Are you worried that your financial institution's "old school" marketing tactics (like billboards, trinkets, and print materials) aren't reaching or connecting with your current and prospective clients?
“Banks that don't fundamentally reevaluate and retool their approach to marketing strategy, budgets, ROI and data analytics are doomed.”
For marketers at financial institutions, the big buzzword over the past five years has been “ENGAGEMENT.” In fact, we’d bet our piggy bank that when your financial institution planned its marketing strategy for 2015, one of your top questions was, “How can we ENGAGE with our clients?” Then after you brainstormed ways to encourage engagement, your CFO’s next question was probably, “How much will all of that cost?!”
Until recently, methods for customer engagement were expensive and time-consuming. The big banks could afford to allot big bucks to ad agencies to create compelling content for social media and other channels, so customers would (hopefully) think of their FI as they shopped, ate, played, and worked. Meanwhile, community banks and credit unions spent precious time and money trying to connect with and engage new and current clients, so those people would choose their FI for each and every financial need.
From Our "Mobile Marketing Cheat Sheet" - Ten tips for credit unions and community banks to build real relationships with their virtual clients.
As mobile and online banking technologies advance, bank and credit union marketers have an increasingly daunting challenge – how to reach people that never visit your branch.
A statistic from Bankrate.com suggests that nearly one-third of your customers may never enter the front door of your financial institution or interact face-to-face with your staff, so how can you build meaningful relationships with those who prefer to use digital channels? And just because those clients don’t come into your branches, does that mean that they wouldn’t appreciate a personal relationship with their banker?
Contrary to popular belief, people who bank via digital channels still value personal touches from their credit union. Indeed, these folks are real people who might actually like to know the people who keep their money safe, sound, and earning interest.
As a financial institution marketer, it’s your job to connect with these folks and make them feel valued because many of them will turn into your most profitable customers as they hit their peak earning and borrowing years. So what can credit unions and community banks do to build real relationships with people they may never see?
Embrace and amplify what you are (and don’t try to be what you’re not!)
As we head into 2015, community banks and credit unions are feeling increasingly crunched – with big banks on one side, and non-traditional players (like Google, Apple, PayPal, Wal-Mart, &Target) on the other. How can smaller financial institutions stand out from the goliaths? Be local; be the good guy; and be the opposite of big and behemoth.
A three year-old fintech company has changed its business model to offer small and midsize banks location-based services — a mobile technology the biggest banks are only beginning to experiment with. The startup, Larky, offers software that lets financial institutions send consumers discounts and offers from local merchants as they're walking or driving by. Read the full story on American Banker | Bank Technology News.
CFCU’s Marketing Manager, Rebekah Monroe, talks about the implementation process and member & staff response
Larky sat down to chat with Rebekah Monroe, Marketing Manager of Christian Financial Credit Union (CFCU), about the launch of Community CA$H, their branded version of Larky’s mobile discount platform. With assets of $323 million, CFCU has seven branches around Roseville, Michigan. CFCU rolled out its member loyalty program (including a mobile loyalty app and website) to its 40,000 members during the last week of November 2014.
Cisco surveyed 7200 people in 12 countries and released their findings in “The Internet of Everything for Financial Services" earlier this month. Here’s the bad news - financial institutions are not giving consumers what they want in the digital realm. In fact, 65% of consumers said they would switch FIs for a more personalized “Internet of Everything” experience.
A common question we hear from our customers (banks and credit unions) is: “Hey, can we integrate Larky’s mobile discount platform into our mobile banking app?”
We typically answer like this, “Well, we could do that. We could tie both systems together through an API, but here are some reasons why we probably shouldn’t do that…”