Bank Marketing System
Position your banking specialists as community heroes and cross promote your banking products to existing customers & their referrals.
A Data Driven, Transaction Focused Marketing Plan
Small community banks and credit unions play a significant role in the local community and provide personalized service to local residents and community businesses. Unfortunately, they have significantly smaller marketing budgets compared to large national banks. We have created a Marketing In A Box programs for local community banks and credit unions.
We create a monthly campaign that consists of a series of customized full color direct mail pieces with a call to action to visit a campaign specific URL by including a very special offer that is customized for each prospect depending on their demographics. The direct mail will be fortified with e-mail (if you have in house list of e-mail addresses) & word-of-mouse. All weapons will be deployed in harmony to support each other and drive a maximum impact on a small target.
To be consistent with your style guide, branding image and creative concepts, we will seek your assistance from you for development of your digital marketing assets.
Cream Method
The cream method of marketing is a two step sales process. In this method, we focus on finding decision makers in the market place who are likely to consider exploring possibilities of doing business with you. You find them by offering them an educational/informative content in form of a newsletter or a consultative appointment. Your banking officers would follow up with a phone call to those who want to learn more. This proven direct marketing technique has been in use for decades and I it works in most marketing situations.
Your Newsletter We will develop a special newsletter prepared with your logo & identity along with biography and picture of your loan officer. This newsletter can be reproduced once a month in the small quantities.
We can publish and deliver the PDF for you to get printed locally or for a small fee print and ship it directly to you. Your banking officers can use the electronic copy of their newsletter on your web site too. Contents of your newsletter can also be repurposed to be used in your e-newsletter.
A mini-web site!
The campaign specific landing site is the heart of the system. All facets of direct marketing will lead to an on line landing site where prospects can read all about the offer and fill out a short form to request an emergency support call or request a copy of your ‘Banking Advisor’ newsletter.
On-Line Tracking A central on-line landing site will track the responses and all participating players (your sales manager, your AE at the bank and anyone else who you wish to have view of the admin dashboard) will have a link to the central landing site where prospective borrower can fill out a short ‘lead form’ and tell you what banking product they are interested in.
If a prospect visits their site but does not fill out the form is still a lead. Their contact information is also captured through back end ‘intelligent data overlay’ process.
The lead is e-mailed to the banking officer instantly, as soon as the prospect registers on the site so you can contact the prospective client within minutes after they visit your site.
Word-of-Mouse A ‘Tell-A-Friend’ Micro-site will facilitate word of mouse (on line version of ‘word of mouth advertising) for you. Your customers and prospects can go to your Tell-A-Friend micro-site and invite others to go visit your campaign specific micro site, send e-invitations to each other or say nice things about you… giving you an on line referral. Customers talking to their colleagues… these messages get opened.
How It Works
The mail campaign is designed to give you measurable sales results. You or your agency provide the digital marketing assets and special offer and we’ll do the rest. The direct mail pieces will have several customized components in order to create customized versions for your banking officers or customized versions for various loan products you offer. One central database feeds information to direct mail & e mail distribution and your own private data locker tracks & captures responses to your marketing program.
Investment Info
Your investment will depend on number of direct mail pieces sent out and other campaign options selected. The key is to set up a monthly marketing plan for each strategic business unit.
Working with Data
The marketing site and landing pages will not be connected to the bank’s main data system. The marketing system generates leads that is followed up by qualified banking officials who will work on the leads and if appropriate enter the data in bank’s master database. The marketing site does not ask for sensitive information. Bank IT team will have access to the marketing database and the dashboard so they can export respondent data and import it in the banking system manually. We will work with your IT team to negotiate the record layout for your marketing system so the export from marketing dashboard can generate easy to import files for your internal database system.
