Perspectives: Marketing Insights You Can Use Right Now

Before you get to the customer journey, understand the customer experience.

Posted by Rick Hall on Feb 27, 2017

“Customer journey” has already become one of financial marketing’s most popular buzzwords of the year. It seems you can’t have a conversation about banking, read a marketing strategy document or sit through a marketing presentation for senior management without hearing the term…along with disparate views as to what it means.

But here’s the problem with buzzwords: too many people spend more time bandying about a phrase like “customer journey” than doing the hard but fruitful work of actually deploying end-to-end initiatives to deliver the journey your customers desire. To really demonstrate your understanding of the customer journey, you have to dig in and be prepared to make some significant changes to the way your institution engages customers – across every channel they access.

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Topics: Bank Marketing, Financial Marketing, Banking and Financial Services

Financial Brand Forum: Top 20 Takeaways

Posted by Rick Hall on May 25, 2016

Don’t distress. It’s apparently worse than it seems...but it’s the same as it has been.

Last week, BKM ventured out to Las Vegas to attend the Financial Brand Forum. It was impossible to miss the underlying passion that the Forum brings to their event; we're already talking about plans to head back next year.    

There is no question that financial marketers today face more headwinds than ever before. Not only are the industry challenges as onerous as ever but now bank marketers must respond to a mobile world that dictates what all customers expect. Aren’t we just talking about only how we compare to the other banks in our market? Nope! And it won’t be that case ever again.

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Topics: Financial Marketing, Banking and Financial Services, Financial Brand

Bank Marketing: 7 Tips to Improve Small Business Lead Generation

Posted by Bruce McMeekin on Aug 15, 2014

If you are a bank marketing professional, you no doubt understand what a challenge it is to convince small business owners and CFO's that it's time to switch banks. Even developing enough doubt in the mind of a small business owner about their current situation to consider meeting with your bank is a difficult task.

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Topics: Bank Marketing, Financial Marketing, Banks, strategy, improve response, Bank Inbound Marketing, offers, data

Bank Merger Communications: Printing and Mailing

Posted by Sam Ricco on Nov 05, 2013

As with any bank merger communication plan, hard copy printed and mailed communications are critical elements to the overall campaign. Not only are hard copy communications necessary for legal reasons, but they are also a great opportunity to develop a relationship and paint a positive image of your institution for your new customers. 

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Topics: direct mail, Bank Marketing, Financial Marketing, Banks, printing, print, Bank Merger Communications, Printing and Mailing

Bank Merger Communications: Creative Development

Posted by Laura Costello on Oct 25, 2013

Creative development is a part of any major communications process. Image, text, and video elements can all play a role in marketing programs, but in bank merger communications it's especially important to keep your goals and purpose in sight at all times.

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Topics: Bank Marketing, Financial Marketing, Bank Merger Communications, creative, design, strategy, Creative Development

Bank Merger Communications: Strategy and Process Design

Posted by Laura Costello on Oct 22, 2013

Mergers can be complex, but the best bank merger communications are simple and transparent. It's essential to understand when to communicate, what to communicate, and to whom you should communicate.

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Topics: Bank Marketing, Financial Marketing, Banks, Bank Merger Communications, strategy

Bank Marketing: Why are there still 7,083 banks in the U.S.?

Posted by Bruce McMeekin on May 10, 2013

This is the first in an occasional series about the evolution of bank marketing.

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Topics: Bank Marketing, Financial Marketing, Banks, History of Bank Marketing

5 Reasons Why Banks Should Adopt An Inbound Marketing Program

Posted by Laura Costello on Apr 24, 2013

In 2013, most marketers have probably heard the term “inbound marketing,” but may not
have a solid idea of what it means and how it can help their organizations grow. In a sentence, inbound marketing involves creating and sharing objective, informative content designed to appeal to your ideal customer, which in turn attracts more qualified leads to your business and establishes a more targeted, relevant and personalized sales experience. It truly sounds like the ideal marketing solution! Yet, for a number of reasons, many banks and financial institutions have been slow to add inbound marketing to their existing marketing mix.

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Topics: Bank Marketing, Financial Marketing, Inbound Marketing, Bank Inbound Marketing