The Easiest Cross-selling Method

Everyone knows the importance of cross-sell and what this does to the bottom line of our financial institutions, but do you know the first place to start in putting an effective cross-sell program together? It begins with every employee within your company.

The best way for your employee to know and promote your products and services is if they themselves use them.  Other ways to encourage employees to get excited about cross-selling are:

• Start with internal campaigns to encourage and educate your employees well in advance of your external campaigns.
• Be sure to offer as-great or greater incentives for your employees than you offer your customers. After all, it’s your employees that take care of your customers.
• Make the internal campaigns fun and exciting - friendly competition among coworkers, branches, and/or departments can really get people fired up.  If your company has ‘silos,’ mix up the silos with team members competing on different teams. (For an example – everyone with birthdays in January on one team, February another team, etc.)

Make it your goal that each employee is your financial institutions’ best customer. I promise you, if every employee uses each of the products and services your financial institution offers, your cross-sell ratios will be greatly impacted!


Best,
Melissa

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People often say that motivation doesn't last. Well, neither does bathing - that's why we recommend it daily.  - Zig Ziglar


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.

Today, We Reach a Milestone!

Today, the MarketMatch blog surpassed 50,000 page views!  Thank you for your continued interest.  We hope that you enjoy reading our rants about financial marketing as much as we enjoy sharing them.

To get you caught up on the last 50,000 page views, we thought it was appropriate to share some of our more popular posts:

• It's Complicated
• The Economy is Right for On-boarding
• Turn Your Management into Movie Stars
• Walk the Sign
• Ain't Technology Great?
• Opportunities Lost
• Share-of-Wallet vs Share-of-Market
• Is Your Personality Contagious?
• Turning "Oops" into Opportunity
• No One Woke Up This Morning Needing YOUR Checking Account!
• The Checking Account is Dead ... Long Live the Checking Account!

Again, thank you for following us.  We share our opinions because we love bank marketing and we sincerely hope that our passion bleeds through in our words.

We also share our expertise as a "test drive" for your bank or credit union ... To demonstrate our understanding and knowledge of financial marketing ... In the hopes that one day, you'll require our marketing experience.

Learn more here.

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Or contact me directly (click here).

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.

Communicating with your creatives

Creative departments and designers in general, are a major keystone in your end marketing product. Simply put...we turn thoughts into a visualization. We craft visions and concepts into a tangible "look" and "feel" that represents your brand.

The best way to get your project out of your head and onto a sheet of paper or a computer screen is to be able communicate those thoughts and goals with your designer. Easier said than done, I know, that is why I have listed a few tips to help in this process.

1. What's the point?
   What is it that you are trying to say. In the end it is the most important part to any design. What is the message you are trying to get across? What is the end milestone for this particular piece/project?
   
   
2. Who cares?
   Your audience dictates many things in a design. Be sure to communicate to your designer who the piece goes to. Who is going to pick this out in a stack of mail? You don't want to insult your target demographic/audience.
   
   
3. Trust me, I got this.
   Creative folks are educated professionals in their field, similar to contractors in the construction field or mechanics in the automotive field. We know all about the latest design techniques, color theories, software, visual hierarchy, etc. and have a ton of resources to implement them. In general we have a pretty good idea of what is going to work and what isn't. Trust us we are professionals - we do this all of the time. Listen to your designers thoughts and advice.
   
   
4. What's it made of?
   Its all about the details. Designers can better interpret your needs if they can visualize the facts. Let them know about: copy requirements, overall ideas, image requirements, colors, schemes, size, printing preferences, timeline, budget. Without an idea, rough content or organized thoughts, a designer has nothing to go on. We can make pretty pictures all day long but they mean nothing if the content is not on point. These are all the crucial things you'll need to tell your designer before starting a project. Do not leave out information that is important to you. You don't want to get to the final draft of an ad and remember about all of the stuff that needs crammed in at the last minute when your already out of room.
   
   
5. Timing is everything.
   Allow ample time for the design process. Design is an artform and allowing enough time for the designer to take your concepts and put them in a visual form is imperative. Often times a designer goes through many different layouts before they find what works. If a rush design is needed, be sure to inform them prior to the start of the work so they can offer suggestions to fit your timeframe without compromising the art.
   
   

Using these basic guidelines will yield a better end product as well as smooth the creative process. You will get more out of your thoughts and visions by being able to communicate them better with your designer.

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.

The Checking Account is Dead ... Long Live the Checking Account!

OK, checking is not "DEAD," but certainly evolving.

I've been seeing several blogs and e-discussion about the death of the checking account because of electronic evolution and I'd like to add my two cents.  To me, it's a matter of perspective.

I'm rarely a fan of renaming products and re-educating customers, but it may be time, my friends.


As true customer-centric marketers, think about how your "Checking Account" is used.  In the past, the paper check was the primary access tool for the account.  Well, we all know, it's not your parent's checking account any more.


People will always have a need for this account -- simply because they will always have a need to access their money.  We just need to change the way we look at it.

It is no longer a CHECKING account, it is an ACCESS account.

Think about it!  It's a simple idea with enormous ramifications.  


This basic change in product name shifts the focus to what the customer really needs the account for.  It also controls how our staff sell the products and services that go with it.  


Would you ask, "would you like checks with your checking account?"  Of course not, it's absurd.  Then why do we ask, "Would you like online banking with your checking account?"


As an ACCESS ACCOUNT, our front line team can now focus on, "How would you like to access your account?"  


When we increase the utilization, we increase our PFI status and, in turn, increase income.

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.

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What I really need is...

Remember when...

The iPad was not a word, the iPod was a glimmer in Steve Job's eye, "tivo" was not a verb, noun or an understandable word at all!

Yes...the innovators have changed the world.

The financial industry is changing...for the better or for more challenge will remain to be seen...but changing none the less.

Your challenge-- should you decide to accept it-- is to figure out what your client or marketplace "really needs."

BancVue started recent innovation with the "high rate checking, Bank of America came along with "Keep the Change", Huntington Bank added the "24-Hour Grace" and "Asterisk-Free Checking."

Each addressed a fundamental financial need...that was not directly on the surface or clearly spoken by the customer-- but a clearly defined need indeed.  Similar to Tivo, people did not know what they were missing.  To me that is a hallmark of a true innovation-- something not expressly defined as a need by people, but once it arrives, one wonders how they got along with out (just TRY a day without your iPhone!!)

Here are three keys to helping YOUR organization innovate...

• Listen... Intently-- to you customers and your staff.  Their actions WILL show you what they need and what innovations may stick
• Get up close and personal-- the front line of your organization is probably solving the issue right now (the 1st switch kit was born as a sight draft and an industrious teller!)
• I think I can...I think I can-- the best innovations come from areas that are improbable and sometimes from a staff member that may be outside the realm of management...be open to the greatness of the idea!  Some of the greatest ideas started small and in a garage (think HP, Apple, Microsoft!!)

Innovation--- its AT YOUR FINGERTIPS!

Look for it...be open to it...seek it out.  It is there for the taking and your clients will love you for it!

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.

Chat with me LIVE!

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You should join us for the Brown Bag Lunch Sessions

We just finished the January installment of the Brown Bag Lunch Session. Today's topic "Top 5 Issues Facing Marketers in 2012" was moderated by Eric Gagliano and David Kreiman from Glenview State Bank was our guest speaker.

If you didn't join us today you missed out on a great session. This open dialogue had some very informative conversation going back and forth between speakers and the attendees. The 5 issues discussed were:

1. It's a different sandbox: used to be you knew who was playing in your sandbox and with your toys simply by being there. Now everyone is playing in our industry.
2. New rules require new thinking: the regulatory changes, easier/harder - right/wrong, are here to stay. We have to adapt.
3. It's the customer, silly!: what makes us successful? The customer! We have to be relevant and add value to their equation!
4. All for one, one for all: the bank/credit union is made of many parts, but to the customer, they want ONE source for many of their financial needs.
5. Consistency: the most important ingredient to real estate? Location, Location, Location! The most important ingredient to marketing? Consistency, Consistency, Consistency!

We have recorded this session. If you are interested in receiving the audio from this Brown Bag, please click here.

The Brown Bag is scheduled the 3rd Friday of the month. The next Brown Bag is Friday, February 17, "Lessons Learned from a Frustrated Shopper."

Make it a great weekend,

Debbi

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.

The Big Picture

One of the biggest reasons why I love graphic design is that each project is like putting together a puzzle. 

Sometimes I get all the pieces right away and I'm able to start and finish the project without any issues. Other times I might get a few pieces one day, then a few more, then something else entirely the next day, week, or month later.  These are the hard puzzles. Sometimes I think all the pieces fit perfectly, only to find that there's one more piece that needs to be squeezed in. Some rearranging is done, and just when I think it's right again, I find another piece, and then another. Eventually, the puzzle pieces have all been joined and an effective design remains. 

Occasionally though, the pieces just don't all fit together. While frustrating, these types of challenges are my favorite. They give me a chance to take a step back and reassess why and if I really need to include so many things. The four most common questions I re-ask myself are: 

1. What is the overall purpose of this piece? 

2. Who is the target audience? 

3. What elements are absolutely necessary to get the message across?

4. Am I more focused on a creative concept than on the overall goal? 

I find that answering these questions remind me of what I'm supposed to be accomplishing in my design. Sometimes the message is being lost in too much material and some words need cut. Other times I'm so convinced my design is good and I'm blinded by the fact that it might not be the most effective idea. No matter what the problem, by taking the time to reassess the pieces, I can put myself back on track to an impressive completed design.  

So, when your pieces aren't fitting together, take the opportunity to step back and look at the big picture. After all, that is the most important part.

Until next time,

Gail

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.

Top 3 Reasons Webinars Work

Webinars are great, cost-effective tools to help market your financial institution, whether your target is increasing number of products for current clients or looking for new clients.  Remember though, it is important to not be sales-saturated in your webinar, but rather provide value through education on worthwhile topics to your target audience. Below are the Top 3 Reasons why Webinars work:

1. They add value: A webinar creates value for the participant. It is an affordable way to create goodwill and customer loyalty, add value, and to stay top-of-mind.
2. They position you as the go-to expert: If you are the presenter, you must be an expert, right? Another option is to bring in other experts to your webinar and offer them to your customers.
3. They engage your audience: It is not enough these days to have a static website. People expect more. Webinars are a great tool that engages your audience and helps you forge a closer connection to your customers.

Webinars can market your financial institution, increase customer loyalty and develop new streams of revenue. Add a webinar (or two or three) into your next campaign and watch your campaign results grow.

Cheers to you,

Melissa

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If computers get too powerful, we can organize them into committees. That'll do them in.
- Unknown

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.

If It Ain't Broke...

Each time you run a new checking campaign, do you have the urge tosharpen your pencil, whip out a blank sheet of paper and START creating a new ad?

       Yeah, me too…

Here’s another valid questions:

Have you EVER run a successful checking campaign?

       Yeah, me too…

If it ain't broke … why do we have a constant urge to fix it?   Yes, the creative process is exciting andfulfilling and fun. 

Here are some very successful campaigns that companies havefought the urge to change for years and years… Can you name the companies?

• We’ll leave the light on for you (1988)
• We try harder (1963)
• Good to the last drop (1959)
• Melts in your mouth, not in your hands (1954)
• Snap, Crackle, Pop (1940’s)
• Breakfast of Champions (1930’s)
• When you care enough to send the very best (1930’s)
• When it rains, it pours (1912)

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).

Are We Spending Too Much Time on Social Media?

Many of us have spent numerous hours researching and learning about social media marketing along with keeping up with the trends, not to mention interpreting regulations, when in fact, only 22% of the time Internet users are actually on social media sites. (via Visual Economics) So what about other avenues of Internet marketing that can bring your company numerous benefits along with stretching your limited marketing dollars?

There are multiple Internet marketing avenues, including, but not limited to; remarketing, search engine marketing and various online ad opportunities. 

All of these tools give us many benefits over traditional marketing including tracking real-time results and instant conversion ability. In addition, you’re able to target your audience by demographics, geography (Geo-targeting), behavior and context, allowing you to place your message to a specific target in your specified trade area.

• Demographics – Age, gender, income, home ownership, and business ownership, are among a few of the options you can narrow down your audience target to include.
• Geo-targeting allows ads to be served based on a user’s geographical location whether by state, city, zip, radius to your branches, etc.
• Behavioral targeting is when ads are served based on the user’s behavior. These are based on a variety of online factors such as previous online purchases, searches, browsing history and can include demographic details as well. For example, if a customer recently visited a site looking for homes you could pinpoint this customer to receive your mortgage loan display ad.
• When ads are served based on related content a user is currently reading or browsing online, it is known as contextual targeting. For example, if you are reading an article on a news website about a bank charging for debit cards, you may see contextual ads for debit cards with no fees from other FIs.

Internet advertising is a smart option for you to consider stretching your marketing dollar and getting results. In addition, your cost per impression (CPM) for Internet advertising is lower than traditional media. If you haven’t targeted this avenue with your marketing campaigns, 2012 would be a good time to give this a try. The dollars you spend to get results will be less than you expect, often less than just one newspaper ad.

If you have questions or need help getting started, contact any of us at MarketMatch.

Cheers to you,

Melissa

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Life is not about how fast you run, or how high you climb, but how well you bounce.  – Unknown

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.

Top 5 Issues Facing Marketers

Issues Facing Marketers

Greetings:

2012 is a year of working with change and ensuring your leverage your position and knowledge.  We have just come out of a historically low economic period fraught with multiple legislative and regulatory changes that have altered our landscape remarkably!

So what is a marketer to do...

Well, I say start with the TOP 5 issues facing marketers today.  In my view, they are:

1. It's a different sandbox: used to be you knew who was playing in your sandbox and with your toys simply by being there.  Now, everyone is playing in our industry. 
         The Key: stay in touch with your customers!
2. New rules, require new thinking: the regulatory changes, easier/harder- right/wrong, are here to stay. We have to adapt.
         The Key: think about making it EASIER for the customer and let that be the lead.
3. It's the customer, silly!: what makes us successful? The customer!  We have to be relevant and add value to their equation!
        The Key: ask questions, study usage patterns and know WHY people make key decisions
4. All for One, One for all!: the bank/CU is made of many parts...but to the customer, they want ONE source for many of their financial needs.
        They Key: make sure your business lines share! Monthly discussions at a minimum!
5. Consistency: the most important ingredient to real estate? Location! Location! Location!  The most important ingredient to marketing?  Consistency! Consistency! Consistency!
        The Key: use frequency and recency to drive your consistent messaging and outreach!

The New Year brings a chance to rethink, reshuffle and realign... take the opportunity to make sure your plans and initiatives are in place for 2012!

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.

Chat with me LIVE!

Or contact me directly (click here).