Independent Banker - March 2021 - 64

ADVERTORIAL SPOTLIGHT
Guest Experts:
Marketing
Unleash your inner marketing genius with this
three-step multichannel marketing strategy
CHALLENGE: In this era of increasing consumer expectations, it's more important than ever to leverage preferred
channels to create consistent connections that ensure your financial institution remains relevant and competitive
for the foreseeable future.
SOLUTION: The best way to deliver world-class service and build a consistent, high-performance consumer experience,
across all channels, is to convert siloed communications into seamless, coordinated and targeted ones across a mix of
traditional and digital channels.
Leading retailers are experts at
leveraging the common look, feel and
language of their brand, a powerful
strategy that's often overlooked.
Turning siloed communications into
consistent interactions creates the
connection that leads to lifelong
consumer relationships.
Siloed marketing is such a widespread
problem because it underperforms
just enough to go unnoticed.
Imagine an oil well producing a
thousand gallons a day that, with
just a few simple adjustments, could
triple production-coordinated
multichannel marketing is like that.
IMAGINE AN OIL WELL
PRODUCING A THOUSAND
GALLONS A DAY THAT, WITH JUST
A FEW SIMPLE ADJUSTMENTS,
COULD TRIPLE PRODUCTION
Direct mail is still a powerful marketing
tool for financial institutions:
* 90% of direct mail gets opened
* 75% of households read or scan
advertisements in their mail
* One in seven new checking account
customers were influenced by direct
mail
Jeff
Hassemer,
Senior Vice
President of
Marketing
Direct mail
With email inboxes so oversaturated,
direct mail has reemerged as the
channel consumers can touch, feel
and trust.
Digital ads
Digital ads leverage the ease,
relevance and popularity of the
digital channel. Digital reaches more
consumers in more places, driving
response and brand awareness and
delivering the instant gratification that
consumers crave.
In fact, display advertising raises brand
awareness by 12%.
Digital ads level the playing field with
competitors, giving anyone the ability
to target and time ads and anticipate
consumer needs to deliver highimpact
marketing.
Contact center
Nothing can replace the lasting impact
of an excellent experience that only
a knowledgeable contact center
representative can deliver. When
asked the most frustrating aspect of
a customer service experience, 34%
chose " inability to reach a live person
for customer support. "
Increasingly, contact centers are
expected to serve as revenue centers
that drive sales, gather customer
insight and deliver leads. A highperformance
contact center provides
the human touchpoint that is crucial
to any successful omnichannel
marketing strategy.
A two-pronged proactive outbound
calling and inbound strategy ensures
your campaign is delivering the onbrand,
personal engagement that
consumers demand, as well as the
ability to close interested buyers to
maximize ROI.
To be a consumer-centric institution,
you need to be in touch with their
experiences. Gathering actionable
insight from every engagement
touchpoint is necessary to deliver
world-class service and build a
consistent consumer experience.
contacthc@harlandclarke.com
800-351-3843
harlandclarke.com

http://www.harlandclarke.com

Independent Banker - March 2021

Table of Contents for the Digital Edition of Independent Banker - March 2021