ABA Bank Marketing

Publication covering advertising, marketing and public relations in the banking, finance and accounting industries.

Articles from Vol. 37, No. 9, November

A Missive to Affluent Investors
This letter from Fisher Investments came in a very nice package: a large 9x12-inch personalized outer envelope (that gave the illusion of special delivery, although it was bulk mailed), with a full-page reply device. But the letter could have clone...
Continuing Education Quiz
Your Compliance Officer: Friend or Foe? by Janet Bigham Bernstel 1. For the smoothest relationship with the compliance department, the marketing department needs to: [] Involve compliance at the campaign's beginning. [] Maintain a strict...
Doing a Return-on-Investment Analysis
One of the "details" to which you should pay attention is how the bank makes money--or, more specifically, how it calculates how it makes money. If your finance department has developed a profitability model, it is very likely that it has mapped the...
Getting the Most from Your CRM; Just Because You Acquired a System Does Not Mean You Are Using It to Maximum Advantage. We Asked Three Banks with CRM to Explain What Extra Steps They Had to Initiate in Order to Achieve Full Utilization
Let's say you had a customer who phoned your call center every two weeks on a Tuesday and requested a transfer from one account to another. If you knew those calls were coming in like clockwork, you might be able to help the customer find a better...
Idea Bank
Reader's Guide: Our "Idea Bank" showcases recent examples of advertising and other marketing products from financial institutions of all sizes and locations in the United States. Browse through this section to spark your creativity for your marketing...
Katrina and the 'Local vs. Central' Challenge
In the aftermath of Hurricane Katrina, we have seen the life and death challenges of coordinating the Federal Emergency Management Agency with the U.S. military, state national guards, international relief organizations like the Red Cross, state agencies,...
Marketing's Role: Business Decisions Made in the Wake of a Disaster
Business and relief decisions made in the wake of a disaster can impact a financial services institution's reputation and image, observes Curt Olsen, principal of High-Definition Consulting Group, a San Francisco-based marketing and business consulting...
Sara Watkins Named as New Chair of the Network Council
Council to Oversee Creation of a 'Marketing Plan' Online Template A "marketing plan" online template will be developed this year on the ABAMN website for use by members, says Sara Watkins, CFMP, the newly named chairwoman of the ABAMN Council for...
Sometimes a Few Little Things Can Go a Long Way to Boost Customer Satisfaction
A financial institution does not have to make big or expensive changes in order to improve its customer satisfaction and retention. That's one of the findings of a year-long customer satisfaction initiative of the Deluxe Knowledge Exchange Collaborative,...
The Taxing Part about 'Free' Gifts; Giving Away Gifts or Cash to Customers Is a Valuable Marketing Tactic, but It Also Involves Certain Disclosure and Reporting Requirements. Here's What the Internal Revenue Code Has to Say about Those Things That We Bestow without Charge
Editor's Note: In the our last issue, we looked at cash, gifts and other freebies for hank customers and reviewed the disclosure and reporting requirements that these practices trigger under the Truth in Savings Act and Regulation Q. We continue the...
'Tis Is the Season
Seasonality is one of the most important factors in the success or failure of any credit product marketing campaign. For example, it's no mystery that consumer demand for credit increases around the holidays. Since most banks have little or no money...
Use B2B Mail to Both Products and Image
The tasks of maintaining relations with commercial customers and calling on new prospects are taking on increasing importance in banks. Today's low interest rates and a competitive environment require that contacts with businesses lye both frequent...
Your Compliance Officer: Friend or Foe? You Put Your Heart and Soul into a Campaign Only to Hear at the Last Minute That, 'You Can't Do That.' Maybe Your Bank Needs to Review and Rethink the Whole Marketing-Compliance Relationship
Given free reign, there's no doubt that bank marketing departments nationwide would be creating much different-looking ads than we see in print today. In the real world, however, regulation dictating disclosure language can literally squelch the creative...