April 20, 2010 11:00 AM PDT
My suggestion is two fold:
The bank needs a branding position to establish a niche in the market. Small, community owned banks, for example, are carving out market share in small and medium sized cities by treating every customer like the most important person in the world. They call customers by name, they go to the customers office to fill out a loan application, they don't have to call the home office to get a loan approved, etc. Did they NOT take any govt bailout money? Tell the world. Find a niche or two and tell the world.
Second, have the bank look at their charitable spending. My experience is they try and spread this money to thin and really get no credit for all they do. Have them pick a category (homelessness, hunger, children's services, etc.) and target all of their charitable giving to that single category. They don't want to be A player they want to be THE player making this event, fundraiser, etc., happen. It's much better to spend all your money on two events as the exclusive, presenting sponsor than particiapte in 10 events and be lumped among nine others.
An Event Promoter (in another life)
June 17, 2015 10:57 AM PDT
RadioInk just published a great article by Paul Weyland on creating effective commercials for banks: http://www.radioink.com/Article.asp?id=2940159&spid=30800
Share this page with your family and friends.