Professional Documents
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MARKETING DEFINED
The aniticipation, management, and satisfaction of demand through the exchange process
holds achieving organizationalg oals depends on knowing the needs and wants of target market and deliveringthe
desired satisfactions better than competitiors.No w it is very crystal and clear that banking and
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Because banks provide the services so that is whybank use the servicemarketing tool
in the bankingindustr y. Like this large numbers of businessorgan izations offer services
airlines, hotels,insuran ce, consulting firms, medical and lawpractices, entertainment companies, real
estate firms,retailers & others so they also use service marketing.The banking industry faces some
exceptional challenges when it comes tomarketing. The public tends to view banks and other financial
institutions withsuspicion, or they take them for granted. In either case the ability to positivelyimpac
t the public's perceptions of banks requires creative and forthrightmarket ing.Show me a successful business and
I'll show you a marketing success story.Those companies who had the foresight to dominate their
industries from thestart enjoy the greatest perk afforded to any marketing campaign, said perk being"Name-
branding". To this day we make "Xerox" copies, not "photo" copies. Wereach for a "Kleenex" as opposed to a
tissue. Regardless of what brand of popwe have in our refrigerator we offer up a "Coke". When our drains are
cloggedwe discuss "Rotorooting" them. Once your product or service becomessynon ymous with a
concept you are on your way to guaranteed growth! It isworth noting that the companies I've
mentioned continue to market, but they arein the luxury position of only having to purchase "maintenance"
marketing. Whilecosting considerably less than their previous dominant posture, it keeps them
inthe public mind. Does anyone with young children not have McDonald's menucommitted to memory? Yet
McDonald's continues to run periodic campaigns for one reason the competition is aggressively inviting you into
their driveway.McDo nald's is also a great example of specific target marketing. Whenever they
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demographic through the introduction of "adult" fare, the campaigns fell flat. So they continue to market to there
provendemogra phic, namely kids.Hold on. We're talking about marketing banks. To becertain we are not selling
hamburgers. Banks mustfocus on several things when marketing. They need toinstill confidence.
They need to image themselves in amemorable way. They need to provide specificreason
s for the public to move from their presentprovide r to their institution. This can only beaccomplishe
d when you reach beyond the obvious and focus on the criteria thatdistinguish you from the competition. We
all know that banks provide checkingaccoun ts, make loans, provide safety deposit boxes, etc. But at some point
intime there was a banking group who decided to open on Saturdays. Someoneinitiate d the concept of free checking,
24 hour banking, and adding services suchas financial planning. And these trends were
eventually mirrored by thecompetition out of necessity.What are your strengths? What sets you
apart from the competition? Your people? Your services? Your location(s)? All the above? I worked with
apharmacy several years ago that was located in a town saturated withpharmacies. My advice to them was to
ignore the obvious, prescription filling, andfocus their marketing on their unique features. They were the only
pharmacy intown with a certain brand of vitamins and herbals, with a 5minutecholeste rol/blood sugar
test, and with prescription flagging to notify their clients of renewal dates. By focusing their marketing on these unique
services they gavethe public specific reasons to shop with them. Prescription refills
followednaturall y. Take the time to determine what your unique features are. Brainstormwith ALL of your
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marketing mind sitting behind one of your drive-thru windows. Once you
havecomplied a list of reasons to choose you over your competition, get the word out!The challenge
now becomes how best tocommunicat e your strengths to the public. Toaccomplish this in the most
cost effective way youneed to determine what demographic will most benefitfrom the service(s), then purchase
thosemediums that are more inclined to reach them. Whilemarketing is not an exact science, there are
generalrules of thumb that are time tested. For example, the 50 + demographic havehabitually read a
newspaper over a morning cup of coffee, while the younger demographics tend to rely on electronic
mediums for their news. Radio andtelevision formats appeal to specific groups of consumers, and
proper selectionis very important. Billboards provide a conscious and subconscious imprint of your
name. My advice it to pick as many appropriate target mediums as you canafford and stick with them
Services Marketing
Bank executives and marketers faced with ongoing challenges can
make better business decisions with the help of software, data and analytic services fromMapping
Analytics:1.Who are my best customers and how can I keep them?2.Where is the greatest market potential to find new
customers?3.W hat locations should I choose to expand our branch network?4.Is our network of bank branches
optimized for maximum performance?T he answer to each of these questions depends in large part on
geography andlocation. That means working with Mapping Analytics experts in mapping and
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analysis since 1989 - makes sense. Many banks, both large and small, use our services
to improve marketing and branch network decisions.We can help you in the following analytic areas:
ping Analytics combines data from your customer information file with demographic and lifestyle
datathat describes and predicts consumer behavior andbuying patterns. For banks with
commercialcu stomers, we segment by SIC codes and businessdemog raphics.By segmenting your customers into
groups based on their type and behavior, youwill have a foundation for successful marketing, including
aboutcustomer profiling.
Using customer, product mix and transaction data, Mapping Analytics can helpyou construct accurate trade
areas for existing branches and estimate tradeareas when evaluating new branches.Accur
ate trade areas based on actual customer behavior, rather thanapproximati ons based on
mile rings or drive times, are essential to understandingb ank branch performance.Ma pping Analytics determines
branch performance by comparing your bank'sproduct mix within its trade area to market penetration and
share of wallet. Weuse commercially available market data in our analysis to score penetration,
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to see the level of demand for your products and services in any area.Analyzing branches according to
their performance helps you make better decisions regarding product offerings and
marketing campaigns. This analysisalso serves as the foundation for optimizing your branch network
BRANCH EVALUATION
Based on results of branch trade area and branchperforma nce analysis,
Mapping Analytics will developa model you can use to evaluate any existing or potential bank
branch location - or your entire networkof branches.An analysis of your branch network also includes your candidate
sites and competitor sites. It will help youdetermine which locations generate the greatest positive impact
on your overallnetwork. A branch network analysis will help you answer the following questions:
Which areas within the current network offer the most potential for openingnew branches?
closed?And, when opportunity arises for opening a new branch, you will be able toquickly
determine how a potential site compares with existing sites and theimpact on your overall branch network.
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