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Bank & Credit Union Marketing Budgets

Posted By NEFMA, Monday, November 25, 2013

From The Financial Brand

What budgetary challenges do your institution face heading into 2014? The Financial Brand shares the findings from an early September budgeting survey of 80 financial institutions. The results reveal concerns about reaching growth goals, measuring ROI and the problems with how yearly budgets are set. Also included is a simple guideline to help determine the appropriate marketing investment based on an institution’s asset size.

Click here to find out more

Tags:  budgeting 

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Tips for Making the Most of Your Media Sales Meetings

Posted By Debbie Auger, Sean Tracey Associates, Sunday, September 15, 2013
Updated: Tuesday, November 19, 2013

Don’t Let Who Takes You to Lunch, Take You To the Cleaners:

Are you sometimes lured in by Über-friendly sales reps offering lunch meetings at your favorite spot? Like most you’re probably thinking, what’s the harm? You probably should go and listen to hear if what they’re offering makes sense for your bank or credit union. However, before the dessert list is presented, you’ve found yourself committing to a buy before you’ve had a chance to weigh it against your overall marketing goals or objectives. You may not realize it until it’s too late.

Most media sales reps are in the business for one reason – to get you to buy what they’re selling. They show you ratings, research and packages that validate why their station, magazine, etc. is the absolute best way to get your phone ringing off the hook. The bottom line is that their goal is not to sell your products and services, but to sell theirs to you.

The intricate collaborative partnership between client and media partners must begin with an articulated set of objectives and goals. Whether you plan your own media, or use an agency, offering insight and guidance is essential to making the most of your media dollars.

7 Important Things to Share with your Media Planner/Sales Reps:

  • Market Conditions-Why are you doing it? Research and evaluate insights about the designated market area, competition, sources of business, etc.
  • Target Audience-Who is the primary prospect you are speaking to? (by the way, Adults 18+ isn’t an answer)
  • Campaign Goals/Desired Response- What action do you want the consumer/prospect to take? What are realistic and measurable goals?
  • Key Benefits-What is the one incentive that will create your desired response? Consumers will always be thinking, ‘What’s in it for me?’
  • Support of Benefits -Prove it. What are ideas and facts that fulfill the incentives you have promised?
  • Creative Concept-Telling your story creatively will allow your media partners to properly place your messages where and when they will have the most impact.
  • Timeline-Identifying specific dates is critical to precision execution of strategy. Current events relevant to the designated market area, plays an important role in discovering the right media sources and staying within budget constraints. Political campaigns, wildly exciting sporting events, the holidays impact rates and inventory.

If you’re disorganized, or unable to clearly outline goals and budget then you’re more vulnerable to making poor media investments. After compiling and sharing this critical information, request that media partners do their own research: visit your client’s website, Facebook page, and even pop into a branch. Have them familiarize themselves with your financial institution’s mission statements, products and services and the what your organization is doing in the community. By getting to know the brand, they can make the best possible recommendations for media opportunities that are in alignment.

Leisurely lunches and free theater tickets are great perks, but shouldn’t be part of your media strategy. They may make you feel beholden to these media partners even if they don’t speak to your target audience.

So go ahead, take the lunch meetings, but if your rep shows up and doesn’t know how to pronounce the name of your bank or credit union, there’s a good chance that whatever their selling isn’t for you. It’s okay to lunch and learn, but remember- dine, don’t sign.

Tags:  media  media buying 

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NEFMA Member Spotlight: Ross Silva

Posted By NEFMA, Saturday, September 14, 2013
Updated: Wednesday, November 20, 2013

Name: Ross Silva

Title:Marketing Manager

Financial Institution/Company:Navigant Credit Union

What I like best about my job:Working in the community. Type A personality constantly stuck behind a desk would not work out too well.

First job out of school:Marketing Coordinator at Credit Union Central Falls (now Navigant Credit Union).

The biggest challenge my company is facing in the coming year: Continuing the Credit Union’s core conversion. The project will take place throughout 2013 and it takes up a lot of resources.

If I had an unlimited budget this is how I would spend it: More TV advertising!

Marketing campaign I wish I had done:The Credit Union’s tagline is "Enjoy Life’s Journey.” I really wanted to give away a Dodge Journey lease in conjunction with a new branch opening. It wasn’t approved.

Why I joined NEFMA:I was looking for an alternative to other national organizations I had been uninvolved in.

Number of years as NEFMA member:4

What I like best about NEFMA:The locality and relevancy of the conferences and of course all the great people I’ve come to know.

When I'm not at work you can find me:Doing the daddy thing or golfing.

My favorite book I have read in the past year:I am more of a beach and magazine guy.

Tags:  spotlight 

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5 Communication Considerations that Come with Mobile Remote Deposit Capture

Posted By Carie Schelfhaudt, McDougall & Duval Advertising, Saturday, September 7, 2013
Updated: Tuesday, November 19, 2013

Mobile remote deposit capture is a new and exciting tool being introduced by many financial institutions and, for some potential customers/members, its availability could be the deciding factor of where they bank. As marketers, we’re tasked getting mobile banking users to adopt mobile remote deposit capture once it becomes available at our financial institutions. While some customers welcome it with open arms, others are fearful of the perceived or unknown risks associated with this (or any) new technology.

Mobile remote deposit capture can be a challenge to market to consumers on both sides of the coin. Here are five communication approaches to consider when marketing your new product:

1) Education: Is it really as simple as taking a picture?
Whenever new and unfamiliar technology is introduced to the marketplace, there are always questions about how to actually use the product. An appropriate marketing strategy should include a simple set of instructions to demystify the process for technology novices. By removing this initial barrier, financial institutions will position themselves as helpful, smart bankers with outstanding customer service and a commitment to educating their consumers. A successful marketing strategy will close the gap between the perception that mobile remote deposit capture is new and scary, with the reality that mobile remote deposit capture is simple and easy to use.

2) Convenience: Is it really that easy?
Immediate-gratification banking … perfect for younger generations, right! Yet the potential reach of SmartPhone adoption doesn’t stop with Gen Y. No matter what their age, convenience banking appeals to anyone that is on-the-go and using technology to simplify their lives. Highlighting the convenience of this new feature will help solidify your financial institution’s position of making banking easier. Successfully promoting this product will not only save money at branches, but will give your customers more time to go about their daily lives. Incorporating that message into your communications plan positions you as their banking partner, not just a service provider.

3) Duplicates: What do I do with the check after? Couldn’t someone just deposit it at another bank?
With mobile remote deposit capture, the check stays within the hands of the depositor. Naturally, questions like this one will be asked before they adopt new technology, so look to address them proactively within your launch plan. Consumers need to know that the internal process of check validation still needs to occur, whether you deposit a check at the branch or via mobile RDC. Risk is limited through FFIEC guidelines. Consumers should also be instructed on how long they need to keep the physical check after it is deposited remotely.

4) Security: How easily can check images be intercepted when sent over a mobile device?
Trumping most other concerns, security might play the biggest role in deterring consumer adoption of mobile remote deposit capture. As banking professionals, we know how risk-mitigation tools and technology solutions protect the transaction and the accounts involved, but most consumers don’t know about the protections in place. Informing customers of the security measures that have been put in place at your financial institution will build trust in your offering.

At the same time, don’t forget to offer your frontline staff training on how to answer security questions. A knowledgeable staff also helps build the credibility in your organization.

5) Acceptance: Will it actually work?
SmartPhone devices are manufactured to capture high-resolution images. Checks, which are typically flat, two-toned images, easily fall into that category. For novice users, it should also be communicated that a SmartPhone with a camera and a clear network signal is necessary for optimal product use.

While misconceptions, overstated risks or confusion can stop customers from adopting mobile remote deposit capture, having a thorough marketing communications strategy ready for your launch will help them understand the benefits and security of your latest offering.

How have your customers or members adopted the new technology?

Continue the conversation in the comments below!

Tags:  mobile banking  remote deposit capture 

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New England Women in Banking Conference

Posted By NEFMA, Monday, August 19, 2013
Updated: Tuesday, November 19, 2013
Friday, October 11, 2013
Hyatt Newport on Goat Island
Newport, RI

Special discount for NEFMA Members
Save $50 when you use the code NEFMAWIB

Register today!

Last year, more than 225 leading women from banks and credit unions throughout New England gathered for the first New England Women in Banking Conference. It was a gala day -- and now it's back, even better!

We are welcoming New York Times-best selling author, Emmy nominee and stand-up comedian, Carol Leifer, along with some of the most prominent women in financial services in the region to share their stories, to inspire others, and to show that success is in reach. 

Tags:  conference  wib  women in banking 

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