Strategic Marketing by MarketMatch

Communicating with your creatives

2012-01-26T13:09:00.003-05:00

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.

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?
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.
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.
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.
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!

2012-01-23T15:46:00.000-05:00

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.

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What I really need is...

2012-01-23T07:00:00.000-05:00

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

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You should join us for the Brown Bag Lunch Sessions

2012-01-20T15:02:00.003-05:00

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:

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.
New rules require new thinking: the regulatory changes, easier/harder - right/wrong, are here to stay. We have to adapt.
It's the customer, silly!: what makes us successful? The customer! We have to be relevant and add value to their equation!
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.
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

Learn more here.

The Big Picture

2012-01-19T15:31:00.000-05:00

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

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Top 3 Reasons Webinars Work

2012-01-17T17:28:00.000-05:00

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:

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.
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.
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

If It Ain't Broke...

2012-01-12T14:28:00.000-05:00

Each time you run a new checking campaign, do you have the urge to sharpen 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 and fulfilling and fun.

Here are some very successful campaigns that companies have fought 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)

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2012-01-10T13:31:00.000-05:00

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

Top 5 Issues Facing Marketers

2012-01-09T11:20:00.000-05:00

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:

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!
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.
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
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!
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

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New Year...New Goals

2012-01-05T16:33:00.005-05:00

Everybody goes into a New Year with a list of goals or resolutions in mind. Most of us will go strong through January to lose weight or save money, but by the early part of February we start to slack a bit and by March we are back to our old habits. This unfortunately, is true for designers as well. You have really good intentions and try to reach certain goals you set for getting off to a good start in the New Year, but end up fizzling out by the end of February.

Try something a little different this year. Set your sights on a monthly goal. That way, at the start of each month you get a new goal/resolution to work towards.

Here are some resolution ideas to consider over the next 12 months:

Get more involved in the marketing/design community
Tap into new inspiration sources
Update/upgrade - hardware/software
Attend a conference
Step outside of your comfort zone
Organize, organize, organize
Take an unconventional vacation
Reflect on your archives/past projects
Teach yourself a new skill
Share some insight and/or knowledge
Take yourself less serious
Rearrange your workspace

Until next time,

Jeremy

Learn more here.

The Power of 5

2012-01-04T11:15:00.000-05:00

The Good News: Most everyone who walks in your front door needs more of your products!

Nearly all adults have a need for AT LEAST 5 different product categories …

We call this the Power of 5:

Checking: The “spend” account.
Access: Ways to get to their money. All electronic, plastic, and co-op tools.
Savings: The short-term emergency account.
Loans: Home, auto, credit card…
Investments: CD, IRA, Trust, Insurance, etc.

The Bad News: Only 43% of consumers who purchased an additional banking product did so with their PFI.*

As you look at your 2012 budget, priorities and objectives, ask yourself one question:

Do you have at least 5 products in every household?

A focus on your existing customer/member base will be more cost effective, will yield better results and will decrease attrition.

* J.D. Power & Associates report

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Branding ... It's Not Rocket Science.

2011-12-28T10:14:00.000-05:00

... 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!

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What?? It's 3:00 am!

2011-12-22T09:55:00.000-05:00

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"

2011-12-22T09:45:00.000-05:00

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

Learn more here.

Know the Lingo

2011-12-15T16:28:00.000-05:00

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.

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%

2011-12-14T10:55:00.000-05:00

Lets face it. Regardless of your great checking product or competitive rates or fancy branches, when it comes down to it, customers really want convenience and assurance.

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 brand awareness 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 REAL secret …

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

It’s what happens in the other 1% of the time that really helps 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, need guidance.

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

Train to spot the 1%: Your staff should understand this 1% rule and know the difference between a need to simply do their jobs and a need that will change a customer’s life.
Life Stage: To help identify many of your 1% situations, understand the events in a typical life cycle that impact someone’s finances. Define the events, understand the customer needs, present solutions, provide front-line tools and train, train, train.
Tell your story: Your staff impact customer’s lives every day. Your bank or credit union has helped many customers tell their life stories. You’ve helped them buy their first home, manage their budget so they can keep their home in times of trouble, you’ve helped to retire early or restructure finances when priorities change with the birth of a child. You should share these stories inside and outside of your branches.

Being prepared for the customer’s 1% will help to create more loyal customers, will increase referrals, and will help deepen relationships. Keeping their accounts accurate and not charging ridiculous fees is expected – for the day-to-day stuff, people only notice when you drop the ball. But, being there for customers when they REALLY need you is what gets them talking and keeps them with you.

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Lessons From The Cheshire Cat

2011-12-07T13:38:00.001-05:00

“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?...

2011-11-11T10:46:00.000-05:00

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?

2011-10-27T15:04:00.000-04:00

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)

2011-10-26T09:56:00.000-04:00

We are on day 38 of a client promotion focused on personalized 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 direct mail. The foundation of the promotion is a photo contest where each credit union member who opens a photo debit card has the option to add that photo into the contest.

The call to action for all media is a unique URL where they can 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 voting period. We use the same unique URL as Phase 1, but add the voting element. Of course, members and potential members can still create their own card and begin the account opening process – they just cannot enter into the contest.

During this time, we use email and Facebook to promote the voting. The key is to provide tools for the contestants to push the message to their social circle to encourage voting for their photo.

PHASE 3: Announce Winner & Continued Awareness

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

RESULTS

Phase 1

We experienced a spike on the first day of the media campaign with more than 100 absolutely unique visitors on day 1. The first week, the daily unique visitors 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 to members to re-energize response and saw another one-day spike of more than 400 unique visitors (a 400% increase over our best day of TV). Again, we leveled out to about 50 visitors 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 per month, we generated 70 photo card contestants in 4 weeks (we are still waiting on actual new checking and new member numbers – the true test of success).

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

THE LESSON

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

The social media aspect of this campaign is working because the target is motivated by a prize to push the credit union’s message. But if 70 contestants can generate about 3,500 unique visitors to a site in just 7 days, without a penny spent on external media … imagine the impact of a sustained social media program, as part of a full on-going marketing effort, where you are offering valuable information, an occasional contest and random product specials.

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.

Learn more here.

Or contact me directly.

Time Change?? ...Change your planning style

2011-10-24T11:44:00.000-04:00

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:

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.
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!
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

2011-10-20T22:10:00.001-04:00

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...

2011-10-18T11:23:00.000-04:00

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:

Segment your customer and marketplace into demographic and psychographic groups
Segment your messaged to match the groups
Be even more dimensional in your marketing strategy (and then your advertising, too)
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?!?!"

2011-10-16T19:01:00.000-04:00

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

2011-10-05T11:06:00.000-04:00

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

Employees cannot be afraid to call mistakes to management attention as soon as they are discovered.
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).
"I'm sorry" are very powerful words!
Give a little extra for the inconvenience.

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

Take care,

Eric