ABA Banking Journal - June 2007 - (Page 53)
MARKETING the media clutter The AFLAC duck’s creators offer advice on selling your services when a “bank is a bank” Punching through A meeting has just broken up in creativity. Some memorable television Linda Kaplan-Thaler’s office and spots of the last decade came from the some of her ad agency’s staffers Kaplan Thaler shop, part of the internabegin coming out. And coming out. And tional Publicis Groupe. Clients include coming out. How did all those people fit Continental Airlines; Outback in that modest-sized corner office? Steakhouse; Procter and Gamble’s “You really weren’t kidding about how “Swiffer”; and some leading pharmaceutito have creative meetings,” a waiting visicals, such as Pfizer’s Lipitor. (View samtor muses to Linda Kaplan Thaler and her ples at www.kaplanthaler.com.) associate, Robin Koval. In financial services, besides AFLAC, The ad agency chieftains smile. In the firm has been doing a series of TV ads Bang! Getting Your Message Heard In a for U.S. Bank’s “Five-Star Service Noisy World, one of the two books the Guaranteed” campaign for about a year. pair has written over the last few years, These humorous spots poke fun at banks they endorse an approach to meetings whose employees can’t remember cusutterly foreign to most bankers: tomer names from one moment to the Cohorts in creativity, Linda Kaplan Thaler (l) and “Don’t be afraid to position people so Robin Koval head advertising agency Kaplan Thaler next; take forever to say whether they can that they are almost uncomfortably close. Group, New York, and have co-authored two books make fast decisions; and take a request for We also caution against holding creative Bang! and, last year, The Power of Nice. “lower rates” as a signal to lower their meetings in formal rooms across huge voices. mahogany tables. Distance can create barBang! is a heckuva read for any banker riers to spontaneity and interaction; it makes it easy for people needing marketing inspiration, the kind of book that encourages to withdraw and doodle their way into oblivion. We make a much underlining, and jotting of ideas in the margin. point of always having one or two fewer chairs than people. In an interview, the ad gurus talked about some of the book’s Invariably, the guy standing in the corner or sitting on the floor key points, about the challenges facing all marketing today, and will come up with some of the best ideas.” the special challenges of bank promotion. One of the firm’s biggest hits, the long-running AFLAC duck campaign, arose in such a meeting. People began kidding Kaplan Thaler If we wrote the book today, we wouldn’t around. Someone held their colleague’s nose and said, “Now, change the basic philosophy, but some of the examples. Less say AFLAC.” He did, and he sounded like a duck. The rest, as about TV and more about the internet, enviro-marketing, and the cliché holds, is history. word-of-mouth marketing. More and more now TV whets your So much for the classic American business meeting. But, then, appetite, drives you to a website—especially for buying a car or bankers face a world where much of what was standard either a computer. doesn’t work anymore or must work differently. There is more Advertising is becoming more a means of presenting a snap“noise” in the world than ever. shot of that brand, to get you to spend an hour with it on the So a heavy dose of creativity may be in order, and this pair, web. Often the advertising doesn’t give the same message as the Kaplan Thaler, CEO and chief creative officer, and Koval, pres- website. You can see some very dynamic, exciting car advertisident of the New York City-based Kaplan Thaler Group, know ing and when you get to the website, they start selling you. That’s the slant we took with U.S. Bank. It’s like entertainment By Steve Cocheo, executive editor advertising that gets you to understand what the particular www.ababj.com/subscribe.html ABA BANKING JOURNAL/JUNE 2007 53
Table of Contents for the Digital Edition of ABA Banking Journal - June 2007
Grow Your Wealth Management Share
Segment Marketing: Dull, Basic, Do It!
Snapshot: Hint of Margin Relief?
Sleight of Mind
ABA Chairman's Position
Getting Over the $1 Billion Speed Bump
"Naming Right" - worth it?
Top Performing Community Banks
Case Study: Seattle Savings Bank
Case Study: Utah Community Bank
Case Study: Woodforest National Bank
When Lawyers Want the Needle In Your Haystack. Or the Whole Stack
Deposits vs. Investments: Time to Settle this Debate
Punching Through the Media Clutter
Today's Elements, Tomorrow's Branch
Risk Focuses Security Dollars
Sourcing Solution Gives National City Purchasing Clarity
Getting Into Remote Capture? Don't Forget Compliance
To Advertiser/Index of Advertisers
ABA Banking Journal - June 2007