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Marketing Strategy Archive

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…

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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…

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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…

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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…

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Capitalize on Banking Mergers and Steal More Relationships

"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…

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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…

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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…

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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. (You can see the inside of the mailer below.)…

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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…

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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…

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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…

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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…

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Credit Union Gives Fleet of Cars to Staff

United Community FCU just gave brand new 2009 Chevrolet HHRs to 17 employees. The cars, wrapped from bumper to bumper with credit union graphics, cost $380,000. To pay for the campaign, the…

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10 Things Your Bank Won’t Tell You

Check out this interesting article that came out yesterday, 10 Things Your Bank Won't Tell You. It's a candidly cynical perspective on financial marketing, and attacks many of the common messages financial…

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Consumer Marketing Psychology: The Good Reason vs. The Real Reason

Human beings, as intelligent and sophisticated as we like to think we are, are actually highly emotional creatures. Every decision we make is made for emotional reasons. Those are the real reasons.…

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Rates Aren’t As Important As You Think

There’s an old adage in financial marketing: "It's all about the rate." Recent evidence from two different case studies suggests that’s wrong. Case Study #1 Take BankWest’s promotion to launch a new…

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Are You Ignoring Gen-Y? Parents? Gen-Z?

There's a lot of talk in the financial industry about "growing relationships" with a Gen-Y audience. Here's two things you should be doing. #1 - Don't ignore them. "But we're not!" you…

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NASCAR Banking

Bank of America recently announced that it was introducing its first ever NASCAR-themed ad. The 30 second spot titled "Who's Your Driver?" features footage of a number of top NASCAR Sprint Cup…

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Why No One Cares About Gen X

Financial institutions are falling all over each other trying to attract Gen-Y consumers. But what about Gen X? It doesn't seem like financial institutions care all that much about Gen X. Why…

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Interactive financial ads you’ll get a kick out of (literally)

North Island Credit Union in San Diego has taken interactive advertising a step further. Two steps, actually. With your feet. This isn't your typical "interactive advertising" (as in the "online" kind). The…

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