Marketing Strategy

25 Things More Important Than Online Social Media

Subscribe to The Financial Brand via email for FREE!This article is intended to help financial institutions maximize their marketing capital. It is an opportunity to weigh strategic priorities. As you review this list, please realize that The Financial Brand is not saying, “Social media has no value.” But many of the items on this list. Read More

March Madness: The Do’s and Don’ts

Subscribe to The Financial Brand via email for FREE!Every Spring, financial marketers across the U.S. wonder how they can tap into the fervor the NCAA’s “March Madness”  college basketball tournament. But there’s a right way and a wrong way to structure a March Madness promo at your bank or credit union. The Wrong Way Don’t. Read More

Turning Bank Failures Into Golden Opportunities

Subscribe to The Financial Brand via email for FREE!When a bank fails, it seems the other remaining financial institutions in the community are reluctant to aggressively market themselves to the failed bank’s customers. They don’t want to seem insensitive to the hardship placed on the community, nor come across as if they were dancing on. Read More

Planet Orange for Kids

Subscribe to The Financial Brand via email for FREE! Reviewed and written by James Flores, CEO of Subcat Marketing. Subcat Marketing specializes in helping financial marketers reach “sub-categories” such as kids, teens, young adult and family markets. The firm develops fully-custom youth marketing and education programs for financial institutions across the country, and also offers. Read More

12 Technology Trends Shaping Financial Marketing

Subscribe to The Financial Brand via email for FREE!Here are some of the major innovations and significant online/technology trends that financial marketers should watch in the coming years. (Please note: This is by no means intended to be a comprehensive or definitive list.) What do you think will be a major trend shaping financial marketing. Read More

Q&A: Verity Credit Union’s Mommy Blogger

Subscribe to The Financial Brand via email for FREE!The Financial Brand sat down with Shari Storm, VP/CMO of Verity Credit Union, and Terrell Meek, Verity’s Marketing Manager, to talk about their latest online social media project, Verity Mom. Verity Credit Union is no stranger to the Web 2.0 world. They are credited with being the. Read More

Is It Time to Rename ‘Checking Accounts?’

Subscribe to The Financial Brand via email for FREE!Yesterday’s article about the archaic credit union term for checking accounts (“share draft accounts”) sparked a wider debate about the very future of what checking accounts should be called. As Bryan Link with Brightleaf Financial wonders, “The name ‘Checking Account’ implies its main purpose is writing checks,. Read More

Share Draft Accounts: Daft or Differentiated?

Subscribe to The Financial Brand via email for FREE!“If it walks like a duck and squawks like a duck… …it’s a duck.” — Ron Shevlin, Senior Analyst Aite Group What should credit unions call checking accounts? It’s not a trick question. Hundreds of U.S. credit unions still use the technically accurate term “share draft” to. Read More

5 Ideas to Fix the Ugly in Overdraft Fees

Subscribe to The Financial Brand via email for FREE!Overdraft fees are a prickly subject. Consumers complain about them constantly, and now more than ever, it seems they’re doing so with unregulated vehemence. On the other hand, financial institutions rely on fee income — it’s how they make money on deposits — now more than ever.. Read More

Q&A: Digital Signage Is About “Local Relevance,” Not CNN

Subscribe to The Financial Brand via email for FREE!The Financial Brand sat down with Nancy Radermecher, President of John Ryan, a global retail marketing agency specializing in total store messaging systems, to talk about digital signage for financial institutions. Who’s using digital signage correctly in the financial industry? There are many good examples of financial. Read More

Save Hard. Spend Smart.

Subscribe to The Financial Brand via email for FREE! “We believe in the idea that retirement, vacations and optimism are still very doable, and we’re initiating the ‘Save Hard, Spend Smart’ movement to prove it.” — Umpqua Bank The centerpiece of Umpqua’s “Save Hard, Spend Smart” initiative is a sprawling, multifaceted website that the bank. Read More

Say Why You ‘Intentionally Left Bank,’ Get a T-Shirt

Subscribe to The Financial Brand via email for FREE! Seattle Metropolitan Credit Union’s “Intentionally Left Bank” campaign (see previous story by The Financial Brand here), is now moving into its second phase. The Washington-based financial institution is asking  consumers to share their stories about why they’ve chosen a credit union over a large corporate bank.. Read More

Regions Bank Hopes Consumers LOVE to SAVE

Subscribe to The Financial Brand via email for FREE!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” MICROSITE The campaign’s main visual hook is undeniably similar to Robert Indiana’s “LOVE” sculpture. Even. Read More

Beneficial Ads Push 3rd-Party Spending Analyzer

Subscribe to The Financial Brand via email for FREE!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?” Beneficial is offering Intuit’s FinanceWorks free to all customers. The application provides online viewing and. Read More

HSBC Takes Over a NYC Park With Its ‘Soapbox’

Subscribe to The Financial Brand via email for FREE! 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 and the bank. Now HSBC is moving into what it calls. Read More

Fifth Third: Major Hispanic Marketing Campaign in 2009

Subscribe to The Financial Brand via email for FREE!“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 campaign, entitled “Las cosas que hacemos por los suenos,” (“The things we. Read More

A Great Campaign That Raises a Question of Social Media Ethics

Subscribe to The Financial Brand via email for FREE!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 in fees every year. The campaign mocks a genre of ads that. Read More