Prepare for a Zombie Apocalypse

From the "Damn I Wish I Thought of That" file.

Last week the CDC ... yes, the U.S. Government's Center for Disease Control launched a campaign so successful that the generated traffic crashed their servers. I would LOVE to have a server-crashing campaign!!!! Wouldn't you?

Anyway, if you've watched the news at all lately, Mother Nature's been pretty testy. As a reaction to all of the flooding, tornadoes, and other unexpected nasties, the CDC wanted to educate the community about how to prepare.

Their answer? The Zombie Apocalypse blog. Here, anyone can learn how to prepare for and possibly survive a zombie apocalypse. You know, stuff like, have clean water on hand, keep a radio and spare batteries, non-perishable foods - stuff like that. The beauty is that there is nothing revolutionary here (kinda like the concept of checking and loans, huh?) They simply found a way to communicate information that most people simply don't care about (again, kinda like checking and loans, huh?)

This is a wonderful case study in taking a normal strategy and turning it on it's head to see things differently. It stands out, it differentiates, it clearly communicates and it has been darn successful.

I, for one, am inspired. I hope you are too!

Take care,

Eric

Shared vision...is better than 20/20

Do your palms start to sweat when you are at the eye doctor's office and they ask you to read the eye chart? Or how about when you are renewing your driver's license and you have to read the eye chart? All the sudden I feel like I'm blind and I'm going to miss something even though I have 20/20 vision.

Do you think your staff ever gets that sweaty palm feeling when they are handed a new project, new initiative or faced with a new dilemma? There are probably times when your staff feels blind even though they have the power to complete the project, set a new initiative or conquer a dilemma, they just need a little guidance to get started.

Shared vision...is better than 20/20

Here are some ideas that might help you show your employees the light..

• Tell them your story
• Get your staff involved in living the vision
• Make resources easily available
• Set interim goals and celebrate success
• Momentum is contagious

Drive your staff to achieve a higher purpose, together, by sharing your vision. When you share information they will feel more involved in the overall picture, which will empower them to work towards the common goal. Striving for a common goal will produce results you never thought possible. Give it a try, you will be surprised!

Make it a great Friday!

Debbi

Standing out in a crowd..

Ok... we have all seen it...the crazy guy with the rainbow hair holding the sign.  It got our attention, right?  For a second, yes.

In the crowded world of banking... we all have options (and so do our customers!) we can---

1. Be the crazy guy in the rainbow wig
2. Be the non-descript woman dressed in casual clothes
3. The young man with the #7 jersey (along with 4,753 others wearing the same!)
4. Or we can be the stylish person that turns head when they walk past...because they just look confident and well put together!

We say #4 all the way!

In recent months, we have been doing a tremendous amount of product evaluation and realignment.  Some because it has been done in a long time and other looking to stay ahead of the curve!

When done right, you become the stylish person that does not need the fancy rate, gaudy hair, or best gift with purchase...peoples will bank with you because you offer the best value for their time, effort and life. 

This is an enduring value proposition...but one that takes strength to offer and stand-by...while others flash their rate, lower their fee or offer a cool new Corningware set!

Hang tough...it WILL be worth it in the end!

Call us...we can help you be strong!

Cheers!

Bruce

No One Woke Up This Morning Needing YOUR Checking Account!

I know ... it hurts ... I'm sorry.

What's worse ... no one wants your mortgage ... or your auto loans ... or your CD.

What consumers WANT is:

• Fewer miles to drive
• A teller who wants to be there
• A new home
• A new car
• An expert to recommend a way to save money
• To feel good

So, what are we to do as banks and credit unions? Let's face it, our products aren't cool. No one's going to camp outside your front door for the launch of your new CD rate!

You Have to Differentiate

We may not be the next evolution of the iPad, but we are a necessity. That said, we need to give consumers a reason to consider us over the 6 banks they're going to pass to get to our branch.

What makes you stand out? Is it your convenience? Your personality? Your technology?

• Scrutinize the competition: Identify their strengths and weaknesses in pricing, convenience, service, products and image. Where do your strengths align with their weaknesses?
• What does your market NEED: They don't NEED price. If all you have to hang your hat on is a rate, your neighbor can beat it tomorrow (and you'll price yourself out of profitability). But, if lower fees truly are a differentiator, see how this credit union "pulled it off" (literally!!!). The bottom line is, talk to your customer's real needs ... and your product's real benefits.
• Be different: When my first CEO asked me why he should hire me with ad agency experience and no banking experience, I told him it's because consumers don't understand banking and it's my job to "talk" with these folks. I believe that it's the banks and credit unions who think like retailers that are truly differentiating themselves and gaining market share. Try to appeal to an emotion. After all, we're dealing with our customer's money ... what's more emotional than that!

As you're reviewing your past and future campaigns, keep in mind that the market doesn't want your product ... they want what the product will get them!

Take care,

Eric

Getting Micro Can Yield Mega Results

Segmentation is everywhere. It's why we have 300 TV channels (and nothing on) and the reason for hundreds of magazines on the shelves.

As qualified marketing professionals, I don't need to sell you on the benefits of segmentation in maximizing your marketing budget ... but what about segmenting your web efforts?

Microsites can be incredibly useful tools. These mini, highly-focused sites can target a specific product, solution or customer segment and deliver a niche message or promotion.

Why Create a Microsite?

• To better promote specific pages of your main site
• To target a specific call to action
• To deliver a narrow value message to a focused target
• To enhance a particular promotion with a more memorable URL and value message

Some critics contend that a microsite can compete with your main website for search engine attention, and if not thought through, it can. To maximize SEO with your microsite, use key words in your microsite URL. You can also use your microsite to link to targeted pages within your main site.

Is a Microsite Right For Your Strategy?

• What is the goal? If a microsite offers a better opportunity for your communication to be more memorable, targeted and/or easier to access, it's worth consideration.
• Will the content be unique and interesting to the target?
• Do you have the resources? Can you maintain and effectively promote the site? These sites are great for short-term efforts. If your intention is to use the site long term, consider how you will drive consistent traffic and keep people coming back.
• Will it compete with your existing site or enhance it?

At MarketMatch, we have had great success with client microsites.

Want some examples?

Each of these microsites focuses on value-added content. One in the form of local resource links that are specific to the target and the other with valuable articles.

• www.AreU1.com (a stand alone microsite designed for life stages)
• www.MidCountryBank.com/HomeLoan (A microsite embedded in the client's main site)

Take Care.

Eric