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Serving Up Salesin the Branches

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•12 year old Financial Marketing Company

•Principals have spent a majority of their careers in the financial services and marketing industries

•Work with financial institutions of all sizes in helping them generate more sales through more channels

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Agenda• Today’s Branches

• Financial Focus

• Consumer Buying Behavior

• Content Marketing Strategy

• Critical Elements to Make Content Sell

• Build or Buy Considerations

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Branch Situation Today

• Visitors down• 34% Haven’t been in a branch in 6 months

(bankrate.com)

• Millennials see branch as irrelevant• 92% prefer to do their banking online (TD

Bank Study)

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Today’s Branch

• Smaller• New York Times - Feb 4th

– “With Technology’s Aid, Banks Squeeze Their Branches Into Smaller Locations”

• Less Traffic• Bank Investment

Consultant Feb 5th – Fifth Third expects to see branch traffic drop by 20% this year

Branch Openings

Branch Closings

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Need for Change

•Need for additional revenue, especially from higher margin products

•Means transitioning branches from focus on deposit taking to a focus on face to face sales

Increasing Share of Wallet

#1 Goal for Top Executives

70%

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The Financial Focus• If 1 in 3 appointments buy with an average net

present value per sale of $2000 (deposit, loan, mortgage, investment, insurance, etc.) the value of 1 sales appointment is $660

• If a single branch has 4 more sales appointments week, that is $126,000 per branch per year

Make your own assumptions using a Revenue Opportunity

Calculator at www.Truebridge.com

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The Financial Institution Challenge

•With less branch traffic and more interaction purely transactional,

•How do you increase sales when dialogues that generate referrals and sales appointments are disappearing?

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Consumer Buying Behavior

•Fact 1: People are looking for easy to understand answers to their financial questions.

•Fact 2: People will buy from the one who provides it.

Source:Next Century Media

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Consumer Buying Behavior

•Fact 3: This is especially true around life events when, according to Forrester Research, they are 43% more likely to buy a financial product.

•Fact 4: You want to be that resource, not the competition

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Becoming the Resource

•Creating and distributing relevant and valuable content to attract, acquire, and engage customers.

•Not a sales messages that interrupts but something that people actually want to engage with.

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A “Teach not Sell” Approach

“People want to be taught not sold. When trust is the goal, companies should strive to sell by not selling.”

Joe Pulizzi, Content Marketing Institute

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Content Marketing: A New (Old) Strategy

•John Deere – 1895 – newsletter on technology in agriculture

•Nike -1966 - benefits of jogging, not selling shoes

•Home Depot - today– teaches people how to build a fence

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Content Marketing in Financial Services

• Being an educational resource to help people make better decisions

• But its more than just passively offering financial literacy or general education

• Most people react to events as they occur

• They want just the answers they need at just the time they need them

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Three Critical Elements to Make Content Sell

• The Content

• Delivery Platform

• Channel Engagement

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What Type of Content is Needed?

• Your customer needs…

BroadBrandedEasy to navigateEasy to read and understand. No jargon!

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What Type of Content is Needed?• Your institution needs…

Professionally created and maintained to satisfy legal, tax and regulatory changes.

Compliance reviewed including FINRA review letters for investment related content

Reviewed and approved by B/D compliance department

Expanded as needed to reflect changing rules and regulations

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• Relevant content is great- but it’s level of effectiveness depends on DELIVERY.

• Delivered around life events when people are looking for answers and more likely to buy.

• Delivered in a way that engages people and allows them to uncover hidden needs.

• Delivered in a way that connects them with the person who can help with those needs.

Delivery Platform is Key!

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Examples of Delivery Platform

Financial Answer Center

Business Answer Center

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• Content that sits idle or hidden on your site can’t help your institution or your customer.

• Promote the benefits of what the content can do for your customers

• Leverage existing branch and online channels to build awareness promote usage of a new value added service.

Engagement Through Channels

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Compelling Message

Rational Benefits• Save money• Avoid mistakes

Emotional Benefits• Protect those who count on you

Drives awareness and traffic to the content delivery platform

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Engagement Through Channels

CompellingMessage

Delivered through traditional and digital

channels

To initiate dialogues with the person that

can help with

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Engagement Through Website

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Engagement in the Branch

Onboarding

Account Servicing

Frontline employees introduce the content as a value added service and offer guides relevant to their life events as a part of their everyday service-focused routine. The request for a guide is an automatic lead.

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Automated Fulfillment

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Engagement Through Email

Feature your content in emails to your members!

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Twitter Solution Facebook SolutionEdu PostsEdu Tweets

Engagement Through Social Media

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Engagement Through Mobile

EZ Viewer

All content and features of the Financial Answer Center are formatted for easy access through mobile devices

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Worksite EngagementFinancial education is one of the most rapidly growing employee benefits. Your business customers can provide it to their employees with a simple link.

Link to Financial Answer Center as an employee benefit draws employees of business customers to you for financial education and people that can help

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Bringing it all Together: Content Calendar

• Three step plan for getting your content out there:

• Message

• Timing

• Delivery channel

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Build or Buy Considerations

• Strategy is simple enough, but in order you build, you must:• Create• Maintain• Host

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Build or Buy Considerations:• Affordable monthly subscription includes:

• Full turnkey Content Marketing System

• Customized to match your look and feel

• Integrated employee pictures and contact information

• Professionally maintained by a top national accounting firm

• Individual customer service to ensure active usage and shared “best practices”

• Hosted through top-ranked secure facility

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In Closing…

•People need help.•They will buy from the one who provides

it.•Use a content marketing strategy to make

that YOU.“We are living in a content-driven economy. You cannot survive in the banking space today without a content marketing strategy.”

Jeff Pilcher, The Financial Brand

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So, What’s the Next Step?

•Schedule a 1 on 1 demo- learn more at www.truebridge.com