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.

Read More

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?”

Read More

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. 

Read More

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.

Read More

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


Read More

Topics: Direct Mail Marketing, Direct Marketing, multichannel 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.

Read More

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.

Read More

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

From BAU to Crisis. Now's the time to overcommunicate, and not just digitally.

Posted by Rick Hall
Pivoting. What bank marketers need to know.

No, this is not a how-to guide for what to do as a bank marketer in the light of an unprecedented reality for our financial system.  It is also not a silver bullet meant to supersede your institutional efforts for how to make headway communicating to customers what they should do and when.  This is a step-back to enable bank marketers to try to use the tools they have been using daily and hopefully move forward during uncertain times.  

Read More

Topics: Bank Marketing, Direct Marketing, Marketing For Banks, Financial Marketing, Bank Communications, Strategic Marketing, Marketing For Financial Services, Community Banks

Returning To Our Virtual Roots For A While

Posted by Bruce McMeekin

During these uncertain times, I want to assure you that the BKM Marketing team continues to work hard for you, and we will continue to fulfill our daily commitments without interruption. We deeply appreciate the relationships we have built with you, and we understand this is a challenging time for your families as well as your brands and businesses.

Read More

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

Evaluating fintech? Top 4 Questions to Ask by BKM on BAI.org

Posted by Katie Pinabell

The promise of fintech can be exciting. It can improve both front and back offices. But bankers should use prudence when considering new technology.

Rick Hall, our Managing Director of the Banking and Financial Services practice at BKM Marketing, is a sought after expert for bank leaders who are looking to make investments in this area, particularly when it comes to investments in the area of digital marketing and communications.

Rick was recently published on BAI.org's Banking Strategies blog with some timely guidance to financial services firms about how best to go about making their next big investment in fintech. While every bank will have its own issues and needs, Rick outlines four questions every institution should be asking.

Read More

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