Marketing Archive
HSBC Takes Over a NYC Park With Its ‘Soapbox’
Last October, HSBC debuted its “Different Values” campaign in a bold series of print ads — 17 in total — in New York magazine. The launch was an unprecedented media deal for both the publisher
Fifth Third: Major Hispanic Marketing Campaign in 2009
“The Hispanic market is a key growth segment for Fifth Third Bank.” — Larry Magnesen Fifth Third SVP/CMO Fifth Third has undertaken a full-scale campaign targeting a key strategic segment to the bank: Hispanics. The
A Great Campaign That Raises a Question of Social Media Ethics
Anyone with a dry sense of humor will love the “I Love Fees” campaign from Coast Capital Savings up in British Columbia. The tongue-in-cheek promotion makes fun of Canada’s big five banks for charging billions
Lessons from the Chase/WaMu Merger on Twitter
[Editor's Note: This is a follow-up piece to yesterday's article from Freddy J. Nager, "The post-WaMu blues: Chase has lost ‘that lovin' feeling." Chase just recently completed remodeling WaMu's branches which has triggered an outpouring
Rescued Dog Stars in FAB&T Kids Marketing Program
A casual lunch turns into a massive overhaul “The single biggest thing to happen to us this year has been the rebranding of our kids savings account.” – Roger Sundermeier, FAB&T VP/Marketing One winter day
Barclays Has Fun with ‘Water Slides’
To promote its new contactless payment technology, Barclaycard made a TV spot featuring a fantasy water slide. Conceived by creative agency Bartle Bogle Hegarty and shot in São Paulo, the TV spot features a man
Q&A: Youth Marketing for Financial Institutions
The Financial Brand sat down with James Flores, head honcho of Subcat Marketing. Subcat specializes in helping financial marketers reach “sub-categories” such as kids, teens, young adult and family markets. The agency develops fully-custom youth
Trend Alert: Online Financial Makeover Reality Contests
This year, credit unions across the country are offering “savings challenges,” reality-based contests in which selected finalists compete to achieve specific savings and debt reduction goals (see 8 examples below). Participants work with a financial
Censored! Federal Agencies Afraid of Fear Mongering
NCUA quashing any form of finger pointing Last month, a credit union lodged a complaint with the NCUA about a rival credit union’s website. The credit union wasn’t happy that Glendale Area Schools FCU had
Ratings Agencies: How to Say You’re Safe and Sound with Zero Credibility
New York Life is just one of the financial institutions continuing to see value in ratings agencies like Moody’s, S&P and Fitch. New York Life continues to tout their triple-A rating as an indicator of
The New Art of Measuring Marketing’s ROI
When financial marketers bring up new media tools, it’s quite common for CEOs to ask questions like, “What’s the ROI of having a blog?” Marketers say, “It doesn’t cost anything” (which isn’t really true). From
Are Piggy Banks Dead?
Piggy banks are an international symbol for “savings.” They have been used as fun, friendly creative devices by financial marketers for years. If piggy banks weren’t dead at the outset of the economic meltdown, they
Exploiting Mergers for Fun and Profit
“If there’s anything that could dislodge a customer, a merger is it.” – Anita Gentle Newcomb Banking Consultant Economic turmoil and the crisis in the financial industry has created an upheaval in deposits of epic
Your Deposits Are Up… So What?
“Deposits are the lifeblood of banks.” – Bob Chapman, President Bank of the James These days, you hear about a lot of financial institutions seeing huge increases in their deposits. Some financial institutions are seeing
Meltdown Marketing: 3 Things Credit Unions Must Do
No matter how the financial rescue plan unfolds, the financial industry as a whole will not go back to the way it was. This challenging economic climate provides a historic opportunity for the credit union
Countybank Cooking Up Biscuits for Breakfast
It looks like a fresh-baked biscuit. But it’s really a direct mail piece (pictured above) sent out by Countybank down in South Carolina. This clever campaign, targeting businesses in the bank’s area, offers new business
Westpac Rolls Out Free Checking with “Truth Pod”
Westpac Bank in Australia took a plain-looking red booth, something it calls the Truth Pod, around to various locations across Sydney. People who ventured into the unbranded booth were asked what annoyed them about banks.
Credit Union Marketing Budgets: Too Much, Too Little?
The average marketing budget for most financial institutions (banks or credit unions) at any asset size should be around 0.1% of total assets. BofA, at $1.9 trillion, budgets $2.0 billion for marketing which is almost
BNZ’s “Out of the Box” Brand
The Bank of New Zealand, now known simply as BNZ, has been doing some interesting things with their brand lately. They’re retailing off-the-shelf financial products – literally, in boxes. They’ve got an intensive mass-media campaign
How to Build Relationships with Branch Avoiders
Be honest. If you didn’t work in the financial services industry, how often would you step foot in a branch? So how can financial institutions build relationships with those who prefer avoiding branches as much
