Adding Sustainability to your Marketing Mix.

Posted by Megan Allinson

Global warming is real. And you don't need to be a scientist to know it's already here.

Earth’s average global surface temperature has risen annually since the 1940s. Nineteen of the 20 warmest years on record all have occurred since 2001.

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Topics: Direct Marketing, Financial Marketing, Marketing Strategies, Strategic Marketing, Digital Marketing Agency, Small Business Marketing

It's time to tailor your omnichannel marketing strategy to fit the now

Posted by Megan Allinson

The Covid-19 pandemic has profoundly altered consumers’ needs. Specifically, customers who once settled for basic customer service now crave brands that make them feel valued, safe, and happier. Adjusting omnichannel marketing strategies to adapt to changing needs is always important, and now it is essential for building brand preference and loyalty. Companies that instinctively pivot to “now” are thriving. 

As recently featured in MarketingTech, Why it's time to tailor your omnichannel marketing strategy to fit the now, written by Bruce McMeekin, Founder and CEO of BKM Marketing, highlights four ways in which marketers can update their omnichannel strategy to meet the ever-changing needs of consumers.

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Topics: Direct Marketing, Financial Marketing, Marketing Strategies, Strategic Marketing, Digital Marketing Agency, Small Business Marketing

Consumers Use Bank Accounts Differently: How Bank Marketers Must Adapt

Posted by Megan Allinson

“Since March 2020, checking account sales in the U.S. are down 200%, according to Raddon. Credit usage has also been displaced by debit card usage, which increased by 8.6%, according to the Federal Reserve. Bank marketers need to react to that sea change. What behavioral insights can we draw from this data?”

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Topics: Bank Marketing, Direct Marketing, Marketing For Banks, Financial Marketing, Bank Merger, Bank Communications, Marketing Strategies, Strategic Marketing, Digital Marketing Agency, Small Business Marketing, Marketing For Financial Services

Define Your Target Market to Stretch Your Marketing Budget

Posted by Katie Pinabell

Year-over-year many bank marketers are asked to do more, and to produce greater results than the prior year, but with the same budget. 

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Topics: Direct Mail Marketing, Direct Marketing, Marketing For Banks, Marketing For Financial Services

New eBook: Boosting Response Rates in 2021

Posted by Andrea Ahearn

As we move into a new year, many marketers are hopeful about bouncing back from the challenges of 2020. Now is the time to expand your marketing strategy with tips and tools to best position your campaigns for success.

With BKM Marketing’s new eBook, Augmenting Digital Marketing with Direct Mail, 6 Tips to Boost Response Rates  in 2021, you’ll learn how to do just that.

This eBook gives insight into understanding your audience, breaks down the top drivers of success for ROI-focused campaigns, outlines where direct mail can be most effective, and introduces ways to integrate digital strategy with direct mail.

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Topics: Direct Mail Marketing, Direct Marketing, Digital Marketing Agency

Driving Sales with Multichannel, Multi-touch Marketing

Posted by Megan Allinson

Multichannel, multi-touch marketing continues to be a critical communication strategy. In 2020, this is not a new concept, but we still see brands struggling to implement this approach in a connected way, especially when marketing teams and/or databases are siloed by channel. It’s still common to see a team dedicated to email, a team to direct mail, at team to digital, and so on. However, even if this is the case there are ways to still implement a multichannel, multi-touch approach.

Why is multichannel, multi-touch marketing critical?

Put yourself in the consumer’s shoes or think about your own shopping/browsing behavior. In today’s digital world we’re on multiple devices and consume information via multiple channels at various times. Think about how often you’re on email, or opening a web browser, or checking Facebook or Instagram. Simultaneously we’re living in an offline world too – checking our mail, having conversations, shopping in a store and so on. At each of these points where we’re consuming information, we’re also ripe for seeing ads and offers.

As marketers we also need to acknowledge that most people don’t make a purchase decision based on seeing an ad once – generally speaking it takes 7-9 touches to create a sale, especially with larger B2C purchases and B2B decision making.

In our experience, we begin to see significant lifts in response when multichannel, multi-touch is implemented in 2+ channels in a highly targeted way. For example, when we added a targeted digital display buy to a direct mail campaign, along with a highly focused landing page we started to see lifts in sales from 21% - 44%. Read the full case study here to learn more about how our lawn care client increased sales with a multichannel, multi-touch approach.

View Case Study: Multichannel, Multi-touch Marketing


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Topics: Direct Mail Marketing, Direct Marketing, multichannel marketing

Redefining How to Make Your Bank Merger Succeed

Posted by Rick Hall

The US banking industry has seen a relatively consistent consolidation rate of 5% over recent years. Prior to the pandemic hitting the industry beginning in March, analysts were touting positive financial indicators that this year could produce an even greater rate and size of merger combinations. Obviously, things have changed dramatically across the industry but the underlying core need for more competitive institutions with more developed digital capabilities and a greater connection to consumer and business needs has arguably never been greater.

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Topics: Bank Marketing, Bank Merger Marketing

Using Direct Mail to Break Through Digital Marketing Clutter

Posted by Katie Pinabell

Now more than ever, we’ve seen a huge push toward digital servicing as many companies shift their models due to the current pandemic.

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Topics: Direct Mail Marketing, Direct Marketing, Marketing For Banks, Marketing For Financial Services

Planning For Our Return

Posted by Bruce McMeekin

For the last three months the BKM Marketing team has been working remotely, just as much of the country has. As Massachusetts prepares to enter phase two of reopening, we too are getting ready to slowly return to the office at our individual discretion. The truth is, today’s technology and our small size has afforded us the ability to continue to conduct business in much of the same way we would as if we were together in the office.

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Topics: Direct Mail Marketing, Bank Marketing, Direct Marketing, Financial Marketing, Marketing Strategies, Strategic Marketing, Digital Marketing Agency

Excelling Through Change - Bank Merger Marketing

Posted by Katie Pinabell

The reality of addressing all of the moving parts needed to effectively communicate a pending bank merger can be daunting. The fact is that most banks don’t have the resources to dedicate to this “one-time project.”

BKM Marketing's Bank Merger Communications - Excelling Through Change is more than a how-to guide for navigating checklists of do’s and don’ts for merger communication. 

This ebook is intended as a resource for bank executives to think strategically about how to effectively plan and execute high impact communications to an array of audiences using all of the key elements of the two bank brands – acquirer and acquired – and build a solid foundation for post-conversion alignment focusing around our Key Takeaways:

1. Focus on Employees

2. Build an Iterative Communication Plan and Manage to it

3. Understand Your Audiences and Focus on What They Need to Know

4. Think Beyond the Merger

5. Conduct a Formal Post Mortem

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Topics: Bank Marketing, Bank Merger Marketing