Marketing Strategy

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

Lessons from the Chase/WaMu Merger on Twitter

Subscribe to The Financial Brand via email for FREE![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 of emotion from former WaMu customers and employees.] The Financial Brand hopped. Read More

Rescued Dog Stars in FAB&T Kids Marketing Program

Subscribe to The Financial Brand via email for FREE!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 a few months ago, Roger Sundermeier, VP/Marketing Officer for FAB&T, was having. Read More

Barclays Has Fun with ‘Water Slides’

Subscribe to The Financial Brand via email for FREE!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 leaving work via a slide and passing various contactless payment sites on. Read More

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 marketing and education programs for financial institutions across the country, and also offers a turnkey program for teens called The. Read More

Trend Alert: Online Financial Makeover Reality Contests

Subscribe to The Financial Brand via email for FREE!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 planner on a set of realistic yet ambitious financial goals. Over the. Read More

Censored! Federal Agencies Afraid of Fear Mongering

Subscribe to The Financial Brand via email for FREE!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 publicized an unflattering rating from Bauer Financial. The NCUA promptly fired off. Read More

Ratings Agencies: How to Say You’re Safe and Sound with Zero Credibility

Subscribe to The Financial Brand via email for FREE!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 their safety and soundness. Reality Check: A good rating was once viewed. Read More

The New Art of Measuring Marketing’s ROI

Subscribe to The Financial Brand via email for FREE!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 there, the argument often devolves into subjective differences and a matters of. Read More

Are Piggy Banks Dead?

Subscribe to The Financial Brand via email for FREE!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 were probably on their way. With the relative value of loose change. Read More

Capitalize on Banking Mergers and Steal More Relationships

Subscribe to The Financial Brand via email for FREE!“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 proportions. Many financial institutions smell blood. But to others, the idea of. Read More

Your Deposits Are Up… So What?

Subscribe to The Financial Brand via email for FREE!“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 their deposits double over last year. Even JPMorgan Chase, an international megabank,. Read More

Meltdown Marketing: 3 Things Credit Unions Must Do

Subscribe to The Financial Brand via email for FREE!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 industry to step out from the shadow of banks and take a. Read More

Countybank Cooking Up Biscuits for Breakfast

Subscribe to The Financial Brand via email for FREE! 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.) This clever campaign, targeting businesses in the bank’s area, offers new business customers a. Read More

Westpac Rolls Out Free Checking with “Truth Pod”

Subscribe to The Financial Brand via email for FREE!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. Apparently, the answer was fees. Fees, fees, fees. Westpac filmed the whole. Read More

Credit Union Marketing Budgets: Too Much, Too Little?

Subscribe to The Financial Brand via email for FREE!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 exactly 0.1%.  Many factors affect this guideline — up or down —. Read More

BNZ’s “Out of the Box” Brand

Subscribe to The Financial Brand via email for FREE!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 starring a herd of animated piggybanks. And to cap it all off,. Read More

How to Build Relationships with Branch Avoiders

Subscribe to The Financial Brand via email for FREE!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 as possible? Here’s four ideas to get you started. Pick up the. Read More