Data-driven marketing doesn’t need to be difficult. Community Banks of any size can use data-driven techniques to better understand their customers and predict their needs.  In this episode, Dan and Chris chat with Dvir Ginsburg and Ilan Flax of Insait, a data platform that’s helping community bank marketing and analytics teams achieve higher conversion through data-driven analysis and campaign creation. We discuss how data-driven techniques improved the results of a recent CD campaign, and the differences between data-driven, personalized marketing, spam marketing, and spray-and-pray campaigns and how each of these marketing avenues impacts potential customer response.  Listen in to learn more about Insait’s approach and how you can apply similar techniques at your bank. Topics Include:  ●     What data-driven marketing really is ●     How can community banks get started with data-driven marketing ●     How a simple CD campaign can be 200% more effective by using data to target and personalize ●     How to reach customers where you think they’ll respond Dvir Ginzburg is the CEO at Insait. He has a Ph.D. in Geometric Deep Learning. He’s previously worked at Microsoft as a Recommendation System Researcher. Ilan Flax is the Head of Business Development and Strategy at Insait. He’s a former Professional Soccer Coach. He has a Sociology degree from Columbia University. Resources Mentioned: ●     Favorite Book: Mindset: The New Psychology of Success by Carol S. Dweck, Ph.D. https://www.amazon.com/Mindset-Psychology-Carol-S-Dweck/dp/0345472322/ref=tmm_pap_swatch_0?_encoding=UTF8&qid=&sr= ●     Website: https://insait.io/ ●     Insait IO LinkedIn: https://www.linkedin.com/company/insait-io/ ●     Dvir Ginzbur LinkedIn: https://www.linkedin.com/in/dvirginzburg/ ●     Ilan Flax LinkedIn: https://www.linkedin.com/in/ilan-flax/ ●     Email: [email protected] [email protected]   

We’re taking a little step back from bank marketing in this episode to talk about a topic that can make us all more successful, professionally and personally: self-care. Chris and Dan get personal and share their own burnout stories, and how those experiences made them realize the importance of “putting your own oxygen mask on first”. We then discuss the challenges of feeling constantly busy and overwhelmed, and the negative impact it can have on marketing and business opportunities.   Focusing on self-care isn’t selfish – it can actually make you more present in your job and family life.  When we’re busy, we often don’t stop to think about it – but that’s the time when we need to focus on self-care more. Listen in for more valuable insights and actionable strategies.   In this episode: -          Learn why putting your own mask on first – prioritizing your own needs - can actually make you more present in work and life. -          Hear how Chris and Dan have struggled with burnout in the past, and the strategies they’ve used to avoid it since. -          Achieve a harmonious balance between your personal life and your career. -          Experience the transformative impact of self-care on your overall well-being and success.   Resources Mentioned: -       We’d love to hear your stories!  Email them to [email protected] -       Bank Marketing Minute Newsletter: bankmarketingminute.com -       Website: The Bank Marketing Show: bankmarketingshow.com

Defaulting to “Trusted, Local” or “100+ Years in Business” in your bank’s messaging? Many banks think because it’s tried and true, or it’s meaningful to them, that it will also resonate with their customers and prospects. But you could actually be hindering your marketing efforts by sticking with generic messages like this. This week, Chris and Dan chat with Grant Gooding, CEO of Proof Positioning, a market research firm that specializes in measuring consumer emotions and motivations. Understanding your customer base starts with exploring the neuroscience of messaging: asking the right questions to people to understand the messages and themes that will spur them to take action.  Using data and science-backed research methodologies can help you get into the minds of your customers and prospects and work towards marketing messaging that performs better and increases your ROI. Topics Include:  ●     Why do customers choose one bank over another? ●     Why don’t the tried-and-true messages, like “Trusted and Local” work? ●     How do people make buying decisions, or even decisions on which ad to click on? ●     How hyper-focusing on a specific person or area can make your overall marketing more successful than trying to be everything to everyone Grant Gooding is CEO of Proof Positioning, based in Kansas City, Missouri.  He got his professional start in mergers and acquisitions, working first on the legal side, then buy-side analysis, valuations, and transition management. After roughly a decade of analyzing, valuing, and transitioning hundreds of small and mid-market businesses, Grant became infatuated with market research, something that he had to work with every day. Grant determined that while valuable, almost all market research failed to address one simple yet critical question that he needed to answer for his clients:  Why are people buying this product or service from your business?  With his MBA emphasis in qualitative research marketing, Grant spent the next several years experimenting with methodologies and measurement techniques that could be used to discover the emotions and motivations behind purchasing intent.  After working with a nationally renowned brand analyst, Grant discovered a quant method that could be used to assess brand preferences.  With that as a starting point, he and his team utilized some principles of neuroscience and behavioral economics and created a new metadata system that can accurately quantify emotional resonance.  Today, PROOF has executed over 500 market research engagements using its emotional resonance method. It stands as one of the most novel, compelling, and accurate ways to quantify and understand why customers do the things they do.  Grant is an international speaker in Emotional Market Research and Emotional Data, an emerging field that PROOF is helping pioneer. Nerdy Fact:  Grant is a classically trained vocalist who has performed in venues worldwide, including Carnegie Hall, Westminster Abbey, and St. Mark’s Basilica. He has 3 amazing children with his wife, Stacey, of over 13 years. Resources Mentioned: ●     Website: https://proofpositioning.com/ ●     LinkedIn: Grant C. Gooding https://www.linkedin.com/in/grantgooding/  

You’re already making a strategic plan (hopefully!) – but you can make it work harder and better with more specificity. In this episode, we discuss the need for specificity when setting goals, defining a target audience, and developing a message that speaks to that audience. We also stress the importance of adaptability in strategic planning, as market conditions and customer preferences can change rapidly. Listen in for valuable insights and practical tips that will enhance your marketing strategies and increase your effectiveness in capturing your target audience.   In this episode, we talk about: -          How strategic plans can boost your bank’s growth, rather than just being a to-do list item -          How setting specific and measurable goals can lead to higher growth -          Keeping track of your progress with precise metrics -          Staying ahead of the curve with adaptable strategic planning techniques Resources Mentioned: -       Bank Marketing Minute Newsletter: bankmarketingminute.com -       Website: The Bank Marketing Show: bankmarketingshow.com -       For a free guide to strategic planning, just email us: [email protected] with Subject Line “Strategic Plan”  

Chris and Dan chat with Heidi Miget, SVP of Marketing for Midwest BankCentre, a nearly $2.7B community bank with 17 branches and 1 loan production office in the St. Louis region. We talk through how her bank has differentiated itself with a laser focus on community and her hybrid (in-house + contractors + agencies) approach to building a marketing team. Most community bank marketing leans heavily on service and commitment to community – but Midwest BankCentre walks the walk better than almost any community bank out there.  In this episode, we talk about the bank’s approach to analytics, investing in people, and a commitment to community that spans the entire bank, from CEO to teller.  Learn how Heidi and her team use this commitment to differentiate the bank’s marketing, and get inspired for how to apply it at your institution. Topics Include:  ●     The evolution of Heidi’s marketing team from 2 to 9 full-time employees, plus agencies and contractors ●     How you can use mission and values to differentiate your bank ●     Using analytics to tell a more detailed story and solve problems for your customers. ●     How the bank has used a digital video series and marketing campaign to tell a deeply local story that resonates with its community ●     What happens when you have a team who is passionate about what they do  Heidi Miget, SVP of Marketing for Midwest BankCentre, is a seasoned leader in digital marketing with over seventeen years of experience, recognized for her strategic and result-oriented campaigns that maximize marketing investments. She excels in team development, campaign analysis, and project management and has a hands-on approach to staying updated with the latest digital trends. Heidi’s expertise spans diverse industries, including banking, travel, finance, and more, with a keen focus on digital strategy and campaign planning. Resources Mentioned: ●     Website: https://www.midwestbankcentre.com/  ●     Digital Videos: RisingTogetherSeries.com ●     Favorite Book: Profit First by Mike Michalowicz https://www.amazon.com/Profit-First-Transform-Cash-Eating-Money-Making/dp/073521414X ●     Orv Kimbrough, CEO on LinkedIn: www.linkedin.com/in/orvinkimbrough ●     Heidi on LinkedIn: https://www.linkedin.com/in/hmiget/  

In this episode, we dive into the importance of strategy in Google Ads and digital advertising for community banks. With our expertise and experience working with bank clients, we shares valuable insights on how to make digital advertising campaigns more effective and improve customer engagement. We recall a time when we realized that simply throwing money at Google Ads doesn't guarantee success. Instead, it emphasizes the need for a well-thought-out approach and a clear understanding of the target audience. We highlight the significance of tracking and measuring the success of ad campaigns, as well as the importance of differentiating your bank from competitors. Listen as we bring to light the challenges faced by banks in the digital advertising landscape and provide practical strategies for achieving better results. In this episode, we talk about: Boosting the effectiveness of your Google Ads and digital advertising campaigns to reach more customers and drive increased engagement with your community bank. Identifying and differentiate your target audience from your competitors to tailor your messaging and attract the right customers who are more likely to convert. Maximizing your ad spend to increase visibility and brand recognition, ensuring that your community bank stands out in a crowded market. Tailoring your ad messaging to showcase specific products or services offered by your community bank, driving awareness and generating interest among potential customers. How to seek professional help and expertise in bank marketing to ensure that your digital advertising campaigns are implemented effectively and optimized for success. Staying ahead of the competition by developing a strategic approach to Google Ads and digital advertising, taking into account the unique needs and goals of your community bank. Utilizing data and analytics to continuously refine your digital advertising strategies, optimizing your campaigns for better performance and higher customer engagement. Enhancing your customer experience by creating personalized and targeted digital advertising campaigns that speak directly to the needs and interests of your community bank's target audience. Increasing customer loyalty and retention by delivering relevant and engaging digital ad experiences that demonstrate the value and benefits of banking with your community bank. Resources Mentioned: Bank Marketing Minute Newsletter: bankmarketingminute.com Website: The Bank Marketing Show: bankmarketingshow.com For a free guide to creating your brand voice, email: [email protected] with Subject Line “Brand Voice” Dan’s LinkedIn

In this episode we dive into the buzz surrounding artificial intelligence (AI) – and specifically, Generative AI tools like ChatGPT, in the banking industry. AI is here to stay and will be utterly transformative to the financial services industry.  It's crucial for financial institutions to understand the use cases and limitations, and how to incorporate AI tools into their strategies and decision-making.  AI tools have the promise to allow banks to anticipate and meet the needs of their customers, providing personalized experiences that truly resonate. During this episode, we discuss the various applications of AI, from enhancing communication and tailoring messaging to improving operational efficiency and streamlining processes. We also address the importance of utilizing AI as a tool rather than fearing it as a threat to jobs, highlighting the opportunity for employees to become more productive and innovative. By beginning to understand AI today, financial institutions will be well prepared for the rapid advancements this technology will bring to the industry in the near future. In this episode, we talk about: -       Discerning the expanding role of artificial intelligence in redefining banking systems. -       Thriving in the digital age by harnessing the power of AI in marketing strategies and customer experience. -       Sparking your imagination with a glimpse into the transformative potential of generative AI in banking. -       Learning the value of letting advanced AI technology save time, inspire creativity, and streamline decision-making. -       Exploring how AI makes anticipating and fulfilling consumer needs a reality in finance sector. Resources Mentioned: -       Bank Marketing Minute Newsletter: bankmarketingminute.com -       Website: The Bank Marketing Show: bankmarketingshow.com -       AI Resources and Research Mentioned: -       The Financial Brand: How to Get Comfortable with Generative AI in Your Marketing Strategy -       The Financial Brand: Pros and Cons as Bank Marketers Move Towards ChatGPT Rivals -       McKinsey: AI Bank of the future: Can banks meet the challenge? -       Accenture: Global Banking Consumer Study: Reignite Human Connections to Discover Hidden Value  

Marketing plays a vital role in attracting new customers, but equally important is the need to focus on retaining existing customers – after all, it’s cheaper and often easier! In this episode, Chris and Dan dive deep into the importance of customer retention and increasing customer stickiness. We discuss stickiness factors and new ways to think about them – and get into practical strategies for increasing customer stickiness. We also chat about the need for coordination between marketing and retail teams, and the importance of leveraging technology and data to create a retention program, not just a report. By increasing stickiness, utilizing technology, and coordinating efforts between teams, we can increase customer retention and build long-lasting relationships. In this episode, we talk about:           Why retention has become more and more important in the last few years           Specific factors that lead to customer stickiness in banking - a critical determinant of your institution's growth           The interplay between advanced technology, data, and effective customer retention strategies           Personalized communication strategies and market segmentation techniques that drive customer loyalty           How to create and deploy feedback loops and customer surveys for smoother customer experiences Resources Mentioned: -       Bank Marketing Minute Newsletter: bankmarketingminute.com -       Website: The Bank Marketing Show: bankmarketingshow.com -       For a free copy of “The Stickier Customer Playbook”, email: [email protected] with Subject Line “Stickier Customer Playbook”  

The concept of “work-life balance” has been around for years – but we think it’s time to reframe it and recognize that work and life are not separate, not something to keep in balance.  Rather, the focus should be on integrating the two so you – and your team – can find greater fulfillment in both. In this episode, Chris and Dan explore work-life integration and how you, as a bank leader, can foster a culture that leads to personal and professional fulfillment for everyone in the bank.  We discuss practical strategies for achieving work-life integration, including the importance of self-care and intentional scheduling. For your team, we emphasize the changing expectations of younger generations, who prioritize flexibility and the ability to manage their personal lives while still being productive at work. In this episode, we talk about: -       The undeniable importance of work-life integration as the “return to the office” continues -       The mindset of younger generations in their quest for work-life integration and adaptability -       A methodology for setting limits for effective work-life integration -       The potential of work-life integration to trigger unprecedented levels of productivity and personal enrichment  Resources Mentioned: -       Bank Marketing Minute Newsletter: bankmarketingminute.com -       Website: The Bank Marketing Show: bankmarketingshow.com  

A great brand voice has the same effect as a finely-tuned orchestra playing an unforgettable melody. For your bank, this means memorable differentiation from your competitors. Developing your brand voice involves determining the right tone, communication style, and emotions that echo the bank's mission. It’s not just the realm of marketing.  Like creating a great culture, developing a brand’s voice starts from the top of the organization.   In this week’s podcast, we share salient advice on striking the right balance – finding the right chord with your chosen target audience without alienating others.  This harmonization creates deeper connections between customers and your bank’s values and culture, hence increasing the customer retention and attraction.   In this episode, we talk about: -       Discovering the critical role of a distinctive brand voice in banking. -       Gaining insights into why bank executives themselves need to shape their brand voice. -       Uncovering the power of favoring unique identity over generic descriptions for your bank. -       Understanding how aligning your brand voice with the desired customer experience can reshape your institution’s public perception. -       Learning how to set your brand voice apart from competitors to stand out in the industry. Resources Mentioned: -       Bank Marketing Minute Newsletter: bankmarketingminute.com -       Website: The Bank Marketing Show: bankmarketingshow.com -       For a free guide to creating your brand voice, email: [email protected] with Subject Line “Brand Voice”