And the Oscar Goes to... The Customer!

Greetings...

The Oscars were watched by an estimated 1 Billion people globally last night... it must be true-- movies and perhaps a short "escape from reality" brings people together!  I had an "a ha" moment during the 2013 Oscars telecast -- specifically during the "Captain Kirk" intro an it was reinforced throughout the evening.  Giving people a "moment in time" what they really want...escape to Paris in Les Miserables, journey on a boat in the sea with The Life of Pi, or simply see action at its finest with James Bond in Skyfall.

So my Oscar goes to...the Customer and Member!

Our customer, or member, simply wants a "moment in time" when they visit us, too.  They want that new car, the dream vacation, or simply to pay for my child to go to the right college!

And we can give them that moment!!  IF, we have all of our touch points and brand aligned.

As I began to think about this-- and how we can give our customer/member that moment...there were three key lessons that jumped out at me while watching the Oscars last night...

1. Relevance matters:  How can we provide the "right moment" for our customer/member? By asking the "right questions!"  James T. Kirk STILL draws attention and a standing ovation?  He has stayed relevant across time!  How does a make-up artist on a small, low budget film attract any attention?  She/he is relevant to his target audience and blows out their opportunity!  Both important points for marketers in every industry...relevance is the ONLY thing that matters.
2. YOU can win:  How does the small film from Africa make it to the Oscar night with a 9-year old leading star?  Because she has talent! No matter how small, how remote, how unknown you are today...tomorrow can be a different day is you have a true point of difference AND everyone works together to make it a night/day of magic for the customer/member!
3. The Story Matters:  Regardless of age, color, creed, economic, or social status... having a moment in time that is all about "me" is what connects people.  Action film, historical documentary, love story, epic drama..that format has mattered little...the moment that I can "get away" from it all has mattered greatly. Remember, its the STORY people want to hear and connect with!!

Money connects people, too.  Big bank, small bank, savings and loan or credit union....we can ALL connect to our customers/members.  We operate in the banking industry where money is the great connector for us...but that MOMENT of TIME is the sticking point for the customer!  You can get "money" lots of places...but meeting my dreams and having "my time away from it all" is where price is minimized and value enhanced.

Think Starbucks...that's EXACTLY what they provide.   Sure a good cup of coffee...but the WIN is that the cup of coffee is EXACTLY how I want it and WHEN I want it.  People want access to time (mobile deposit)...more of it... security for it.  EXACTLY what we as bankers and credit union folks provide.

Our challenge??

Being Relevant...Realizing that WE CAN win...and connecting people to US how they want and when they want...regardless of the format.  Sure, some formats offer better storytelling or better service but the bottom-line...there is ROOM for each of us to stake our claim and be a Oscar winner.

It just takes focus and energy...

But that is the next blog!

Cheers!

Bruce

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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.

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From the rooftops...

 Greetings:

There are two schools of thought when it comes to advertising your marketing message...

1. Constant and consistent
2. Loud and Proud

Much of our work is dedicated to development of client strategy for communications and marketing.  A consistent question we receive that I thought would make a great blog post...

How often should I be advertising my marketing message?

Our answer??

Whenever you have something to tell...tell it loud and proud with consistency!

Perfect...so the answer falls squarely between the two schools of thought...nice consulting!  Actually, the reality of life says that EVERYTHING falls between the two certainties...that's Murphy's Law at play!  Consulting advice is nothing different.  The key to great consulting is knowing where and when to apply the strategic pressure...not just that you apply pressure.

So, what am I meaning??

We believe that you advertise WHEN you have a:

• compelling story
• unique product or offer
• cannot wait item or news/interest
• market opportunity

and IF do you have one of these instances... say it LOUD and PROUD...meaning make enough noise in the marketplace that your unique and powerful message is heard!  Then be consistent with that message for as long as your budget can support and the uniqueness stands.

If you don't have of these instances...then be constant and consistent... a drum beat is the description we use.  Be constant and consistent but at a lower level-- you know,  the level just above "not much" and below the "hear us now" levels.

The key is making sure that your investment in advertising is doing the two items it is intended to do....create awareness and generate interest.  To create awareness the market needs to know about it...and to generate interest it has to be relevant and compelling.

That's where the marketing strategy comes into play for the advertising.  Knowing when to hold your cards and investment is sometimes more powerful than playing all of your cards!

So...if you have a compelling and relevant message...Shout it from the ROOFTOPS with all the gusto you can muster!

Cheers!

Bruce

PS>> Look for our announcement of a game-changing Leadership Session coming in the fall!

 

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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 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)

937-832-7894 x101

All I ever Needed to Know...I learned at the Grammy's!

Greetings...

The Grammy's were watched by an estimated 39 million people last night... it must be true-- music brings people together!  I had an "a ha" moment during the 2012 Grammy telecast -- specifically during the section that Paul McCartney performed followed by Taylor Swift -- EVERYTHING
I ever needed to know about marketing was summed up by the Grammy's!

There were three key lessons that jumped out at me...while watching the Grammy's last night...

1. Relevance matters:  How can Paul McCartney STILL draw attention and a standing ovation?  He has stayed relevant!  How does Chris Brown attract any attention?  He is relevant to his target audience!  Both important points for marketers in every industry...relevance is the ONLY thing that matters.
2. YOU can win:  How does Susan Boyle make TV and better yet...make records?  Because she has talent! No matter how small, how remote, how unknown you are today...tomorrow can be a different day is you have a true point of difference!
3. Music connects:  Regardless of age, color, creed, economic, or social...music connects people.  8-track, cassette tape, 45, CD, Walk Man, or iTune...that format has mattered little...the music has mattered greatly. 

Money connects people, too.  Big bank, small bank, savings and loan or credit union....we can ALL connect to our customers/members.  We operate in the banking industry that money is the great connector for us.  People want access to it...more of it... security for it.  EXACTLY what we as bankers and credit union folks provide. 

Our challenge??

Being Relevant...Realizing that WE CAN win...and connecting people to US how they want and when they want...regardless of the format.  Sure, some formats offer better sound or better service but the bottom-line...there is ROOM for each of us to stake our claim and be a Grammy winner.

It just takes focus and energy...

But that is the next blog!

Cheers!

Bruce

MarketMatch is a full-service marketing consulting 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 MOMENTUM and yield the greatest RESULTS for your bottom line.

Learn more here.

Chat with me LIVE!

Or contact me directly (click here).