Branding ... It's Not Rocket Science.

... And Rocket Science isn't branding - it's two totally different industries!


But seriously, whether you're branding a retail bank, commercial bank, credit union or coffee shop, the basics remain the same.


Strategy
In its simplest form, brand strategy comes down to one simple recipe:

• One part: know thy self
• One part: know thy competition
• One part: know thy audience
• Shake well and pour over differentiation

If you follow this blog, you've probably read one of our branding blogs. If not, here are some good ones:
     What if?...
     Brand YOU Day.
     Marketing & Branding
     Branding...It's Not What You Say, But What You Do.
     Is It Time To Relook At Your Brand?


Communicate
"If a tree falls in a forest and no one is around to hear it, does it make a sound?"  As a true marketer, I say...who cares?!?!  No one heard it!


Any change in brand requires a focus on awareness.  Your key target audience(s) should have better top-of-mind awareness of your institution AND understanding of your brand message. This requires pre and post brand research.


Your creative doesn't necessarily need to win awards, but should be focused:

• On the right audience
• On your key point of differentiation
• Benefits, Benefits, Benefits

Employee Engagement
Advertising and logos are great, but your brand lives and breaths with the experience.  And the experience resides in your staff.

• Every employee MUST understand the brand
• They must understand how the brand is designed to make the customer feel
• They must know their role in the brand and what is expected of them
• They must be provided tools and training to make brand delivery second nature
• Experience must be measured, monitored and tweaked for improvement
• Consistency, Consistency, Consistency

See, branding is really not all that hard!

MarketMatch is a full-service marketing consulting firm, dedicated to the credit union and community banking community.  We utilize knowledge-based strategies to help you FOCUS on the efforts that will generate MOMENTUM and yield the greatest RESULTS for your bottom line.

Learn more here.

Chat with me LIVE!

Or contact me directly (click here).

What?? It's 3:00 am!

What?  It's 3:00 am... do you know where your prospects are?

Yes, its 3:00 am, but an interested marketer that cannot sleep is searching our site and sees things they like.  The key is engaging him/her NOW...when their interest is piqued!

At MarketMatch, we are always looking for ways to engage clients, intrigue prospects and demonstrate our leading edge capabilities and insights...

Our newest addition?  Workface

It is a new software that allows adding an engaging button on your website, email, blog, etc. to start instant interaction. In the words of Workface themselves, "Workface empowers your sales force to dramatically increase their visibility and engagement potential with clients and prospects. It's our unique way of making Internet commerce a lot more human."

• Our take....really cool (and cheap) way to initiate interaction and engage an
  interested party WHEN they have the interest!

If you are online, it establishes an online chat connection instantly...if you are away, it allows your profile and message to be displayed to the prospect and a message of interest for you to respond.  The best part...all this is done FOR YOU without effort or monitoring your website 24x7x365.  

Don't let people slip away when they are interested in learning more about you...and what better way than to be able to share one-on-one and in a live conversation!

Check it out on our blog, email tags and website (Team Member contact)...

Test drive the interface...  Chat with me LIVE!

Cheers!

Bruce

MarketMatch is a full-service marketing consulting firm, dedicated to the credit union and community banking community.  We utilize knowledge-based strategies to help you FOCUS on the efforts that will generate MOMENTUM and yield the greatest RESULTS for your bottom line.

Learn more here.

Contact me directly.

PS: Happy Holidays...Hard to believe its almost time for the Holidays to kick in with a furry and the new year is right around the corner!

Christmas cards that "stand out"

With Christmas only a couple of days away, I thought it was fitting to display some awesome and unique holiday card designs to get you in the creative Christmas spirit.


Very simple clean design. The Volkswagen logo converts into snowflakes when the card is opened...very cool!























With this design it mails flat in a regular envelope to save on cost. By cutting it out and sliding the 2 flat pieces together it becomes a dimensional piece.






















This example shows a multipurpose piece. It mails flat - as a decorative ornament (that can actually be used). It then opens up to the message inside. Clever!






















This one is another multipurpose piece. It mails flat in an envelope - as an elegant card. It then opens up to the gift teabags inside.



















Hope you have a wonderful Christmas.

Until next time,
Jeremy

MarketMatch is a full-service marketing consulting firm, dedicated to the credit union and community banking community. We utilize knowledge-based strategies to help you FOCUS on the efforts that will generate MOMENTUM and yield the greatest RESULTS for your bottom line.

Learn more here.

Know the Lingo

You're chatting with your printer, designer or creative department about a current job or project... all is going well in the conversation until they start spatting out words like raster, kerning, cloning, hexadecimal. While you think to yourself what is a "hexawhodidhuh", here are a few resources to help with these terms.

• Graphic Design Dictionary
• Print Industry Glossary
• Proof Reading Marks
• News Print Terms
  

As always, if you need help making sense of a "hexawhodidhuh" we are always available to guide you through whatever challenges you might encounter.

Until next time,
Jeremy

Managing To The Customer's 1%

Lets face it. Regardless of your great checking product or competitive rates or fancybranches, when it comes down to it, customers really want convenience andassurance.

 

The convenience is the acquisition phase. In most cases, the FI with the most branches wins market share. But we can get into the discussion of covering the footprint vs brandawareness and differentiation in a different blog.

Today, I want to discuss retention and relationship depth …the assurance phase.

When it comes to existing customers, here’s the REALsecret …

99% of the time, your customers just want you to do yourjob!  Don’t screw up!

It’s what happens in the other 1% of the time that reallyhelps you to stand out. That other 1% -- when they’ve mismanaged their budget,want to make a major purchase, are experiencing a significant life change, needguidance.

Our rally cry as bankers should be to shine during thecustomer’s 1%.

• Train tospot the 1%: Your staff should understand this 1% rule and know thedifference between a need to simply do their jobs and a need that will change acustomer’s life.
• LifeStage: To help identify many of your 1% situations, understand the eventsin a typical life cycle that impact someone’s finances.  Define the events, understand the customerneeds, present solutions, provide front-line tools and train, train, train.
• Tell yourstory: Your staff impact customer’s lives every day.  Your bank or credit union has helped manycustomers tell their life stories. You’ve helped them buy their first home, manage their budget so they cankeep their home in times of trouble, you’ve helped to retire early orrestructure finances when priorities change with the birth of a child.  You should share these stories inside andoutside of your branches.

Being prepared for the customer’s 1% will help to createmore loyal customers, will increase referrals, and will help deepenrelationships.  Keeping their accountsaccurate and not charging ridiculous fees is expected – for the day-to-daystuff, people only notice when you drop the ball.  But, being there for customers when theyREALLY need you is what gets them talking and keeps them with you.

MarketMatch is a full-service marketing consulting firm, dedicated to the credit union and community banking community.  We utilize knowledge-based strategies to help you FOCUS on the efforts that will generate MOMENTUM and yield the greatest RESULTS for your bottom line.

Learn more here.

Chat with me LIVE!

Contact me directly.

Lessons From The Cheshire Cat

“One day Alice came to a fork in the road and saw a Cheshire cat in a tree. 
‘Which road do I take?’ she asked. ‘Where do you want to go?’ was his response.
 ‘I don’t know,’ Alice answered. ‘Then,’ said the cat, ‘it doesn’t matter.’”

~Alice’s Adventures in Wonderland

By now, you no doubt have your 2012 plan complete.  And that plan, no doubt contains annual objectives with month-by-month plans on how to achieve them.

Like Alice, you will encounter forks in the road on your way to December 31, 2012.  Setting smaller, periodic goals will help you to know where you want to go at each fork.

“The uninformed must improve their deficit, or die.”

~ Cheshire cat

You don’t need to drown in information, but each month and each quarter, what is the data that will help you best track your progress towards your annual institution goals?  The answers are as varied as the goals themselves and the means to access data.

Are you looking to drive awareness?  Quarterly, conduct a quick 100 blind phone survey exercise asking responders to name the first 3 financial institutions that come to mind.  Is your institution coming up more each quarter?  Is it showing up as number 1 more often?

Product and balance growth are as easy as a core report, but were is the balance growth coming from?  If it’s loans, are they favorable, or at least variable, rates?  If it’s deposits, are the core deposits?  How much are you paying for them?

Customer/Member growth is also as easy as a core report, but what is your product penetration with new customers?  What products are bringing them in?  Are you getting them into checking and at least 2 access products?

By collecting and regularly analyzing the right data, you will know which road to take when you reach the fork.  Then you can ignore the Cheshire cat and his mischievous grin.

MarketMatch is a full-service marketing consulting firm, dedicated to the credit union and community banking community.  We utilize knowledge-based strategies to help you FOCUS on the efforts that will generate MOMENTUM and yield the greatest RESULTS for your bottom line.

Learn more here.


Chat with me LIVE!

Or contact me directly (click here).

Ain't technology great?...

A little video that I think shows great outside of the box thinking. Just goes to show that expanding capabilities and increasing customer base just takes some creative thinking. QR codes and shaping the future...



Until next time,
Jeremy

Print...extinct or existential?

In this day and age with the technology and advancement of web, email and social media we can reach thousands of viewers instantly with whatever digital venue we choose. We all know that you can have a campaign up and running instantly with literally with a click of a button and 1/4th of the budget.

This topic has been talked about alot in my tenure as a graphic professional so I am not digging up anything new. But the reality is - the print industry has changed. Am I saying that I think it is totally going away or that print is dying? Absolutely not... But just in the last 3-5 years I have seen a dramatic shift in print requests and direct mail campaigns.

Another strike against the print industry is the added concerns for the environment: recycling, chemical disposal and overall waste. Most printers do their best to meet eco-friendly guidelines but there is still the extra cost and work to comply with the "green" movement.

I am kind of bummed by all of this because I think print is still an effective and very creative vehicle for getting a message out. There is still something special about getting a really cool direct mail piece in your mailbox, or visiting a dealership and bringing home a glossy brochure of your favorite car. Who doesn't remember flipping through the Christmas toy catalog and bookmarking the things you dreamed to have. Even as a designer I find myself hoarding paper sample books because I think they are cool.

Look at the effectiveness of print this way:
How many emails do you trash not even looking at them because you consider it spam or junk mail or that don't even make it to your inbox due to spam filters? On the other hand... How many high quality printed snail mail pieces do you toss without giving them a once over to a least see the message or craftsmanship on their way to the trash? I know my answer to this...print is generally more effective in comparison.

Overall I think the internet is a tremendous tool, however, print is still much needed. A downloadable PDF isn't going to replace a beautiful brochure, printed on high quality paper (might cost less but not as effective). Consumer products still require packaging. Stores will always need point of sale displays. Retail still needs shopping bags, tags, and promotional items. Restaurants still need menus. Business cards, letterhead and envelopes remain necessary elements for every business. People still read textbooks and novels.

Bottom line: Print is here to stay (that is, until we find a way to market telepathically). Let us help you figure out how best to leverage both print and digital medias to maximize your message. Sometimes you need both, and other times one more than the other, but lets face reality, print is always going to be part of the equation.

Until next time,
Jeremy

The Power of 70 (A Social Media Case Study)

We are on day 38 of a client promotion focused onpersonalized debit cards (cards that use our own, personal photos).

The goal is to open new checking accounts by using these market-unique access tools as the differentiator.

The campaign was divided into 3 phases.

PHASE 1: Awareness& Acquisition

We promote the debit card through TV, web banners and directmail.  The foundation of thepromotion is a photo contest where eachcredit union member who opens a photo debit card has the option to add thatphoto into the contest. 

The call to action for all media is a unique URL where theycan create their personalized photo card and begin the account opening process online.

PHASE 2: Voting &Social Media

We end all external media during a 2 week votingperiod.  We use the same unique URLas Phase 1, but add the voting element. Of course, members and potential members can still create their own cardand begin the account opening process – they just cannot enter into thecontest.

During this time, we use email and Facebook topromote the voting.  The key is to providetools for the contestants to push the message to their social circle toencourage voting for their photo.

PHASE 3: AnnounceWinner & Continued Awareness

We restart the TV campaign with a new ad featuring thewinner’s photo and promoting the unique aspect of the photo debit card.

RESULTS

Phase 1

We experienced a spike on the first dayof the media campaign with more than 100 absolutely unique visitors on day 1.  The first week, the daily uniquevisitors leveled off to about 40-50 per day.  Week two, it lowered to 10-20 unique visitors per day.  

We then launched the direct mail and sent another email tomembers to re-energize response and saw another one-day spike of more than 400unique visitors (a 400% increase over our best day of TV).  Again, we leveled out to about 50visitors per day during the last few days of Phase 1. 

The broad-based media had an immediate impact but leveled out and began to decline in 2 weeks.  The targeted effort of direct mail had a more impactful one-day result, but also quickly leveled off.

Phase 2

Here’s where things get interesting!  Where the client averaged only 8 photo debit cards permonth, we generated 70 photo card contestants in 4 weeks (we are still waitingon actual new checking and new member numbers – the true test of success).

From the first day that the voting opened and from the firstemail to our 70 contestants, encouraging them to promote the voting – we saw animmediate and sustained jump to about 500 absolutely unique visitors perday.  Higher than either of ourprior one-day spikes for TV or direct mail!  We are in our 7^th straight day with thesesustained results.

THE LESSON

Social media is a powerful tool, but it does not work in avacuum.  The success of the socialmedia was built on 4 weeks of steady exposure in traditional media.

The social media aspect of this campaign is working becausethe target is motivated by a prize to push the credit union’s message.  But if 70 contestants can generate about3,500 unique visitors to a site in just 7 days, without a penny spent onexternal media … imagine the impact of a sustained social media program, as part of a full on-going marketing effort, where you areoffering valuable information, an occasional contest and random productspecials.  

As you create your plan for 2012, it's important to consider how social media can help to strengthen your overall results when included the the rest of your media mix.

MarketMatch is a full-service marketing consulting firm, dedicated to the credit union and community banking community.  We utilize knowledge-based strategies to help you FOCUS on the efforts that will generate MOMENTUM and yield the greatest RESULTS for your bottom line.

Learn more here.

Or contact me directly.

Time Change?? ...Change your planning style

OK folks...we are two weeks away from the dreaded time change.  Sunday morning November 6th at 2:00 am, we go off Daylight Savings Time and back to "normal time."  We 'fall' back in time, so we gain an hour of sleep...one of the few redeeming qualities of the time change.

However, the Time Change also signals an important time for us all... planning for 2012.

Its time to look at things differently this year...and here are the TOP 3 changes you should make to your 2012 strategic marketing planning process:

1. Make is scalable-- start with each region/business line/office and scale your marketing plan from that common denominator forward to the entire organization. Start local, targeted and one-to-one and grow into an organizational support plan.
2. Bring in the customer voice-- whether it is focus groups, research, or simple branch intercepts, bring in the voice of the customer...what they want, the challenges they face, and the help they need from your organization!
3. Be 3-dimensional-- in EVERY aspect of your planning, PLAN for reaching your target customer from three different angles; see, hear and touch...electronic, print and personal...in person, in the mail and over the Internet...whatever 3-dimensional means to you...make it happen EVERY time this year!

 Looking forward to 2012 is an exciting time and you should engage your entire organization in the communicating and sharing of ideas.  Just remember, there is a difference between asking for input and asking for decisions...you still need to make the decisions!

Cheers!

Bruce

Something for Everyone

Recently my wife and I took a trip to Las Vegas. I had been there before for business but never really had time to do any sight seeing. So we did all there was to do and saw pretty much everything there was to see. The thing that still has me baffled the most (besides the missing money in my wallet) was the decor. I was utterly amazed that every bar, restaurant, shop and casino that we visited, looked completely different from each other. I never once saw a place that looked like another place. The building materials, colors, and over all themes were totally unique in each venue. That town must be an interior designers/architects dream.












If you never went outside...you would think you've been transported to some of the most exotic places on earth (as opposed to the middle of the desert). As a fantasy land for all walks of life, there is absolutely something for everyone. It is definitely a beautiful and inspiring place. I filled my brain with lots of ideas and got a refreshing look at color schemes, shapes and styles. "Las Vegas...to you and your gleaming bright lights, and shiny marble floors...I salute you." (even though you left me with no money).

Until next time,
Jeremy

Who Dey...

In case you are unfamiliar with the phrase "Who Dey"....it is for the Cincinnati Bengals!!

I am a true fan...hard to say, I admit! But a fan nonetheless!  Typically our best part of the season is pre-season.  We have been involved in two Super Bowls-- losing both in exciting fashion.

My post today talks about the pending trade of our former "franchise" quarterback to the Oakland Raiders for several 1st round picks and a starting linebacker.

The story is not really about the actual trade...but the implications of "why" the trade is necessary and what is means for your institution.

First, Carson Palmer was tired of losing...so he said, "trade me or I will retire."  He retired.  The Bengals drafted a rookie quarterback, Andy Dalton, is the 2011 draft...and he has been tremendous.  Many fans were worried that if we let our old quarterback go that the young quarterback just wouldn't be able to deliver.  He has.

So now the transition to my point...most of the banks and credit unions have an aging customer base and are hesitant to truly reach out to the Gen Y group with any sort of gusto.  We have a fear that our current customers won't "get" our messaging or that the young customers "just won't be profitable."  We HAVE the make the move... just like the Bengals that faced an agonizing decision.  For the benefit of your organization and for the future of your deposit and loan generation, you have to begin the transition.  Now, I am not advocating a "trade" of customer for customer...but certainly a most focused approach to reaching out to the Gen Y group.  We have to go where they go...which is not necessarily the branches...and use the tools they use...social media and referral networks.  Here are four steps to take:

1. Segment your customer and marketplace into demographic and psychographic groups
2. Segment your messaged to match the groups
3. Be even more dimensional in your marketing strategy (and then your advertising, too)
4. Embrace the changes and focus on retaining your current customers while onboarding and welcoming your new customers

The transition will be bumpy and you may have questions along the way.  However, you will be better off in the long-run and the short-run may also bring unanticipated benefits!!

Need help?  We can show you the ropes and help manage the process...you have an expert in your corner with MarketMatch!

Cheers!

Bruce

"So What?!?!"

Everybody has a story … very FEW are worthy of being told.

As the great storyteller of your institution, what is your story? How is it different? Compelling? Exciting? Story-worthy.

I'm a storyteller myself, and I believe that it’s our job to ask, “So what?” When you see a billboard or a web banner … a Super Bowl ad or hear a spot on NPR … and ESPECIALLY the work that comes out of your office! What is the story? Is it worth telling?

You should be able to see the strategy in every marketing touch point. Are you trying to create trial? Increase awareness? Regardless of the message, you should be trying to differentiate. Tell why someone should drive by 3 banks and 2 credit unions to get to your branch.

Consider your story. If you weren’t telling it, would it be worth listening to?

Take care,

Eric

Turning Oops into Opportunity

After a hailstorm, I had my roof replaced a few weeks ago and it could easily have been a tale of two experiences.

During the replacement, the workers dropped a large roll of roofing paper onto my deck - shattering a portion of my handrail.

When the job was complete, they had used a metal valley (the seam between to roof lines) that we did not previously have ñ and that my wife hated!

Shortly after the roofers left, I mowed the lawn and ended up with a flat tire on my rider thanks to a roofing nail.

And with all that said - I would highly recommend my roofing company to anyone.

Surprised?

The rest of the story is that they:

• Rebuilt a new handrail to match the destroyed one on the next day
• Replaced the metal valleys with a more aesthetically pleasing treatment within a week
• Took $100 off the roofing cost to replace my flat tire

The unfortunate reality is that accidents happen ... statements can be wrong ... debit cards can mail late ... tellers can miscount bills.

The important thing is to proactively turn these "oops" moments into opportunity. Make the situation right ... by any means necessary ... and then some if possible.

4 Simple Rules

1. Employees cannot be afraid to call mistakes to management attention as soon as they are discovered.
2. All staff must feel empowered to correct an issue as quickly as possible (parameters can be set for significantly costly issues ñ but common sense should dictate what needs to be done here).
3. "I'm sorry" are very powerful words!
4. Give a little extra for the inconvenience.

By doing what is right, you can turn possible tragedy into a referral opportunity.

Take care,

Eric

Where does the time go?...

Well its officially the end of a hot dry Summer. Pools are closed, the kids are back in school, and a very productive 3rd quarter is drawing to a close.

In our industry, some projects take a lot of planning and organization to keep all of the moving parts in order. You need to make sure everything is on target and ensure that all parties have the elements they need to pull everything off. That takes alot of effort and responsibility.

Many times you get so engrossed in the work, that all of a sudden, you blink and it's 2 months later. In the heat of the moment when you're under deadlines you don't really get the time to appreciate the effort that goes into those campaigns.

Trust me, we all know work and projects can get very hectic - Just make sure you take the time to breath and enjoy the fruits of your labor. When I get down time, or complete a big project, I try to go back through and reflect on it. I pat myself on the back, take it all in, appreciate how all of the pieces came together, and stand in front of the mirror and flex (OK not really the last part so much). Just don't let a whole summer roll by before you realize it.

If you ever feel like you need a hand, or that stack of work isn't disappearing fast enough give us a call we're always here to help.

Until next time,
Jeremy

Lee Iacocca once said "We are continually faced by great opportunities brilliantly disguised as insoluble problems."

Who in the finance industry hasn't faced problems in the past 4-5 years? But today, are we able to look back at these insoluble problems and see opportunities that were a result of these problems? Some of these issues we know were out of our hands but those issues that we could see, control and do something about were you able to find the answers? Have those problems and answers paved the path for your future? Were there lessons learned?

Problems are only situations or issues without answers. Find the answers & uncover your opportunities. Yours will be different than anyone else's.

Make it a great Friday.

Debbi

Planning for 2012 Planning

Here's a short video to help you prepare for 2012 planning.

See more Marketing Minutes here.

For much more information on planning for 2012 planning, join us for our

FREE Brown Bag Lunch on Friday, September 16 from 1:00 - 2:00 PM est.

Best Laid Plans...

I spent the last 16 weeks logging more than 400 miles in preparation for an ultra marathon.

What's an ultra marathon, you ask? You know when you finish a "regular" marathon and you wish you could run more (read sarcastically)? An ultra takes care of that.

Anyway, aside from running a boat-load of miles, preparing for an ultra takes planning. I planned and practiced everything from pace, to running in a variety of conditions, to analyzing how I would fuel and hydrate before and during the race. I had run every step of the race in my head numerous times and was prepared for practically anything.

Then race day came...

Mother Nature has a disturbing sense of humor. The skies opened and the rains came ... non-stop ... tenaciously ... for more than 15 hours before my 31 mile trail race ... on dirty. Well, it was originally dirt! By race time, we were running in ankle to shin-deep mud and puddles (well, more like small ponds) that went to our knees. In the end, 16 weeks and more than 400 miles of training, preparing and planning were shot. No one could have prepared for this.

My banking point? As we begin to look at planning season for 2012, remember that planning is vital to feeling ready and confident. Planning will make you prepared for 90% of your upcoming efforts. But planning must be flexible. You never know what's going to be thrown at you on race day. A major employer in your market may close it's doors (or open them), your community may have a flood, your CEO may save a child from a burning building. Good or bad, your business environment can change as fast as my dirty trail turned into a mud bog. Be ready to roll with the changes.

Take care,

Eric

Wednesday...the count down!

Greetings!

It's Wednesday the 14th and the countdown is officially commencing...the ABA Marketing Conference is t-minus4 days!  For this year, the conference is in Baltimore-- an ideal location in a great city.

The agenda looks strong, the attendees list growing and the impact to planning for 2012 will be large!

Will you be there?

We hope to see you in Baltimore...

Cheers!

Bruce

We will never forget

As we come upon the 10th anniversary of 9/11 let us not forget about the precious lives that were lost and the lives of those who were forever changed.

http://www.youtube.com/watch?v=1-a0fsmF1rk&feature=player_embedded

This video gets me every time. It reminds me of how blessed I truly am, with my freedom, my life, my family. May you find peace today, September 11, 2011 and every day of your life.

Make is a remarkable Friday.

Debbi

Logo throwback

I get to thinking from time to time how far brands have come from past decades and how logos have evolved over the years. This entry is simply an interesting comparison from yester-year's logos to the marks of modern times. Its quite interesting to see a logo evolution whether it be better for the brand or just a natural progression to a younger audience.



Until next time,
Jeremy

Want a Super Bowl Ad? Better Hurry!!!

Kickoff of the 2011-2012 NFL season is tomorrow and already there are only 5 slots open for this season's Super Bowl!!!

Have you planned YOUR January media yet?!?!

These 30-second spots are selling for a record $3.5 MILLION each. That's right, for every second you watch some monkey dance for beer and for every second you suffer through the GoDaddy girls partially undressing, someone is paying $116,667.

The banking point? Really, it's just a cool advertising fact. But if there is a lesson learned here its that there is value in reach. $3.5 mil per :30 is justified (to some) because the game is a national event. More people are watching one TV station during those 3 hours than during any other time of the year. You don't see this kind of lunacy with the World Series or NBA finals - because they're stretched over a week. You don't see TV spots going for $3.5 mil during the NHL Stanley Cup - because, well, it's the NHL.

The Super Bowl is an EVENT! Larger than life ... even if you don't care about the teams playing.

I think that we can all learn from the event aspect for our self-promotion. I won't promise 3.5 million new customers or $3.5 million in new loan balances, but if you can create an EVENT, you can generate buzz.

Take care,

Eric

Go ahead celebrate a little...

Tomorrow my wife and I celebrate our 5th wedding anniversary - which led me to start thinking about milestones.



Success in general is accomplished by surpassing milestones. Regardless if it is a career milestone or a personal one, everyone should take the time to celebrate them. Without at least recognizing milestones and/or goals, you never really stop to take a breath to see how far you've come on your journey to greatness.



Here are 5 reasons to make sure you track and celebrate your milestones.

1. A celebration helps you refresh, reboot and get ready for the next milestone
2. Achievements big, small, good or bad, are opportunities to look back and learn from your mistakes
   
   
3. Things happen in small steps, and a milestone is a reminder of how far you've come in accomplishing those important steps towards your end goal
4. A milestone achievement is also an opportunity to start a new phase, evaluate, and perhaps take steps in a different direction
   
   
5. Who doesn't love celebrating...so go ahead celebrate when you reach your next milestone!

Until next time,

Jeremy

A Monday Motivational Moment

Greetings....

Hope you all had a GREAT weekend.  Friday night was the start of high school football...my son's Senior season!  While the game didn't turn out on our winning side, it still provided plenty of fun and motivation for next week.

While sitting in the stands, I read the back of a t-shirt from a fellow Northmont parent.  It was a quote from a long-time Northmont soccer coach that had coached hundreds of area youth and unfortunately passed away recently.

The quote made me stop in my tracks and think about a lot of things...and the reach for greatness was one of those items.

So, for Monday morning...I share a quote to help each of us reach for greatness!

• Celebrate your accomplishments loudly... yet set the bar a bit higher each time you reach success.

Cheers!

Bruce Clapp

Winning the Game

It's Friday in the fall...and that means high school football!

I LOVE this time of year...the only thing better is spring training for baseball!

I am constantly reminded when I watch high school football of several key things that easily translate to your job as a bank or credit union marketer:

1. The games not over until the whistle sounds


2. One play can alter an entire game


3. Its the most prepared team that wins...

For each item, the translation to your job is:

1. Keep plugging along and refocusing your efforts...the competition isn't slowing down and neither should you!  If you are behind goal at mid-year, reevaluate what you can do the remaining months...the goal is STILL within reach!


2. Its all about focus...  Keep the focus, its the little plays and small decisions you make and the small demonstrations of support and encouragement that can completely change the outcome of a game!


3. The most prepared team...not always the most athletically gifted or the bank/CU with the best rates or best locations.  The team that works most together as a team and keeps sight on the end prize while having done their prep work WILL be the winner!

Hope you have a GREAT Friday...

Cheers!

Bruce

Its Friday...

Friday...

And its ONLY 75 degrees out today!!  A welcome break from the unrelenting heat!  Texas just broke their string of 40 straight days of 100 degrees or higher....wow!

Enjoy your day and have a fantastic weekend!   For many it is the last weekend before school starts back in earnest.  Enjoy!

Cheers!

Bruce

Lessons from Congress...

Well...today the stock market is taking a beating.  I usually don't make political comments in our blog...and this one is not a strict political commentary...but I must borrow from the recent political happenings surrounding the debt ceiling.

Congress toiled and toiled and bantered around a political hot potato that is the statutory debt ceiling for the United States.  Finally, at nearly the 11th hour, Congress ratified an agreement that in principle increased the debt ceiling and addressed several other key political points...however, they forgot to ask the rating agencies for their reviews. As you know, on Friday Standard and Poors downgraded the rating on US debt...creating the exact problem that Congress was trying to avoid!

The lesson here is that you MUST not only pay attention to the interested parties in your market (for us...our customers and potential customers) but LISTEN to what they have to say when you actually ASK them for their input.

The customer has keen insights and may see things differently than we do...like the rating agencies seeing things differently that Congress. 

You need to stop and engage your customer and marketplace to determine WHEN and IF the actions that you are considering are going to be accepted and if not...help to determine what you should do!

Far too often, as an industry, we have insulated ourselves in meeting rooms and have a false sense of the customer pulse...the only way to know it, is to take it yourself through customer interactions and asking tough questions.

So, learn the lesson that Congress has not yet learned...ask the questions and be ready to modify your answer or strategy based upon the feedback you receive....in the end, you will be miles ahead and dollars saved!

Cheers!

Bruce

Wow...It's Hot!!

OK...its the 1st of August and it is just PLAIN HOT!  Record temperatures, record number of days in the 90s, and lack of rain... it all rounds up to a tough summer for being outside!

My summer has been hectic, busy and fun!  From great client project work, baseball travels with my son, and a vacation trip to a place in Colorado that I had not been to in 30 years...wow!  But I got to share that along the way the heat was just incredible!

My entry today is about turning the heat into something productive... I know, let me cool down first and then we can talk about doing more work!

The cooling down part is what sounds great...but this time of year, everything is just starting to heat up-- for work that is.  School is starting back, vacations are winding down, budgeting for 2012 is right around the corner, and the 3rd quarter is in full swing!

Here are 5 steps to take to ensure you heat up your institution:

1. Create a back-2-school promotion and have fun with it...
2. Focus on auto lending for the all important September selling season...
3. Prime the HELOC pump for customers wanting to fix the house, repair the AC, etc...
4. Launch a small business campaign, acknowledging the power of small business...
5. Update your marketing plan and calculate all of your ROIs for the first 1/2 of 2011!

These are sure fire ways to get your blood pumping and heat up your hallways at the office (like it needed it!)...

Have a great day!

Cheers!!

Bruce

Out the door first with personalized debit

I love early morning trail runs! The best part? Serenity ... peace ... solitude. The worst part? Spiderwebs!

The point? There are great benefits to getting out the door first.

We have a client who offers instant issue debit cards. When we shopped their branches, the staff talked about the benefit of receiving the cards instantly ... which, to us bankers, is really cool. What they were missing was the true, differentiating benefit to the consumer. With the instant issue debit, they also offered card customization. Their members can have a debit card with a picture of their wedding day, a close up of their brat's mug or a shot of their refurbished hot rod ... whatever they want! Sure custom cards aren't "instant," but they are darn fast (a few days wait). The unique benefit is emotional.

Now, I don't know about your specific market (yet!), but in this market, while other banks have "free checking," no other competitor is marketing personalized debit cards. It's a unique product, it's tied to the almighty checking account and it has emotional appeal. It's the perfect storm! We rolled the print campaign out last week and will be focusing there for some time.

By getting out the door first with custom debit, I expect that this client will enjoy the serenity, peace and solitude of a less crowded competitive marketplace. And I'm sure it'll be better than running back in the crowded pack of "Free Checking."

Take care,

Eric

Friday...the end or the beginning?

Happy Friday everyone...

But Friday's pose a question that helps us determine the MOST successful and those that are successful some of the time.

The question...

                     Is Friday the end of the week... or the beginning of the next week?

My answer... its the end of the week for those that are successful some of the time and the beginning of the week for the most successful!

Here is a "game changer" thought to ponder...

• Make Friday the 1st day of planning for the next week
• Make Friday the 1st day of retro review for this week

 Hope you have a GREAT Friday...

Cheers!

Bruce

Do you play to win, or not to lose?

Do you play to win? Or do you play not to lose?

There is a difference!

It's the difference between the prevent defense and the shut-down defense;

The difference between being reactive and proactive;

The difference between blending in and demanding market share.

Look at your locations, image, products and delivery...

Are you playing to win, or not to lose?

Opportunities Lost

It may be old school, but it’s true … David Ogilvy said that nothing kills a bad product faster than good advertising. What kind of service are customers and prospects receiving from your frontline staff?

Several times a year, we get the opportunity to conduct a secret shop analysis for clients. This is where we walk into the branches of our clients and their key competition and shop for checking accounts.

It never ceases to amaze me about the opportunities that many banks and credit unions are loosing at the point of sale.

The bottom line is that, unless you take specific steps to correct it, it is basic human instinct to take the easiest road. When a customer asks for information on a checking account, that’s exactly what most employees provide. We usually find one of the following responses:

Bad: The employee will hand-off the checking brochure with no explanation or effort.

Better: The employee will use the brochure as a crutch and literally read each and every checking option (in some cases even a second-chance option).

Best: The employee will ask questions to determine the best checking option, recommend a product based on the conversation and explain why that product is best using real benefits and, in the best cases, real-world personal examples (“I love our mobile banking, it’s so easy to use and you can deposit checks by just taking a picture with your smartphone.”)

If you want to move your team from Bad to Best follow these steps:

Teach: Your team wants to be helpful to the customer. Let your team know that simply giving the customer exactly what they are asking for is not helping them. Train that we must first understand their needs before we provide recommendations.

Tools: Most new accounts folks we talk to rely on crutches, even though they know the products. It’s human nature. Don’t fight it – give them useful crutches. Instead of talking to brochures, we provide our clients with tools that walk staff through the qualifying questions we want asked.

Personal Experience: Stress the importance of benefits over features. Rates are not benefits! Free is not a benefit! Saving money is a benefit … easy to use is a benefit … saving time is a benefit. If your team can speak from personal experience to these benefits it’s even better. Do all your employees use YOUR products?

Close: Providing information is one thing, but we need to ask for the close. Handing off your business card is not a close! 1) Ask to open the account today. 2) If the customer cannot, ask to get the process started for them, then make an appointment for them to come back. 3) Ask for the customer’s phone number so that you can follow-up (keep control of the situation – if you rely on the customer to call back, they won’t). 4) Provide your business card and tell the customer what days/hours you are usually at the office.

These tips sound basic, but after hundreds of shops from all over the country, I can assure you that very few banks or credit unions are following them. This process will differentiate you and help to drive account opening and cross sells at the branch level.

For more on lessons learned from our shop experiences, click here.

Take care,

Eric