Last day of 2010, Happy New Year!

December 31, 2010...Happy New Year everyone!

May this be the beginning of a wonderful year!

Make it a great Friday. Be safe this New Year's Eve, enjoy your weekend and until we talk again.

Debbi

Resolve to Work Smarter

As we approach the end of the year, a reflective tone on our past performance often resonates. We often compare our actual performance to the goals we had set out for ourselves to see how we measured up.

Reflecting on the past year’s performance of what we did well and what we could have done better leads us to the question, “how can we do it better in 2011?“ Lessons learned from 2010 can guide us in the right direction for working smarter in 2011. Working smarter is very relevant as we remain in an era of increasing responsibilities and minimal budgets.

Explore these ideas to discover ways you can work smarter in 2011…

• Acquire the market and industry intelligence in order to become a “smarter” when targeting prospective customers
• How can you package products or provide relationship benefits to better engage current and new customers in a broader relationship
• Review internal customer data in order to expand balances and services per household through better targeting and more innovative profiling
• Review operational communication messaging in order to maximize retention or expand relationships
• Ensure your products and customer service are better than the competition

Looking over 2010 with a critical eye is important to discover ways that you can continually grow and improve your marketing. Using this information to work smarter will help us to deliver the results we all need to keep growing and reaching our goals.

Resolve to work smarter this year!

Jamie

The 27th...and counting

Greetings!

Seems like yesterday when we started the countdown to 2010...right after Christmas last year!

Well...the countdown is now on for 2011!  Its the 27th...the calm that arrives after the Christmas rush will quickly dissipate and return to a chaos of the new year.

Enjoy the last few days of 2010, reflect on the year ending and look forward to the year beginning!

Cheers!

Bruce

Merry Christmas

Tis the season!

May peace, prosperity, and happiness be yours throughout the holidays and new year.

I would like to personally wish you all a very Merry Christmas.

Enjoy the time with your family over then next few days.

Debbi

Microsites

It's not secret ... if you want to reach the "Google Generation" you'd better be a few steps ahead on technology. Text alerts and mobile banking are as expected as ATMs and online banking.

You'd also better spend more time analyzing and improving your website than you do writing newspaper ads!

Lately, we've had a lot of clients interested in microsites. And they can be VERY useful in the right situations.

What is a microsite? (or minisite, or weblet)

It's a page or cluster of pages that supplement your main website. They are usually used to highlight a particular product or aspect of your organization.

Let me give you 2 examples.

We are in the process of completing a Mortgage-specific microsite for a client. While in this supplemental portion of their website, a user can find only information important to someone who's interested in buying or refinancing a home.

We also completed a microsite for another institution who wanted to focus on their new lifestage-based sales process. Here the user is drawn into information important to their specific lifestage. They then have the option of clicking on relevant financial products that will take them back to the bank's main site.

In short, it's a way to get a reader interested and to draw them to you. A microsite can differentiate in a very targeted way and generate qualified leads. It's also a much better marketing message:

"Come to our site with information important to you."

vs

"Come to our site all about our products."

What Makes a Microsite Successful?

Content.

The number one objective of your site should be to add value - not, necessarily to sell your products.

Where your main website is traditionally an electronic brochure of your "stuff," a microsite is successful because it draws a user to it for value - entertainment, knowledge, etc.

Many retail microsites use games to bring people in. We prefer to position or clients as experts and use value-added content.

Our mortgage site includes more than a dozen articles that are important to first time home buyers, experienced home buyers, folks wanting to refinance and moving and packing information. It also includes dozens of helpful links to anyone moving or remodeling. The entire site is designed to be a one-stop resource for everything important to you before and after you complete a mortgage app.

Our Lifestage site provides links and information for anyone experiencing specific life events, like childbirth, retirement, etc.

Of course, there are countless ways to link from the informative microsite to the "salsey" main site.

In short, a microsite should be a resource that a customer or prospect will want to bookmark and come back to over and over again.

Merry Christmas,

Eric

Forget What You Know…

If we remembered everything, we should on most occasions be as ill off as if we were to remember nothing.

-William James

This quote may come in handy when brainstorming new ideas. Certainly your experience is worth a great deal, but sometimes, when it comes to developing new, innovative ideas for promotions, product development, campaigns, or customer communication it helps to initially throw out “what you know.” Putting everything and anything on the table in a brainstorming session can be a great way to brainstorm new ideas.

Many times, we hear banks defending certain marketing tactics with the statement “this is how we have always done it.” Not a very compelling reason, is it? Customer and market perceptions are always changing, so even if you are considering to re-execute a past successful campaign, that doesn’t mean it will be successful when executing it in the future.

If you plan only to repeat successful promotions, you may be missing out on an idea that could be even more successful. Also, if you rule out all unsuccessful promotions, you may be ruling out a good idea that was poorly executed or a good idea that would have been more successful with different situational criteria.

In some scenarios, you can take your brainstorming a step further by removing resource restrictions. If money, supplies, people, and time weren’t limited, what would you do? The ideas you come up with might not be plausible, but they may cause you to uncover new ideas within your resource limits that can make a huge impact.

A healthy dose of “forgetting” is crucial for our ability to think big.

Happy brainstorming!

Jamie

It's beginning to look a lot like Christmas

Around here it's beginning to look a lot like Christmas! This picture was taken yesterday, Dayton, Ohio. With Christmas just a week away we would like to take this time to wish you a very happy holiday season.

Before you start using up those last vacation days before the end of the year, take a moment and reflect on 2010. Both professionally and personally. Here's hoping you accomplished what you could and have something to show for your hard work.

Happy holidays from the MarketMatch family!

Make it a great Friday. Enjoy your weekend and until we talk again.

Debbi

Shop Around...

It’s the holiday season and everyone has shopping on the mind. But what about shopping your competition - have you shopped them lately?

Touching base with your immediate competition on their advertising, products, access, and customer service is something your financial institution should consistently be doing in order to ensure you are maintaining your competitive advantage.

It may be time to take a look at the competition and see how you stack up in the following areas:

• Advertising: What products/messages are your competition promoting and how does your financial institution stack up?
• Products: Do gaps exist in your competitions’ product lines or within product features?
• Access: What are the features of their websites and is the website interactive and resourceful? Also, what other technologies can customers/members use to interact with the bank/credit union or access their accounts?
• Customer Service: Communicate with your competition in a variety of ways (email, phone, in person, etc.) to see how they stack up. Are there ways that they excel or fall behind?

Competitive research equips you with the information that you’ll need to uncover where your financial institution excels and may lags behind. Once complete, you will better be able to identify your strengths, correct any weaknesses, and capitalize on opportunities!

Happy shopping!

Jamie

Think Inside the Box #4

Well...it finally happened.  I am actually inside the box!!

Actually...this is a favorite shot of mine.  Helps me reflect on the importance of staying within our reach.  Don't get me wrong-- staying INSIDE the box does not mean NOT being CREATIVE or expanding ideas!  Quite to the contrary...it is ALL ABOUT being creative--and realizing that you have a lot of what you need close at hand.

However, let's list the top 4 items that you will need to add to what is at hand...for the most complete planning and analysis:

• Customer insights
• Staff insights
• Marketplace insights
• The competitive assessment

These items will help provide the information to fill the gaps of what you know and provide "voice" of the customer in your planning.

Cheers!

Bruce

Turn Your Management Into Movie Stars

MarketMatch has added a resource to our website that you can also do at your financial institution.

We've added a video blog.

With sites like YouTube, it is easy and free to create the videos and with Social Media like Twitter and Facebook, it's easy to have your message seen by your target.

My recommendation? Recruit your management and branch/market leaders to share their expertise. Have your Lending VP talk about improving your credit score. Have your Commercial VP talk about cash management. Have a branch manager talk about what's happening in the community.

By utilizing all of the resources in your bank or credit union, you can provide more content, relevant content, and you can position the whole institution as THE community expert.

The Missing Piece For Consistent Cross-Sell

Cross-selling is a popular tactic used at every bank and credit union. Most financial institutions have developed a strategy and created tools to encourage cross-sell, but process shouldn’t end there…

Engaging and motivating employees is the activation piece that is crucial for long-term success. A good place to start is developing acknowledgement and/or rewards for cross-selling or referring. Rewards should commensurate with the profitability of the product or service to the bank.

In order achieve staff buy-in over the long-term, consider involving staff in developing the campaign or promotional ideas that will promote cross-sell. Involving employees in this process will give them a chance to understand the complexities of the product, rules, regulations and compliance issues. Also, getting staff involved early can provide you valuable feedback into the sales process that may provide insight on how to better target customers.

You can also keep cross-sell top-of-mind by ensuring continuous coaching to understand customer's needs and consistently share progress reports towards a goal.

Best,

Jamie

Think Inside the Box #3

Greetings...

Its time. Time to shake off the start of the cold and remind ourselves that in just 24 short days, we have a whole new year, new budget, and new opportunities with the start of 2011!

Today, I will share the top 5 "Think Inside the Box" questions you should be asking of yourself and your bank/CU.

1. What is the customer perception of our products?What is the market perception of our products?
2. What can I learn from "how" my customers are using the bank? (IE number of services, usage of electronic services, average time between new accounts, time between loans, etc.)
3. What are the top three (3) service combinations and what I can learn from that knowledge?
4. Where will my customers get their next loan? (is it us or another institution?  why?)
5. Is my staff willing & able to offer our products effectively in a way that creates success?

With answers to these questions you can move forward with a detailed action plan...or you may have more questions that arise.  Either way, you are three steps ahead!

Think INSIDE the box...you have what you need...but you need to turn information into knowledge.

Need help?  The first step is getting started.  Call us, we can help bring clarity to your thoughts and action to your information and knowledge to your planning!

Cheers!

Bruce

How relevant are you?

I'm in the middle of a huge competitive review and I am amazed at the different names people can come up with for the same products. Whether it's at the same bank or a bank around the corner...wow they sure are creative. Some banks have 10 different checking accounts while others have 1 or 2.

Which is right?

When was the last time you looked at your competition to see what they are doing? This should happen a couple times of year to make sure what you offer is relevant to your market. Do you ask your customers for their feedback? Is there something they are looking for that you don't offer? Don't be afraid to ask, be proactive and get their opinions. I'm sure they will appreciate the gesture.

I came up just for a breath of air and to wish you all a great weekend.

Make it a great Friday. Enjoy your weekend and until we talk again.

Debbi

Think Inside the Box #2

This week, I am meeting with a client in Florida to share our analysis of the MCIF data and review our recommendations for moving the information gained into a knowledge-backed plan!

The key has been helping them see that they have the information they need...but our "filters" based on experience and the expertise we have developed, has opened their eyes to what the knowledge they now have at their disposal to move forward in a very targeted, strategic manner!

Thinking inside the box!

Take a new look at what you have...and then extrapolate that information into tangible cannot-be-ignored knowledge that drives three levels of activities:

1. Organizational level
2. Product level
3. Point-of-purchase front line staff level

Each level in integral to the overall success of your marketing strategy and each level is inter-related to ensuring that the knowledge is moved into action!

in 2011, we are developing a Brown Bag Lunch Series session specifically addressing the "think inside the box" strategy and gives tips and hints into the exact items you need and what questions you should be asking to land at the 'cannot-be-ignored' stage.

Look for more information and the entire 2011 Brown Bag Lunch Series schedule coming out next week.

Cheers!

Bruce Clapp

Marketing: Defining Your Role

What role does marketing play? This is a great question that can be applied to many areas of your bank or credit union. And you may come to find that depending on who you are asking the answer may be different.

This year your marketing department may be tasked with a variety of objectives that include forming and supporting your brand, generating traffic, establishing value, encouraging customer/member loyalty, creating effective communication, developing product … and the list goes on. What is the priority for your marketing department? Assuming that you can answer this question, would your CEO, CFO, CLO, and COO agree?

Ask your executive team how they view the role of marketing in your organization. Is it what you expected? Because let's face it, until we know the answer to this question, we can’t begin to define or measure what success for the marketing team looks like in 2011.

Best,

Jamie

Happy Black Friday

Well, the day after Thanksgiving can only mean one thing...

HAPPY BLACK FRIDAY!

Here's hoping you got a close enough parking spot, you found the deal you were looking for, you didn't cause a scene and you can really enjoy this holiday season.

Make it a great Friday. Enjoy your weekend and until we talk again.

Debbi

Get Emotional

I was professionally raised in ad agencies and matured in financial marketing, so I know that I'm a bit too close ... but it seems to me that too many copywriters don't dig deep enough into their work.

If you want to make an impact with your ad copy, understand the unique features that you want to promote ... then determine how those feature will ultimately benefit your customer. Will it make their life easier? What can they do with the money that they'll save?

Now, you can stop at the benefit and be well ahead of most of your competition from a marketing perspective. But to really make an impact, generate some emotion. How does your target FEEL. Are they frustrated with your competition? Are they proud to be buying their first home?

Demonstrate that you understand who your target is and what they care about then back it up with the benefits that will fill their needs.

For example, you could promote your Wealth Management Department by saying that your bank "manages umpteen-million dollars in assets" or that Sally Wealth Management is "super trustworthy." Or you could say...

When "Daddy's Little Girl" became "Mommy," I knew I could help.

First I bought my new grandson a ball glove, then I called Sally at Wealth Management. She was so helpful with my retirement that I knew she could help me put something away for his college too. I know he'll be a shortstop!

Take care,

Eric

A Week of Thanks...

This week is Thanksgiving Week.  Hard to believe that its nearly December!

My blog post will simply be a Thank YOU....

• Thank You to my family...
• My friends...
• My co workers (the best in the world!)
• Our clients...
• And those that we meet in our work around the country and around the world!

Enjoy a wonderful Thanksgiving Day.  Give thanks for your blessings and for those around the world that protect our freedoms each and every day.

Happy Thanksgiving!

Bruce

Gearing Up For BLACK FRIDAY...

Black Friday is almost here and whether you are someone who can’t wait to fight the crowds for a great deal or plan to avoid the commotion at all costs, Black Friday will mark shopping highlight of the year.

Many retailers have already crafted deals to drive sales and push their sales numbers into the black. And it’s time for credit unions and banks to get in on the action… here are a few ideas on how to get involved:

• Create Black Friday specials on mortgages, savings accounts, and certificates of deposit. Consider extending a modified offer through the New Year.
• Promote your customers’ debit card usage through the holidays with a holiday drawing that requires a debit card swipe for every entry.
• Position your CDs or savings accounts as a holiday present. In the current economy, the gift of savings is most likely more useful than a sweater!
• Open early at 6:00 a.m. to accommodate shopper’s cash needs.

End this year in the black... and gain momentum to continue throughout 2011!

Best,

Jamie

Mission Completion

With the help of the entire team we can official say...5, 4, 3, 2, 1... blastoff!

The last 10 days have been non-stop business and now that Friday is coming to an end we can all high five each other for the hard work that has been done these last 2 weeks. It's amazing how well this team works together, each with different strengths. You put the team in a room together and watch out, what you will get is nothing short of amazing.

From the thought process, to the design, to the creative, to the buying, to the placing, to the research, to the writing and everything in between... MarketMatch covers all basis. With MarketMatch you get the whole package.

I am proud to work for a team who works so well together. Looking forward to what lies ahead.

Make it a great Friday. Enjoy your weekend and until we talk again.

Debbi

Is it Time to Relook at Your Brand?

If you haven't reevaluated your brand in the last 24 month, it may be time ... and it doesn't have to eat up your budget.

It's no secret that banking consumers today are not the same as they were before the "banking crisis" (enter ominous music here). The truth is that, for whatever reason, national surveys show bank customer satisfaction with larger banks is down (and credit union's is up).

Thanks to the media, consumers as more educated about banking, their perceptions and expectations have changes, and they are more motivated to make a change (12% fewer customers said that they "definitely will not" switch this year vs. 2007).

You need to make sure your brand still aligns with what consumers know, how they feel, what they expect and what will motivate them to come to you -- all while holding true to your actual identity.

But you won't know what's going on in your market until you ask. I'm not saying that you need to rebrand - but I am saying that you should reevaluate and see if there is any tweaking to do to make you more competitive and a more likely consumer choice.

Take care,

Eric

Are Sales Campaigns Making You Pushy?

Internal Sales Campaigns are often a useful tool to provide focus for staff, track results, and manage progress toward strategic goals. However, when financial institutions create sales campaigns around a specific product or service, it is important that the sales staff don’t become so eager to meet a sales campaign goal that they sacrifice fulfilling customer/member needs.

For instance, if a prospect walks into your branch during a sales campaign, would your front line staff immediately discuss the campaign product with them, or would they talk to the prospect about their needs and make the best recommendation for their life? Talking about the campaign might have an immediate positive impact on your campaign results, but will likely cause a higher risk of attrition if the prospects needs aren’t being met. Clearly, if your sales staff has a discussion to create a customized solution for their prospect, the prospect will have a more positive experience and be more likely to remain a customer/member overtime.

Therefore, it’s important to keep sales delivery a priority during your sales campaign, here’s how...

• Training – Provide sales training focused around customer life stages. When you roll out a campaign, clearly communicate that the sales delivery must be maintained.
• Set Appropriate Goals – Ensure that your goals are not counter-productive to customer needs. Keeping goals specific to new households, cross-sell ratios, or general product lines will provide your staff the flexibility of choosing products that are the right fit for customers/members and also counting towards a campaign.
• Prequalify – Continue to have conversations during a campaign around your product, but make sure to prequalify customers. You can prequalify customers through an MCIF system, core system, or simply through a discussion.

Campaigns come in all shapes and sizes, but when you’re determining your campaign specifics, make sure that campaign goals will not be met at the expense of customer/member needs. Doing what is right for the customer will help to strengthen your relationship and increase retention.

Best,

Jamie

Think Inside the Box

Thinking INSIDE the box... that is where it is at!

Ever since I started MarketMatch, we have held a mantra of "thinking inside the box"... it is on our business cards, a crazy picture of me is on our website and it drives our fundamental approach to our clients.

So what IS thinking inside the box?
It is all about doing your homework on who currently does business with you and learning everything you can possibly know about the "who, what, where, how and why"...and then applying those learnings to your greater marketplace.

It is about...

• Analyzing buying patterns
• Visualizing where customers/members live that bank with you
• Recognizing the geographic/zip code/census tract patterns of your customers
• Seeing how your different markets react differently to your marketing messages

And most importantly DOING something with what you learn!

It does not take a sophisticated CRM (although it does help), a full time data analyst (although it makes it easier), or a PHD in statistics (wow...I feel a headache coming on!)

But it DOES take a serious focus on the info you ALREADY have available to you...and the creativity to look at it in a completely different viewpoint to see what it can tell you.  Look around-- you have the information assets around you right now...they just need to be turned into knowledge!  That is the key...having knowledge.  Knowledge is actionable information.  Data is in a binder, knowledge is in action!

You will be amazed what you already have available to you...and what secrets are sitting on the surface just waiting to be seen!

Need help?  Call us...we would be glad to pitch in and bring our ROI Guarantee along for the ride!

Cheers!

Bruce Clapp

Crazy, Busy

Wow, what a week. Talk about being crazy busy, it has been a crazy week at work and a crazy week at home. We are on the downward slide of Friday and I can't wait to kick off my shoes, sit on the couch, possibly with a nice cold beverage and just unwind.

I will use this weekend to regroup and re-energize for what I will tackle next week. I am thankful everyday for my family, my job, my life. I am truly livin' the dream.

Make it a great Friday. Enjoy your weekend and until we talk again.

Debbi

Dip your toe before you jump in

We have a client who's opening a new branch in an existing market and using this opportunity to test some new marketing strategies.

Looking into the future, I'll bet you have some great ideas that you'd like to try:

• Edgier look
• New products
• New packaging
• Bundling products
• Relationship pricing
• New sales delivery
• Refined message
• Tweaked pricing
• Unique customer segmentation
• Guerilla marketing

With our help, our client is trying all of this out in one of their markets. When successful, they plan to roll it out on a larger scale.

If you have big dreams but are challenged by budget or approval constraints, try the "dip your toe" strategy. Test out your ideas in a market that makes the most sense. Then take the best of what works and expand it out. The risk will be diminished and the rewards will be great!

Referrals: Don't Forget to Ask!

Obtaining referrals is not only simple, it’s cost effective! Plus, it can be a great addition to an ongoing marketing strategy for your relationship managers. All you have to do is ask customers, members, peers, or associates to recommend you. So why do so many bankers fail at this tactic?

Many people believe that doing a good job is all that’s necessary to generate referrals. However, business owners, professionals, customers/members, etc. have other things on their minds than rewarding your service when you are meeting with them. Simply put, you need to speak up!

Here are 4 simple tips to help increase success of your referrals:

It’s not about the size of the prize. Few people refer to get a reward. On the contrary they may like to be viewed as the person who is “connected.” Save the $20 referral reward and invest in your customer/member relationship by taking them to lunch instead.

Wait until customers/members are happy. After you go the extra mile for a client… then ask. They will be so happy with you, they will want to return the favor.

Don’t worry about rejection. – If someone doesn’t know anyone they could refer you to, they’ll tell you. But if they don’t give you a referral, that doesn’t mean that they wouldn’t in the future. It doesn't hurt to ask.

Simplify the process. Whether you decided to ask for a referral using an email, mail, or in person, make it a seamless part of your marketing plan. Automate the process or putting tools in place for relationship managers to refer can help you in the long run.

And while I’m at it… if you are happy with the knowledge MarketMatch provides and you know someone who could benefit from our services, please give us a call our drop us a line.

Best,

Jamie

Map it...

I am beginning a series on helpful strategic planning exercises.

The initial topic... mapping your customers.  We help banks and credit unions all over the country with strategic planning and thoughtful tactical delivery and love doing it!

One of the first questions we ask?  Have you mapped your customers?

Why?

Because typically we learn a lot by seeing neighborhood patterns, location gaps and when we add the layers of "deposit customers", "loan customers", "investment customers", "commercial customers", etc. as different pushpins...we also see visually the opportunity for organic growth!

Its easy...mapping software is available and inexpensive.  And all you need is the address for your customers!  You can get more sophisticated as you go...and we can help!

Cheers!

Bruce

How can you get 25 hours of work into a 24 hour day?

Have you ever wondered how to get 25 hours of work into a 24 hour day?

Well it all starts with focus. Everyone has the same 24 hours in a day, winners use them wisely!

No matter how many great ideas you have, you only have 24 hours in a day. The key is focus. Save precious minutes throughout the day and you will become more efficient and productive.

Here are a few points to help you stay focused and effective...

• Prioritize your day, starting with the highest impact first
• Focus on one activity at a time to be more productive
• Keep a journal, jot ideas down when you think of them
• Clear the clutter, clean off your desk and any other horizontal surfaces
• Make the most of meetings with an agenda and a time frame
• Minimize interruptions, it's okay to not answer a ringing telephone or cellphone
• Check your email at designated times throughout the day

Be a winner, try one of the above points and see how it frees up your time during the day. Once you have mastered one point move on to another one.

Make it a great Friday. Enjoy your weekend and until we talk again.

Debbi

We all know that what you see visually has an effect on how you feel and what you get out of a message. Guess what - its not just the imagery or the graphic layout of a subject that portrays that feeling, but also your choice of typeface.

Your copy has a huge impact on the emotion and content of a piece. Not just what it says but how it says it. Having the wrong typeface on the headline of an ad could cause readers to just pass it by in a magazine. Having body copy on your website that seems like it’s too type heavy, cumbersome or the font is hard to read, will get ignored. Too much copy or too many variations of fonts, or colors in a single piece will be overlooked. Type to close to an edge or outside of a margin looks “forced” and crammed in.



The qualities and feeling of a typeface can all be attributed to its size, character build, and overall shape, but it can also be in its spacing, alignment or even case. Sometimes you don’t even need a graphic element when designing; you can get away with the type as a graphic element alone. There are literally millions of typefaces and each one has its own unique personality. A few examples that you can portray just about visual connection you want with them:




There is a lot that goes into selecting the right typeface and setting that selection to compliment your brand, to make that ad feel a special way or to make your website more legible. So remember - Don’t forget the type.

Try this…

Many financial institutions claim to have the “best” product or service over the competition. But with all of the claims being made in your market, how can a consumer tell what is really “the best?”

One tactic we have found to be successful is to create trial of the point of difference. Creating trial allows the consumer to use the product or experience the service over a defined period of time and then opt in or out, without incurring any fees or charges. This gives consumers the ability to test you out and decide for themselves if you live up to your hype before they make the switch.

You can also make the trial more compelling by adding a guarantee, which would require you to provide an offer to consumers if you don’t deliver on your promise. If communicated correctly, encouraging trial can be faster, cheaper, and more effective than trying to talk someone into switching financial institutions.

However, once you have persuaded a new consumer to give you a try, then it is up to you convert them into customers/members. Therefore, it is important to also include the consumers that are “giving you a try” in an On Boarding Program. Communicating to these customers early and often is the key to conversion and retention.

Best,

Jamie

The world is changing...

I get interviewed a lot... and I love offering my thoughts and comments on all things banking.  One interview I had on Friday was inquiring on Ohio banks and how the majority of them had not yet repaid the TARP money. 

My comment...no incentive to pay it back early, you have to be clearly profitable, and the emphasis on the TARP issue has largely been swept away.

However, in thinking about the larger question, in my mind at least, is what has and what must change in our industry to ensure longevity and success.

Here is my top 5 list...

1. Banker's must adapt to clearly seeing the world from the consumer's perspective and not the banker.  Is your bank ready to put on your "consumer glasses?
2. The customer will choose two options going forward...an online partner and an off-line partner. They could be the same...but they WILL have these...are you ready to be them both?
3. The industry will forever be different in terms of start-ups... denovo's will be a different breed and many will simply buy an institution and work to change it, vs. start new.
4. Regulators will swing back...but it will be a LONG and tiring process...be ready to invest in compliance and legal staff that can help you shorten that curve.
5. The business owner and retail consumer will merge closer than ever and we have to be ready...
   is your focus on meeting both needs?

 Think about each of these five (5) items...kick them around in your head, analyze the impact, think about your institution's readiness...

and then set a meeting within your bank/CU to discuss them.

I think they are game changers...and most certainly HOW we play-the-game-changers!

Cheers...

Bruce Clapp

Happy Halloween

IT'S HALLOWEEN

It's Halloween! It's Halloween!

The moon is full and bright

And we shall see what can't be seen

On any other night.

Skeletons and ghosts and ghouls,

Grinning goblins fighting duels,

Werewolves rising from their tombs,

Witches on their magic brooms.

In masks and gowns

we haunt the street

And knock on doors

for trick or treat.

Tonight we are

the king and queen,

For oh tonight

it's Halloween!

~Jack Prelutsky

What's in a logo?

Well first of all lets be clear - your logo is not your brand. Yes - At the core of every brand identity is a brand mark, or logo. It is probably the most important element of your brand aside from the name, but there is an extended list of individual pieces that must fit together to complete a brand and tell the brand story aside from the visual identity.

With that being said, your logo CAN and does stand for alot...it is the first recognizable symbol that represents your organization, it is the "cover of the book", if you will. Some logos or brand marks do a tremendous job of promoting brand awareness, expressing the feel of the organization and support the overall graphical impact of the brand.

Here are some fun, simple and clever logos that do a great job of marrying the brand name, colors and feel into the mark.








If you feel that your brand isn't saying what you think it should or you're not sure how much of a visual impact your logo or graphic materials make, get in touch with us. We would be happy to take a look and give any suggestions to further improve your organization.

Until next time,
Jeremy

What is Your Brand?

What is your brand?

Lets put aside for a minute what you SAY your brand is...

What do your customers say your brand is? How do you make business decisions? How does your staff act? How are your products different? How do people FEEL when they do business with you? What do people EXPECT from you?

If you had to say your were like someone, would it be:

: Superior product development and category domination




: Swaddling customers in 5-senses experience

: Consistency and "on every corner" access



: You get what you pay for
(isn't an Escalade really just a pimped out Suburban?!?!)




: Always low prices ... Always!!!

: Our service is so good, we'll even escort you to the bathroom



: Hip but affordable (Almost like going to Europe)



: First to market (real or perceived) - continually reinventing yourself

Your brand isn't just your logo or your tag line. It's not just your beautiful branches and well-mannered staff. Your brand is your total experience. As you prepare for 2011, look in the mirror ... talk to your customers and prospects ... soul search. Are you who you want to be next year?

Want a good hard, objective, look at your brand? Click here!!!

Take care,
Eric

Donations & Sponsorships – Make Them Count!

In marketing, we have to justify every dollar we spend with the quantitative or qualitative results that our investments produce. However, there are some budget items that we may not have total control over… such as a local high school team sponsorship or donations to top customer events. These types of donations and sponsorships can eat up a good portion of your budget, so let’s take a look at how you get more from them…

FIND YOUR PURPOSE : One simple thing you can do to stretch your donations is to set qualifying criteria for your donations and sponsorships. These guidelines should be created or approved by senior management, be in-line with your brand, and act as the criteria for all donation requests. For instance, your focus may be to support local economic growth or education in a defined market area. Communicating your cumulative donation efforts towards a specific cause will better allow you to communicate your donations and help to differentiate you from your competition.

THINK OUTSIDE OF THE BOX: Get creative. If you are presented standard sponsorship options, respond with alternatives outside of the normal sponsorship packages. Think of using employees as a “street team” to get your donation and message out at an event rather than just including a logo item in grab bag. Focus on making your brand more visible and interactive than a standard sponsorship or donation.

GET RECOGNIZED: Lastly, look to see if your state banking or credit union association has a “Community Service” Award and apply! The exposure and creditability gained can from such an award will greatly stretch your donation dollars by miles.

Start getting more from donations and sponsorships!

Jamie

10 and counting...

Greetings and HAPPY MONDAY!

The calendar is making noise this morning...it has started the count down to 2011.  Just like in school, we are in the next "grading period" and have a new chance to make our mark and decide to be great!  We have 10 weeks left in the year...

So, I thought I would share my TOP 10 To-Do's for the remaining 10 weeks...

10.   Finish your 2011 plan...with a unique addition of your Jump Start plan for the 1st 90 days of 2011
9.     Share you budget wrapped in an ROI evaluation for the entire year
8.     Make social media an important component of your 2011 plans...in ways that fit your organization
7.     Consider branch level marketing plans...that include a "budget" for local initiatives...that puts the planning and decision in the hands of the local manager and relieves you on saying no...they budget it!
6.     Make sure your sales support mirrors your marketing planning
5.     Strategically analyze one product line for the coming year
4.     Create one new internal communication process...there can never be too much communication!
3.     Create one new "thank you" process for staff
2.     Determine the best marketing investment you made this year...and consider doubling it next year!
1.     Get your shopping done early!!

Here's to a great 2011...

"Whether you think you can or you cannot...you are right!"

Cheers!

Bruce

What a Week!

What a week!

• Missouri beats Oklahoma for an upset of the third NCAA BCS #1 team in 3 weeks
• The Cleveland Browns beat the defending Super Bowl champion Saints
• The Texas Rangers go the World Series for the first time in team history after defeating the "Beast of the East," the 2009 World Series champion Yankees
• The San Francisco Giants head to the World Series after getting by the 2009 World Series runners-up, Phillies

What a week for upsets!!! What a week for the little guys!!!

What a week to change perceptions!!!

So, if they can do it...

We all have a Wells Fargo, Bank of America, Chase, PNC, Wachovia, Regions, or Citi in our backyard. And they have a marketing budget with zeros that your bank or credit union will never see!!! But with the right game plan, motivation and team training, you can make them practically irrelevant in your market.

Marketing is more important today than ever. As you continue "reviewing the game films," training your team and finalizing your 2011 game plan - take heart in this week's lesson. There's a reason we play the game. The "big guy" can always fall.

Take care,

Eric