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10/12/2009

A Poor Headline and Missing Tagline

Why would my credit union spend precious marketing dollars on a large billboard with a poor headline and no tagline?   I spotted the billboard as I was driving downtown on Saturday evening.   The first thing that entered my mind as I spotted the billboard was puns, plays-on-words, and other cute copy tricks should…

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10/12/2009

Format Variety for Your Friends

A Tell A Friend program (a.k.a., Refer A Friend) is a proven method to open additional checking accounts and gives you a chance to reach some prospects you might otherwise not contact. There are different sizes and styles of Tell A Friends (TAFs) you can use. Earlier, I gave you an overall view of how…

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10/09/2009

The Seven Purposes of a Tagline

Having collected and studied taglines for many years, the folks at ACTON Marketing have determined that taglines serve one of seven purposes which I’ll cover today.   The good news is that some really good taglines manage to serve more than one purpose.   First, the seven purposes of a tagline.   Help your bank…

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10/09/2009

The KEY to a Successful Promotion

A local radio station jogged my memory a few days ago. It’s running a promotion where station personnel award keys to listeners who call in at the right time. Eventually, all the key holders converge at some time and place and try to open a lock that wins one of them the big prize. The…

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10/08/2009

Taglines — A Missed Marketing Opportunity

One of my marketing pet peeves – and I have plenty of them – is the fact that most companies, banks included, fail to understand the value of a great tagline.   My continued irritation is the result of banks…   Not having a tagline.   Having a good tagline and changing it.   Having…

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10/07/2009

Overcome a Branch Disadvantage

When you advertise, you expect your promotion will benefit all your branches. But sometimes, a branch has a unique disadvantage that needs special tactics to help it succeed. You look at an underperforming branch and wonder why it isn’t doing well. It has the right personnel. You have winning product offers. How do you help…

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10/06/2009

Discover Bank’s New No Penalty CD

Until this year, I’ve never seen a full-page magazine ad promoting certificates of deposit.   Historically, such rate ads are relegated to the local newspaper for reasons of timing, weekly rate changes, and the location of the target audience.   As of yesterday, I’ve now seen two.   The first ad from Ally Bank offering…

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