Article Archive: Marketing Strategy

Word-of-Mouth Banking

What is the impact of word-of-mouth on banking purchases? Do face-to-face referrals generate more business than online? Take a look at this. Read More

How-To: Google AdWords Basics for Banks and Credit Unions

Subscribe to The Financial Brand via email for FREE!A recent poll conducted by The Financial Brand found that 57% of banks and only 23% of credit unions utilize search engine marketing (SEM). Clearly there are many financial institutions that have yet to embrace this powerful approach to marketing. AdWords is Google’s flagship advertising product and. Read More

What BofA’s New $8.95 Fee for eBanking Isn’t

Subscribe to The Financial Brand via email for FREE!When Bank of America debuted its new eBanking account, it ignited a firestorm among industry experts, journalists and customers alike, all of whom dispute what the account’s $8.95 fee signifies. With such widespread confusion and heated controversy surrounding BofA’s eBanking product, there needs to be some clarity. Read More

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