You’ve been there. Time is running short, and a celebration is right around the corner. What do you get the person? They already have everything (and everything they don’t have they buy for themselves). Google will know…Google must know.
You type in “gifts for [insert celebration here]” and 55 top ten lists show up: “gifts for hikers,” “gifts for history-lovers” and so much more. Finally, you see it – “gifts for the person who has everything.” You’re saved!
But the list is underwhelming and full of random junk. No wonder your loved one doesn’t have these things. Do they really need hand warmers? Your eyes nervously flit up to the calendar before sighing, resigning yourself to your fate…hand warmers it is.
Yeah, desperation is bad for gift hunting. And it’s bad for your bank or credit union marketing too.
No Sneaking Allowed
The common excuse for not ordering a gift in time is: “the day snuck up on me.” But you can’t run your marketing machine like that. Missing deadlines, rushing important elements of your campaigns or performing marketing improv doesn’t bode well for your success.
Be aware of what your marketing is doing. Plan it out. Create a marketing plan someone is responsible for implementing. A plan:
- Tied to strategic goals
- Outlining specific marketing strategies or campaigns
- Containing a rough timeline
- Defining measures of success
It’s simple to understand but it’s not simple to do. Many overwhelmed financial organizations lack detailed marketing plans (even if they’re still marketing). Don’t let your own marketing sneak up on you. Put yourself in the driver’s seat.
The (Un)Common Denominators
Desperate bank or credit union marketing is painfully generic. It’s so eager to get some business, any business, that it sacrifices focus. It goes the route of least resistance – targeting everyone with everything. But that’s also the route of least success.
Like those lists with every possible gift (no matter how lame), this kind of marketing spreads itself thin and appeals to very few. It targets a common denominator persona…but no such persona exists. Every potential group is unique, and you can’t appeal to all of them.
Choose core groups to target with your marketing messages. Those groups may include:
- Root groups (original employer groups, founding communities, etc.)
- Life stage groups (recent college grads, young families, etc.)
- Socioeconomic groups (underserved, blue collar, etc.)
- Interest groups (shared geography, shared profession, etc.)
Remember: don’t choose every possible group as a target market. Select three to five niches, with one pushing your boundaries and encouraging growth in a new direction.
Settle for More
Time-strapped gift givers settle on subpar presents.
And it’s easy to settle for less when you’re desperate to merely complete bank or credit union marketing tasks. It’s easy to do the one-off campaign, generic social posts or stick with your website’s current functionality. All of that feels comfortable…all of that got you to where you are today.
But what got you here won’t get you to the next level. You weren’t meant to do comfortable things; you were meant for greatness!
It’s time to take the next step with your marketing:
- Prioritize consistent action over random one-offs
- Use differentiated messaging for different social platforms
- Invest in a new website or digital marketing tool
Settle for more, and you’ll see more results.
Need help with that? On The Mark Strategies helps financial organizations with marketing plans, creative development and execution. Book a free consultation now.
