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Fall Conference in Review

Posted By NEFMA, Monday, October 29, 2012
Updated: Wednesday, November 20, 2013

The NEFMA Fall conference was held in Needham, MA on October 21 and 22.

Over 130 financial marketers attended the event titled "Looks Who's Talking, practical advice and discussions on improving your budget, your brand and your community presence." With a new time format and predominantly member lead panels, the conference received rave reviews. Add your thoughts on the NEFMA LinkedIn page.

The conference kicked-off with Thursday night's dinner speak, Jack Rossin. Jack a marketing consultant and former advertising agency principal, spoke of his experiences, early in life, working in a pawn shop and how the lessons he learned there translated into important business practices (e.g. positioning a product to the needs of the customer, the value of listening to consumers and how to sell confidently). To learn how some simple techniques can help you present more confidently, sign-up for Jack's presentation tip email by emailing him at and putting "subscribe" in the subject line.

Friday morning was kicked off with a panel titled "Building a Bullet-Proof Budget", included in the panel were Gerald Coia, President, Eastern Federal Bank; Joe Casey, CFO. HarborOne Credit Union; Monica Curhan, VP and Marketing Director, Citizens-Union Bank. Key discussion points included: 1) understanding the workings of ALCO and how the banks make money, so that can be translated into marketing initiatives that both drive financial results and build the brand; 2) positioning Marketing as a key business driver in the organization, not just a staff function; 3) the importance of knowing the details of where you are spending your money and the historic results that spending has achieved; and 4) having confidence (and thick-skin) when presenting the budget to the CFO and CEO.

Greg RosenfromNES Groupdiscussed "Branding Your Branch Experience" and key factors in tying your brand to the physical aspects of your branch. He urged attendees to be mindful of how their brand is interpreted by customers based on the physical architecture, visual imagery, and auditory, olfactory and other visual cues. He also stressed the importance of understanding how customers' behavior in the four key physical zones: attraction, welcome, transaction and relationship.

Paul Scully, President and CEO, Country Bank; Beth Eckel, Senior Vice President, Washington Trust; and Tony Battista, Vice President, St Mary's Credit Uniondiscussed the importance of institutionalizing community involvement in a panel titled "Good Citizen or Strategic Community Leader, Is your institution effectively marketing your community involvement?" Some of their advice included: 1) being clear about the objectives of your community efforts; 2) being disciplined in how you evaluate and allocate the dollars available; 3) the importance of engaging employees in your community efforts and perhaps incorporating a community component into performance evaluations.

The conference ended with a high-energy conversation about Facebook between Kristin Brandt, Vice President, Sundin Inc. and Joe Trafton, Senior Vice President, Connecticut Online Computer Center (COCC). For a recap of that discussion, please click here to read more.

Tags:  conference  NEFMA News 

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