Focus ... MOMENTUM ... Results (Part 2)

Focus … Momentum … Results 

It’s not just our tag line … it’s our business model.

This week, we take the ultimate look behind the MarketMatch curtain.  A glimpse into our innermost workings.  The drivers behind everything that we do for your credit union or community bank.

This is part 2 of a 3 part series this week that will outline the simplest of strategic processes and the true value to how we partner with financial institutions to drive bottom line success.

Focus ... Momentum ... Results

MOMENTUM

A quick physics lesson:

Momentum = Mass X Velocity

A heavy object moving fast has a large momentum—it takes a large and prolonged force to get the object up to speed, and it takes a large and prolonged force to bring it to a stop. If the object were lighter, or moving slower, then it would have less momentum.

It takes momentum to push ahead. That’s why everything we do is to help drive momentum for your bank or credit union.

So, what does all this physics mumbo jumbo have to do with marketing?

MASS: From a marketing perspective, mass is a relevant and differentiated message.  It is consistent communication.  And consistent experience.  It is your brand.

VELOCITY: Velocity is awareness, understanding and word-of-mouth.  It is sales success at the front line.  A success that generates a contagious enthusiasm - for your team and your customers.

It's that simple: The more people who understand and experience your relevant, differentiated brand, the more momentum you have.

External Communication: From sound strategic planning to impactful implementation … every aspect of your marketing should be designed to generate a desired action. You create mass by defining your brand message and value proposition.  You create velocity by getting and demonstrating that message to as many targeted customers and prospects as possible.

Internal Processes: We will push further when we all push together. That is the power of training and internal communication.  Each team member must be able to understand and communicate your brand.  More importantly, they must be able to demonstrate it with every single interaction. 

You can't generate momentum overnight.  It takes a prolonged force to get the momentum up to speed.  But, once rolling, it will also take a prolonged force to stop it.  

Are you looking for justification for your marketing budget?  There it is!

To get the momentum rolling fastest, you need FOCUS.

To know the power of your momentum you have to measure RESULTS. 

If you can benefit from some Focus ... Momentum ... Results, click here.

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With nearly than 160,000 visits worldwide, we hope that you enjoy this blog. If you find it helpful, please share it with your colleagues. Also, check out our YouTube Channel for short video blogs about financial marketing.  

We bring these marketing philosophies to community banks and credit unions nationwide, and would love to bring them to your institution too. Contact us to see how.

MarketMatch is also a nationally and internationally requested speaker. Contact us to bring our marketing ideas to your next conference.

Here are the conferences where you can find MarketMatch.

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MarketMatch is a marketing firm, dedicated to the credit union and community banking community.  We utilize knowledge-based strategies to help you FOCUS on the right story that will generate the greatest  MOMENTUM and prove the best RESULTS with our written ROI Guarantee.

See our story here. (click)

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937-426-9848

Brand YOU Day

As marketers, we all understand the importance of branding, but how do you craft YOUR brand as your bank or credit union’s marketing department?

A solid internal brand can transform marketing from the “arts and crafts” department to the strategic thought leaders … from the “ad guys” to an indispensible planning resource … from an expense to a valuable INVESTMENT.

As with any brand, your department’s brand needs to be differentiating, relevant and speak to a need.

Be Differentiating: The Marketing Department should be the ONLY one-stop resource for all information within your market.  Among other things, you should be the expert on:

• How your current customers perceive and use the bank
  
• How potential customers perceive your bank and use their bank
  
• What a potential customer looks like and where they live
  
• What the competition is doing (or not doing)
  
• What the financial trends are in the market
  

Each planning session, it should be your department that leads the conversation with the management team and the Board on market conditions and a basic SWAT analysis to establish a mind-set and get everyone on the same page.

Be Relevant: Banks are more in the forefront of American’s minds that they’ve been in generations.  And people are crafting their opinion of you and your peers by what they see on CNN and the local news.

The bottom line is that YOU are the sculptor and guardian of your institution’s image.  No one else in the bank, not even the CEO, is as concerned about the perception of your bank as you are.  From the front-line interaction to the sales collateral to the external communication - you are responsible for the customer experience at every touch point.  What could be more relevant?

Speak to a Need: Remember who your internal target audience is … the CEO, CFO and Board.  Of these, most have a finance background and focus.  So, speaking about creative awards will not necessarily address what is important to them.

You need to speak in your target’s language … cold hard numbers!  A solid understanding and sharing of your marketing ROI will go a long way to adding value to your department’s brand.  Consider this … if your CEO has only $1 to invest in the institution, where will they get the best return?  An investment at today’s rates?  More technology, branches or personnel?  Or a sound marketing program that can generate 120% plus ROI?

We just need to take our own medicine and put the same emphasis on our internal brand as we put on our bank’s brand.  Imagine what it could do for your involvement in key decisions, job security and your overall marketing budget.  

As always, please share your thoughts as a comment below.  Or if you think I'm full of it ... please share that too!!!

Take care,

Eric