win with lkcs campaign marketing
TRANSCRIPT
LKCS
What is Multi-Channel Marketing?
• Communicating similar messages across multiple marketing channels.
• LKCS can handle it all! No need to work with several vendors when you can partner with just one.
WIN WITH LKCS
Channels to Spread Your Message
1. Print
– Direct Mail, Brochures, and Newsletters
2. Web
– Web Development, Email Marketing, and Social Media
3. In Branch
– Posters and Digital Signage
4. Statements
– Onserts and E-Statement Marketing
5. Logoed Products
1. Print…
Direct Mail– HIT YOUR TARGET – there is no better traditional one-
to-one marketing method– BEST OPTION FOR NEW MEMBER/CUSTOMER
ACQUISITION• Sample
– High quality mailing lists available
• Demographic Targeting - Location (zip codes, carrier routes or distance radius), age, sex, income, home ownership and MANY other criteria.
• Psychographic Targeting – Behaviors, lifestyles, even financial information such as wealth, investments, and credit card usage
1. Print…
Brochures– These are versatile and packed with info
• High traffic areas in your branches should always have these readily available.
– Marketing Kits• Potentially package multiple items together to give to new
members/customers to draw attention to other services.– Fairly Inexpensive
• Brochures cost pennies compared to larger, targeted direct mail pieces.
1. Print…
Newsletters– These use to be a staple of your marketing efforts, but
have been on the decline lately.• Increased E-Statement Adoption, Cost, and Time.
– Biggest Newsletter Benefit: Content Generation• That is the time consuming part
– Suggestion: Re-Use and Re-Purpose that Content• E-Mail Newsletters (shorter, more frequent)• Social Media Posts (I’ll bet we can find a bunch in your last
newsletter)• Web Banner Ads, Digital Signage Ads, Statement Onserts
2. Web…
Web Development– THE MOST IMPRTANT PART OF YOUR MARKETING
EFFORTS.• As important or MORE important than a physical location.• This is the cornerstone for all branding efforts across all channels.
– Ease of use• Are all users able to navigate the website easily? Roughly
60% of web traffic is now coming from mobile devices.• Content Management Systems (CMS) are a must.• One click usability
– Sample
2. Web…Email Marketing
– Inexpensive
– Measurable
– Trackable
• Follow up with individuals that click specific links
– Do It Yourself
• WYSIWYG, Drag and Drop Interfaces with no programming required
– Responsive (Mobile Friendly)
– Schedule for Future Delivery
– Automation Options Continue to Improve
• What? Automate your follow-up for even better results!
E-Mail Message Results
2. Web…
Social Media
– Not just for millennials! The fastest growing segment
on Social Media is actually the 65+ demographic.
– Be authentic, and have fun. Don’t only post about
Financial Services.
• It’s about engagement and conversation
• Takes dedication
Social Media Users by Age Group
3. In-Branch…
• Little Upfront Cost– Frames
• Higher Ongoing Costs– Design– Printing– Shipping– Coordinating with
Branches
• Static Content– One Message Per Poster
• Higher Upfront Cost– TVs– Media Players
• Lower Ongoing Costs– Design– Service Subscription– Centralized Management &
Scheduling
• Dynamic Content– Multiple Messages Per Unit– Animation Attracts
Attention
Posters vs. Digital Signage
3. In-Branch…
• Digital Signage has evolved. – Turn any TV into a digital sign in minutes, just need an
HDMI port and WiFi
– Create and manage content online
– Low cost
– No servers or software to manage
4. Statements…
Onserts
• Graphical ads directly on your statements and e-statements
• No printing or shipping costs
• Selectively include for different groups of account holders
– Target by geography, age, account relationships, balances, etc.
• Display in full color on e-statements
• Onserts can be included at just about any size and position
4. Statements…
E-Statement Marketing
– Including marketing on your e-statements is even more important than your paper statements.
• Online members are less likely to come in to your branches
• As you convert more members to e-statements, statement inserts become less effective (and you thought that was impossible…)
• E-Statement marketing can include links that enable people to take action. A huge advantage over traditional statement marketing.
4. Statements…
• Banner Ads– Link to web pages or PDFs
– Appear for all account holders or selectively
– Each banner ad can be flagged until the user clicks on it
5. Logoed Products…
Logoed Products
– Trinket, Tchotchke, Handout, Gift, Give
Away…whatever you call it, LKCS has them!
– Great addition to any promotion, or community event.
– Keep your brand with them at all times.
Multi-Channel Marketing & Bundling
BUNDLE & SAVE
• You may have a standing order at your favorite bar or restaurant
• Marketing campaigns can be similar
• Consider pre-determining the components of “Major” and “Minor” marketing campaigns or “Existing Member/Customer” and “New Member/Customer” campaigns.
• Your team and vendors will know what’s expected up front. And the time/cost will be lower.
