Brunch…a Mother’s Day tradition. Also a tradition you don’t wait until the last minute to plan. After all, Mom deserves better than something haphazardly thrown together because you got busy the week before celebrating her. Some questions to answer about your brunch include:
- Who’s attending?
- Where is it?
- What’s on the menu?
You should answer similar questions about your marketing plan too. Because like Mom, marketing matters. But unlike with Mom’s brunch, some financial organizations fail to map out an effective strategy before rushing out the door.
1. Who’s attending?
Who you invite (and don’t invite) to brunch is an important matter. The table might not be big enough for everyone. Or maybe Cousin Shiloh’s shenanigans have already ruined one-too-many celebrations.
Similarly, you want a person or core group responsible for marketing tasks. You don’t want marketing by committee. Marketing is part art, part science…and not everyone is good at it. That’s ok! Just delegate to the people who are.
Once those people oversee the bank and credit union marketing plan, they need to be in the plan. Each strategy or focus must have a name attached to it along with someone to hold them accountable. As Alex Goldfayn says, “The most successful creators of change are experts at accountability.”
So, invite the right people. Then, make sure they actually show up.
2. Where is it?
The brunch spot is vital. You don’t want to return to that place where the toddler launched the crayon into Mom’s hair. And you want crowds to be low and food to be good.
Where you broadcast your message is just as impactful. And “we market everywhere” is not a good strategy. Focus pays more dividends than a scattershot approach.
Often, marketing assessments find out organizations are doing too much. They dilute themselves with marketing on TikTok, Facebook, Instagram and LinkedIn (for example) when they could just do Facebook and LinkedIn. Perhaps there’s an uncrowded spot – a marketing gap left by competitors – you can fill. Wherever you do marketing, don’t do it just to do it. Market where it gets results and abandon the other channels.
3. What’s on the menu?
You can’t have a good brunch without good food. And you better tailor the food to Mom’s favorites (after all, it’s her special day).
You also can’t have good bank and credit union marketing without good tactical execution. What items should be on your marketing plate?
- Quarterly/monthly content calendars
- Social media posts
- Website updates
- Campaign dates and collateral
Tie every tactic to a strategy. If your strategy is to raise brand awareness and drive conversions over the long term, consistent social media posting is a necessary tactic.
You also need to tailor execution to your consumers. One location might be wild about HELOCs while another is simultaneously bonkers for auto loans. This would result in different campaign calendars. Or maybe your target niches skew younger and hate snail mail…making digital marketing your main investment.
Of course, you might not know where to start with any of this. Help is available! Get a marketing assessment to stop wasting money on bad marketing plans. Book a free consultation now.
