Community Financial Institutions serve their communities — in many ways — like local shops, libraries and other businesses like this do:
They know their customers and their most pressing financial needs;
They enjoy special life events with their customers;
They offer customers a safe space to, “be human,” while enjoying the perks of a solid business structure; and
They offer mobile banking, online banking and all the convenient features customers expect, with a touch of affection and familiarity.
However, sometimes it’s hard for smaller community financial Institutions to get their potential customers’ attention. When it comes to marketing, sometimes they have to do more, as hard-working people continue to cash payroll cheques at questionable back alley shops and shy away from asking for that small business or new home loan, because they never thought it was something they would one day qualify for.
How to Get That Attention in the First Place!
When it comes to advertising, one of the most important things you have to do is gain your target audience’s trust. One of the quickest approach to do this is to use honesty. However, you can use honesty in creative, interesting, sincere and even hilarious ways, so that your potential clients can’t help but pay attention!
Create ad campaigns to:
Make fun of yourself. Humour can take the edge off of the perception of a financial institution being viewed as stuffy, unapproachable and even a bit scary. Building Societies in the UK have often done this well – look at this one from the Halifax:
Show customers you know what you need to fix. Do you need to offer more small business loans, better hours, easier bill pay or mobile banking features? Say it; tell people you’re working on it and work on it. They’ll respect you for it.
Tell people what customers you’re NOT for. This is tricky because you don’t want to offend people, but trying to be all things to all people invariably means you end up being nothing to nobody.