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Author: Liberty National Bank, Huntington Beach, Calif Publisher: ISBN: Category : Languages : en Pages :
Book Description
Major banks in the Huntington Beach, California area created a financial services void when they changed their branches into retail outlets and moved their business services outside the area. Liberty National Bank was created as a business bank to fill this void. The bank adopted a theme "Taking Banking to Business" which indicated that it would come to customers rather than having customers come to it. The theme was promoted by: 1) extensive use of calling officers, 2) direct courier and regular mail service, 3) use of microcomputers, 4) emphasis on sales training and 5) specialized pricing to effectively segment the customer base. The bank also had a unique business line number open eighty hours a week to answer business questions. Before the bank's opening, a pre-planned advertising and promotional plan was implemented which included: many comprehensive articles on the bank's innovative service.
Author: Liberty National Bank, Huntington Beach, Calif Publisher: ISBN: Category : Languages : en Pages :
Book Description
Major banks in the Huntington Beach, California area created a financial services void when they changed their branches into retail outlets and moved their business services outside the area. Liberty National Bank was created as a business bank to fill this void. The bank adopted a theme "Taking Banking to Business" which indicated that it would come to customers rather than having customers come to it. The theme was promoted by: 1) extensive use of calling officers, 2) direct courier and regular mail service, 3) use of microcomputers, 4) emphasis on sales training and 5) specialized pricing to effectively segment the customer base. The bank also had a unique business line number open eighty hours a week to answer business questions. Before the bank's opening, a pre-planned advertising and promotional plan was implemented which included: many comprehensive articles on the bank's innovative service.
Author: Steffen Leditschke Publisher: GRIN Verlag ISBN: 3638372847 Category : Business & Economics Languages : en Pages : 107
Book Description
Diploma Thesis from the year 2004 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,0, University of Applied Sciences Berlin, language: English, abstract: Why are Brands in Focus The commercial banking industry has undergone significant change in the past years. “Today, large commercial banks operate in a far more dynamic marketplace. The cost of funds fluctuates rapidly and there is increased competition from both inside and outside the traditional banking industry.“ With growing competitiveness in the banking industry, and similarity of services offered by banks, it has become increasingly important that banks identify the factors that determine the basis upon which customers choose between providers of financial services. Aaker and Joachimsthaler state “in an increasingly crowded marketplace, fools will compete on price. Winners will find a way to create lasting value in the customer’s mind.”2 But considering the national bank market many banks still do exactly this. They compete on price as the latest campaign of the ‘Commerzbank’ shows (3.1% p.a. until the end of February 2005). Although the last years proved that in times of rapid economic change many German banks are not protected. They experienced the decline of profits, the loss of customers towards new financial providers and reacted with closures of branches and the dismissal of thousands of employees. Then they stepped into the war on price advantages without realising that other banks, like the direct banks, strive to a position that allows cheaper banking. Additionally the image of the national bank representatives is actually influenced by discussion about unethical payment in the management boards and some managers were recently under suspect of agreeing to payments that for other managers who did not deserve it in consideration of the general public. The same customers that receive this news every day shall be the customers that trust the bank employees and do business with them. Modern consumers are even more critical and better informed before stepping into banks. By mass media and sources like the internet they are informed or even inform themselves so it is harder to satisfy them because their general knowledge about banking products is better than a few years ago. Besides they learned from their experiences made in the last years. Hence it is necessary to have a tool to be able to persuade and tie consumers in different ways than the price on the current account. The brand can and must fill this gap. Consumers still are human beings and have emotions that can be influenced.
Author: Evelyn Ehrlich Publisher: John Wiley & Sons ISBN: 1118065719 Category : Business & Economics Languages : en Pages : 214
Book Description
The roadmap to success for financial professionals using real-world examples, practical how-to's, and a structured approach to marketing strategy and tactics that covers the basics for beginners and inspires new ideas for marketing pros The Financial Marketing Services Handbook, Second Edition gives sales and marketing practitioners the practical tools and best practices they need both to improve their job performance and their retail and institutional marketing strategies. The FSM Handbook guides marketing and sales professionals working in an industry characterized by cut-throat competition, client mistrust, transformative technologies, and ever-changing regulation, to understand the practical steps they must take to turn these threats into opportunities. Providing invaluable information on how to target, win, and retain profitable customers, the book presents an overview of the basic marketing functions—segmentation, positioning, brand building, situational analyses, and tactical planning—as they relate specifically to the financial services industry. With up-to-date case studies, showing what has worked and, more tellingly, what hasn't, the book demonstrates how to effectively utilize the marketer's toolbox—from advertising and public relations to social media and mobile marketing. Discusses how social media (Twitter, Facebook, blogs, review sites) impact branding and sales Packed with new information on landing pages, email success factors, and smartphone apps Demonstrates how behavioral economics affect marketing strategy Case studies and charts are fully revised and updated The financial industry is under intense pressure to improve profits, retain high-value clients, and maintain brand equity without straining budgets. The first edition has become an industry-standard reference book and The Financial Services Marketing Handbook, Second Edition gives sales and marketing professionals even more of the information they need to stretch value from each marketing dollar.
Author: Brenda Bence Publisher: eBookIt.com ISBN: 0982535333 Category : Business & Economics Languages : en Pages : 150
Book Description
You already have the resources you need to build a powerhouse brand.If you believe you lack the money, people, time, or ideas to create a thriving brand, think again. In fact, you already have FIVE powerful marketing resources you can use right now to get big-brand results at low cost ... or no cost at all.Step One: Shift your mindset.International branding expert Brenda Bence has created the definitive guide to branding on a tight budget. After years as a mega-brander working across four continents and 50 countries for deep-pocketed consumer giants like Procter & Gamble and Bristol-Myers Squibb, she left the corporate world to start her own business. From scratch — and with almost empty pockets — Brenda used inventive, low-cost methods to build her own international brand that now serves clients in 25 countries with offices in the U.S. and Asia.Based on Brenda's successful low-cost branding workshops that receive rave reviews around the globe, Smarter Branding Without Breaking the Bank is a treasure chest of tips, tools, andtechniques to help SMEs and solo-preneurs achieve similar results at minimal expense.You will:* Learn to leverage five existing assets to create a robust brand marketing plan* Craft a unique and compelling brand positioning using six proven elements* Dispel widely-held branding myths that could be holding you back from success* Apply lessons from dozens of real-world case studies from a variety of businesses* Create a permanent "marketing mindset" for you and your team
Author: Anthony Thomson Publisher: John Wiley & Sons ISBN: 1119378044 Category : Business & Economics Languages : en Pages : 321
Book Description
A 13-point manifesto for a new financial services marketing model Anthony Thomson knows a thing or two about new and disruptive financial services, having co-founded and chaired first the ground-breaking Metro Bank and then the purely digital, app-based Atom Bank. And as a financial services marketing specialist for over 30 years, Lucian Camp has helped develop more new and innovative financial services propositions than anyone. Now they’ve put their heads together to write No Small Change, a passionate, opinionated and practical manifesto arguing that the fast-changing financial services world urgently needs to rethink the whole of its approach to marketing. Most of all, they propose that an increasingly digital, fintech-driven industry needs not just more marketing, but also better marketing to make sure it’s successfully identifying consumers’ real needs, and finding powerful and successful ways to engage with them. After detailing the forces of change that demand a new approach, the book then examines in 13 chapters what the key components of that new approach should look like. It takes a broad and multi-faceted perspective, exploring areas as diverse as the crisis of consumer trust, the ever-growing power of Big Data, the importance of leadership and corporate culture and the rapid advance in thinking based on Behavioural Economics. In developing these themes, the authors don’t pull their punches. The book is fiercely critical of some of the industry’s long-established marketing habits, providing compelling reasons why it’s time to abandon the practices that have given it a bad name. Marketers will applaud, but the book is also intended for a broader audience. Thomson and Camp challenge senior management in financial firms to appreciate the real value that marketers can bring to shaping the business agenda at the highest level, and not just to label marketing with that tired old phrase “the colouring-in department.” Rich in anecdotes, comments from leading industry figures, personal experiences on the part of both authors and findings from original research, No Small Change is an entertaining and rewarding read – and, at this point in the development of financial services, a timely and important one.
Author: Ajay K. Sirsi Publisher: Trafford Publishing ISBN: 1412021782 Category : Business & Economics Languages : en Pages : 161
Book Description
Behind every successful business is the implementation of a superior strategy. Winning firms earn their success. To do this, business organizations have to first develop a superior marketing plan and implement this plan via effective sales and customer plans. Therefore, both marketing and sales have to work as one system. In this powerful and practical book you will learn the following: - How to understand customer needs and value drivers. - How to segment your markets and customers. - How to analyze customer, competitor and market data to develop superior marketing plans. - How to translate marketing plans into actionable sales and customer plans. - How to work with templates and actual plans to guide your own business. - How to get marketing, sales and other functions working together to focus on the customer to help you get a competitive advantage in the marketplace.
Author: Aaron LeBauer Publisher: Lulu.com ISBN: 168470278X Category : Business & Economics Languages : en Pages : 150
Book Description
After seeing 43 patients in just one day as a physical therapy student, Aaron LeBauer knew he could not treat patients effectively in the insurance model. He opened his 100% cash-based clinic, LeBauer Physical Therapy, the day he graduated with his Doctor of Physical Therapy degree. He did this so he could treat patients the way he knew they needed to be cared for, not the way the insurance companies dictated. Everyone he told about his plan to charge $100 or more per visit for physical therapy scoffed, rolled their eyes in disbelief, said it was impossible or that no patient would ever pay more than their copay for physical therapy. Over the next decade, LeBauer built his successful physical therapy clinic with his wife in Greensboro, NC. Not only has the clinic had a waiting list, but it has also employed an additional therapist and started offering wellness services. All the while, LeBauer still has plenty of time off to travel with his family.
Author: Liberty National Bank, Huntington Beach, Calif
Author: Liberty National Bank, Huntington Beach, Calif
Author: Steffen Leditschke
Author: Evelyn Ehrlich
Author: Brenda Bence
Author: Business International Corporation
Author: Thomas William Thompson
Author: Anthony Thomson
Author: Ajay K. Sirsi
Author: Aaron LeBauer
Author: William H. Brannen