I have to be honest and tell you that I never expected to see the day when the sped-up disclosure at the end of a radio ad would actually be important to the customer. Member FDIC.
As bank marketers we are always making sure that our commercials and advertisements are compliant and include the necessary disclosures...cramming a billion words into the last 3.5 seconds of a 30 second spot. Nobody cares about that stuff anyway, right?! WRONG. Today, they care. Especially those customers of Indymac Bank.
Do your customers understand what FDIC insurance is and how it works for them? I'll bet that most of them know that you have it but don't know what it means. I will also bet that most of them have seen the movie, "It's a Wonderful Life." On George and Mary's wedding day there was a run on the bank. George had to use all but $1 of the money for his honeymoon to his customers.
But it really is a wonderful life. You have the opportunity today to make your customers feel safe. Help them understand that their money is safe and that the bank isn't going anywhere. Take a moment to step back and evaluate what your customers NEED to hear in today's economy. A message of stability speaks volumes to the timid consumer.
Be extraordinary today.
Jenna
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