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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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Introducing Our New Website!

Posted By Adam Cupples, Monday, August 19, 2013
Updated: Tuesday, November 19, 2013

To Our Valued NEFMA Members,

We are excited to inform you that we havelaunched a brand new version of the NEFMA website! The site is a better representation of NEFMA’s brand and its interface is more user-friendly. Clearer navigation and customizable membership profiles are among some of the improvements and features.

Other improvements include:

  1. Conference Registration: register for events online, view event registration attendee lists and comments, read comprehensive event information and details, view event-specific photo galleries, receive email registration confirmation and reminder emails for registered events, view and print event location maps.
  2. Member Registration: auto-approval via email, directory matching, multiple member type registration, duplicate detection system with conversion, lost password reset option, membership dues payment, username and personalized URL management.
  3. Member Profiles: maintain personal and professional information, supply extended biographical information, select profile field visibility by other members.
  4. Member Directory Search: search members, invite members to join your connections list, email and message members directly from site.

Our new website’s management system includes many more robust features and we will continue to update you as they are implemented.

To log in to the website for the first time, you will use the email address you provided to NEFMA with your application as your username and your password will be NEFMA123. Upon your first login, we recommend that you change your password.

Thank you to the NEFMA members who gave of their time to help with setting up our new website. Please know that we are always open to feedback regarding ways to improve our online service.

Finally, if there are any questions specific to the website and launch, we ask that you contact us at office@nefma.org.

We look forward to serving you even better in the future.

Yours sincerely,

Adam Cupples
Vice President
New England Financial Marketing Association

Tags:  NEFMA News 

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5 Most Common Media Mistakes

Posted By Marilois Snowman, Managing Director, Mediastruction, Sunday, August 4, 2013
Updated: Tuesday, November 19, 2013

With so many choices in media today, evaluating advertising is increasingly challenging. Many years of experience and sophisticated tools, sometimes, cannot prevent marketers from making five common mistakes in media selection. I have outlined them below.

First mistake: Investing in the station/newspaper/website that you and your friends like.

With quite some regularity we hear comments like, "I listen to that station all the time.” Or "I’ve never even heard of that website.” Or "All of my friends watch that program.” And you know what? We admit that it does feel good to hear your brand’s spot on your favorite radio station. It is exciting when friends and family mention hearing it. But making media planning decisions based on a focus group of family and friends misses the point, which is: Is that where your customers live? Especially with today’s technological abilities to target audiences, rather than mediums, it’s more important than ever to understand your target audience and follow their media habits, rather than your own. Another important point here is that your favorite medium, even if it mirrors your customers, may not be the most financially efficient area. You want a qualitative analysis of a medium’s match to your clients, but also a quantitative analysis of reach, frequency and cost per impression to ensure the highest and best use of your ad dollars.

Second mistake:Underestimating the importance of good creative and content.

In today’s advertising world, the distinction between media and creative is becoming blurred. For example, is a Facebook promoted post an investment in media, creative or public relations? Further complicating matters, consumers are in control of media consumption. They can time shift, ad-skip and select an ad-free content model. Therefore, it’s more important than ever for advertisers to earn attention. A bad ad can actually harm your brand, wasting ad dollars. A great ad can go viral and exponentially increase your exposure and "earned” media. We’ve seen cases where a brand will allow the media outlet to create the ad, without expert direction. This sometimes creates "rookie” mistakes like:missed address/phone/contact information; bad stock photography; misspelled/mispronounced brand name; wrong font/color/announcer for product. Quality content can lower necessary media spends.

Third mistake:Get distracted with the shiny new toy.

Remember when we said the first mistake was selecting the media outlet against personal bias? Getting distracted by the shiny new toy is the opposite side of the same coin. Often marketers will read about an innovative new technology or ad model and want to participate without thinking through how it elevates their message. For example, remember in 2006 there was this cool new site called "Facebook”? Everyone who’s anyone HAD to be there. But was Facebook an appropriate advertisingtactic, considering advertising was limited to a few characters and one thumbnail image? Social media can absolutely drive sales, but does the nature of your brand’s product facilitate a social conversation? Do you have the internal resources to provide consistent, compelling content? Take another example: many marketers are infatuated with "big data,” with one example being the powerful analytics Google provides. But are you getting bogged down with data? Are you jumping to conclusions before a search or display campaign has had time to mature?

Fourth mistake: Underspending or overspending

Often marketers who buy media directly will purchase an "affordable” medium. They interpret affordability in actual costs. But, under quantitative analysis, the marketer has actually overspent, by investing in a medium whose cost per impression, against the marketer’s target audience, is much higher than more efficient, competing mediums. Or a marketer may purchase a number of spots in a broadcast medium, without regard to reach and frequency goals, and underhit the mark. In this case, the marketer has underspent and, had he invested properly, would have seen a positive return.

Fifth mistake:Inconsistency

Some marketers feel pressure to demonstrate an immediate return and look for results before a campaign has had time to "season.” This premature evaluation will lead to trying one tactic for a month, then skipping to another the next month, all in the hopes of finding the silver bullet. This is dangerous for two reasons: 1) the campaign may not have had enough time to allow the development of a relationship with the target audience 2) media success is more often a result of media mix modeling than one particular medium.

Like the fortune teller who didn’t recognize that her payment was counterfeit, it can be really, really difficult to craft a media plan with an outside perspective. A good agency will have the quantitative tools to provide the proper analysis, to map a media strategy to business goals and the experience and wisdom to add a creative flair.

Marilois Snowman is founder of Mediastruction, specializing in media planning, media strategy and media buying.

Tags:  media  media buying 

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Smart Marketers Are Meeting on Cape Cod This Fall!

Posted By NEFMA, Thursday, July 25, 2013
Updated: Tuesday, November 19, 2013
NEFMA Fall Conference 
Thursday, October 24 - Friday, October 25
Wequassett Inn, Chatham 

Modern marketers are faced with the challenge of doing more with the same, or even less, than in the past. With an eye to making the most of your organization’s budget, attendees will learn how to:

  • Create a sense of place
    How community banks have been able to grow and thrive, despite increased competition, by focusing on their communities.

  • Use media more effectively
    Media buyers share unique and effective ways to stretch limited media budgets.

  • Share your opinion
    Utilize Opinion pages to convey important messages without spending precious ad dollars.

  • Solve the brand puzzle
    Robert Michaud, Chief Marketing Officer of Mid Hudson Valley Federal Credit Union, and author of Solving the Brand Puzzle will explain why a brand is more than a logo and tagline.

PLUS – Join us for dinner and networking on Thursday night when we will welcome Scott Brown, former U.S. Senator for Massachusetts.

Register today!

Tags:  conference  fall 

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