You'll Never Get Everyone to Love You!

This blog is going to go against your every human instinct. Though it will logically make sense, many of you will disagree. That's good, I'd love some good ol' fashioned argument here -- change my mind!

We all have an innate need for the approval of others. We want people to like us. Many of us take it personally if even one person doesn't find us groovy.

"It's not personal, Sonny ... It's strictly business."

~ Michael Corleone

But as marketers, it isn't personal ... it's strictly business. Yet, we focus so much of our attention and energies on trying to make sure that every single person in our communities love us. Seriously, how many times have you discussed changing a policy because 3 or 4 people complained?

“Criticism is something you can easily avoid by 

saying nothing, doing nothing, being nothing.” 

~Aristotle

Aristotle ... if nothing else, THAT cat knew branding!

From a branding perspective, we are trying too hard to be all things to all people and trying so hard to avoid criticism that we become branding's brown paper bags.

So, here's the beautiful truth ... as a public service to help you sleep better at night.

In most larger markets, if you have only 30% market share, you will be the largest institution in town.  With only 15% market share, you'll typically be #2.

Whew! Think about the weight that just lifted! If 1 in every 3 people like you enough to do business with you ... You win! If 1 in 10 like you, you're doing GREAT!

To have an impactful brand, stop trying to appease everyone and be something meaningful to a focused group of people.

So now that we know that not everyone will ever love us, who do we focus on?

Check out these blogs on segmentation:

• 8 Life Stage You Should Market To
• Mirror Modeling and Birds of a Feather

Identify who your desired target is, learn what they want from you, determine if you can provide it, then make darn sure that you are THAT thing down to your very soul. With every interaction, every new hire, every policy and every message.

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

Nearing 240,000 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.  

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.

See our story here. (click)

Chat with me LIVE! (click)

Or email me directly (click)

937-426-9848

Follow me on Twitter @egagliano

FOCUS ... Momentum ... Results (Part 1)

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 1 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

FOCUS

Thank God it's Monday!  That's right, TGIM!!!  

Most of us, like most every other Monday, are attending staff meetings ... and management meetings ... and meetings on when to have our next meeting.  

We are gazing at our calendars, as we drain another cup of coffee, trying to figure out how the heck we're going to get everything done this week.

But Mondays in December are a bit different, aren't they?  It's not just what can we get done this week.  On these special Mondays, we're thinking about what we can get done next YEAR.

On any given day, there are a million strategies that you can focus on. The trick is to identify the handful of strategies that you should focus on. 

Our Approach

We recommend you start with the desired end results and back into the most relevant and impactful strategies to help pin-point the focus and maximize the available resources.

• Identify no more than 3 core objectives for your credit union or bank.
• Most growth-oriented objectives typically have 3 parts: Acquire new accounts, Grow or expand existing accounts and Retain existing accounts.
• Identify the 3-5 most impactful tactics to fill these 9 buckets.

It's really that simple.  If a new opportunity doesn't fit into this chart, it's not a priority.  If a new "fire" doesn't affect this chart, it's not a priority.  If a new idea doesn't enhance this chart, it's not a priority.

At the end of the day, if you stay focused on this chart, you should drive MOMENTUM for your institution.

At the end of the year, if you complete each tactic on this chart, you should experience the RESULTS that will achieve your core objectives and drive growth for your institution. 

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)

Chat with me LIVE! (click)

Or email me directly (click)

937-426-9848

This is a Career Changer!

Alright, stop what you’re doin’,

‘cause I’m about to ruin

the image and the style that you’re used to…

Seriously … stop … take a breath … grab the biggest, boldest writing instrument at your disposal … and write this down as large as you can…

BE DISRUPTIVE!

How will you get the market’s attention?

            Be disruptive!

How will you differentiate your brand?

            Be disruptive!

How will you get people motivated to care … and to act?

            Be disruptive!

Your new Marketing Mantra from now on ...

BE DISRUPTIVE!

Now the fun part … how?

There is no one way to be disruptive.  All you have to do is come up with the obvious answer, do an about-face, and run like hell the other way!

Message

The most obvious disruption is to not be obvious at all in your marketing message.  Think about your favorite ads.  The reason you remember them at all is because they caused a disruption and impacted your memory.

To often, marketing is like those annoying political yard signs, you see them everywhere, but nothing stands out.

Here’s a link to a past blog with 6 examples of disruptive marketing.

Actions

We’ve helped several clients be disruptive in their actions.

For a branch opening for one client, we created a Street Team staffed by college kids that went around town in branded jumpsuits and a wrapped car.  Each outing was strategically choreographed to provide giveaways and generate positive awareness for the bank.

For another client, we orchestrated a "Restaurant Ambush" where we coordinated with a restaurant to “buy dinner” for everyone at select times.  Rather than a bill, each table received a, “Dinner’s on us” message from the client.

Ideally, you can disruptive at the point of sale.  What can you do to assure that a day-to-day interaction with you will stand out and make them want to come back?

Product

Every so often, you can create a product that turns a category on its ear.  You have to be first and you have to make people wonder how they ever lived without it.  Think iPad.

Frequency

OK, back to the annoying political yard signs.  The only reason every candidate pays thousand for this legalized litter is because the schmo with the most signs has name recognition.  You can be disruptive with average ads if you go crazy on your media buy and assure everyone not only sees them, but gets sick of them.

Price

It’s an option, but not a great one!  You can price your product to a place where it disrupts the competitive landscape.  Certainly not a long-term strategy, but short-term promotions can work to jump start interest.

But a disruptive offer doesn't always have to be about price!  Can you help your customers give back to the community?  Can you create a fun contest?  Can you create an experience?

Any Crazy Idea

There are countless ways to cause a disruption in a product category, and most of them entail creative muscle.  A truly disruptive idea should scare the hell out of you.

Here’s the winning spot from this week’s The Pitch.  This approach is disruptive!

OK, I think I've disrupted enough of your day.

Take care!  Thanks for reading.

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MarketMatch is a full-service marketing firm, dedicated to the credit union and community banking community.  We utilize knowledge-based strategies to help you FOCUS on the efforts that will generate the greatest  MOMENTUM for your organization and demonstrate RESULTS with our written ROI Guarantee.

Want to learn more?  Enroll in the MarketMatch eCollege!  Smart online sessions delivered with CFMP credits, tactical advice and a game plan for success!

Learn more about us here. (click)

Chat with me LIVE! (click)

Or email me directly (click)

937-426-9848