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Marketing Strategy Articles

Regions Bank Hopes Consumers LOVE to SAVE

Looking to capitalize on Americans newfound infatuation with personal savings, Regions Bank has launched a new savings initiative, most notably including TV ads and a "Save with Regions" microsite. "SAVE WITH REGIONS"…

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Beneficial Ads Push 3rd-Party Spending Analyzer

In an effort to get savers and spenders to look at a bigger financial picture, Beneficial Bank is asking people "What would you do if you knew where your money was going?"…

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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…

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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…

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Notably Quotable: Thoughts within the financial industry

“If banking gets exciting, there is something wrong with it.” -- Clay W. Ewing, President/Retail financial services, German American Bancorp "We measure all these ads as we go along, and after an…

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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…

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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…

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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…

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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…

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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…

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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…

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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. This clever campaign, targeting businesses in the bank's area,…

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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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