Article Archive: Marketing Strategy

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

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