Credit union and bank marketers have a lot of good material. That’s the problem: it’s too much. Over time those good individual pieces pile up, pile up and pile up. Eventually it becomes a giant mound of ... crap. And nowhere is that pile seen more than in the branch.
As part of our marketing audit process we review a lot of financial institution branches. We examine how many marketing pieces you are displaying. Here are the numbers from some recent clients: 15, 22 and 34. Yes you read that right: one financial institution had 34 marketing pieces displayed in one of their branches. Another still had their Christmas loan promotion material displayed (in March).
It’s an easy trap for marketers. We produce lots of material. The problem is when a promotion ends or a brochure becomes outdated we never pull it. Over time our branches become extremely cluttered with
multiple marketing messages and materials.
Here are some ways to alleviate the clutter:
- Look for non-credit union/bank material—It’s amazing to see all the marketing our vendors and partners can put in our branches. Watch out for car dealers, warranty companies, insurance and investment platforms, civic clubs and a myriad of other information that has nothing to do with your organization. Your material should trump theirs every time.
- Pull dated information—Once a promotion is complete we go to the next. But do we pull the old stuff from our branches? It’s nice to think a teller or branch manager will do the updating for you but they are often serving consumers and don’t think to check.
- Reduce the number of marketing messages—Are you drowning consumers in your branches? Count the number of marketing pieces you are currently displaying. You probably don’t need them all out at the same time. Rotate a few of your pieces, store the brochures out of site and use only as a sales tool, and focus on only a few items at once. Less is best.
- Go digital—Do you really need to print and have hard copies of everything? Use digital signage, interactive TVs with marketing messages and other visual stimulants. The reality is consumers probably won’t take the time to read all that copy you are producing.
When was the last time you visited your branches with a critical eye? Maybe it’s time to do it now (think of it as a sort of Spring Cleaning for your branches and marketing).