Fundamentals of Bank Marketing
Phil Hudson
President and CEO
Aspen Consulting Group, Inc.
This popular full-day seminar is a great educational tool for anyone new to the bank marketing field. Phil will provide you with information and strategies you’ll want to use as soon as you get back to the office!
| 9:00 – 3:15 | Session Concurrent with Spring Conference Schedule |
| The Role of Marketing | |
| The marketing mix; marketing orientation; marketplace challenges. |
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| The Need for a Marketing Plan | |
| Advantages for the organization; supporting the bank’s strategic plan and goals. | |
| The Structure of the Marketing Plan | |
| Situation analysis; market research; goals and objectives; product, promotional and segmentation strategies; advertising; public relations. | |
| Developing the Sales and Service Plan | |
| Sales and service readiness; goal setting and measurement; leveraging the branch setting; motivational programs; cash and non-cash incentives. | |
| Discussion of Contemporary Marketing Issues | |
| Brand versus product advertising customer profitability; media and direct advertising; budgets; other issues raised by seminar participants. |
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