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Insights that<br />
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Business
Insights that
drive results

06/05/2009

Interest rates aren’t important

I thought that might get your attention. Interest rates are only important to the customer because of what they do. Earn them money. When you tell a customer how much they’ll earn, then a rate has meaning.  So instead of saying you’ll earn 4.5% on your high-yield checking account, it’s better to say you’ll earn…

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06/05/2009

Money To Buy Christmas Presents

I walked into my credit union the other day – sans ball cap and sunglasses – and was excited to discover a new brochure in the brochure rack.  I’m not sure how long it had been there, but it was new to me.  Seeing the name of the account at the top and the photograph…

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06/05/2009

Today’s Hot Banking Topic

A few years ago, online banking was the hot new product in the financial services industry. ACTON encouraged our clients to mention the benefit in their checking account promotions. It was especially important to promote online banking if it was free because some banks charged for the new service. The emerging technology for consumer banking…

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06/04/2009

Too Many Checking Account Choices?

The other day I was headed to my favorite gas station where gas is about 15 cents cheaper per gallon.  It’s a familiar brand name but the gas is cheaper as the company does not spend money on TV commercials.  The station is located at a busy intersection that includes three fast food joints — a McDonald’s,…

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06/03/2009

Too Much Clutter in the Branch?

In reality, banks are in the retail business — competing with other retailers for a share of consumers’ disposable income.  As such, an argument can be made that a bank branch should have the look and feel of a retail store. I was reminded of this last evening while on my bi-weekly visit to our…

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06/03/2009

Polish Your Halo

Like every industry and profession, advertising has its jargon. Jargon, as Webster says, is “The specialized language of a trade, profession, or similar group.” At times, the silence I hear from a client means I’ve used jargon the person doesn’t understand. One of the newest phrases in advertising that qualifies as jargon is “halo copy”…

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06/02/2009

Should Bank Advertising Make You Laugh?

For as long as I’ve been in bank marketing — and I go back to 1972 — it has been a truism that you don’t use humor in your marketing campaigns.  Oh sure, a few banks have tried it but it rarely, if ever, succeeds.  How do I know this?  First, I’m not aware of…

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