Freebies, Bonuses and Contests - 2015
Presented by
Andy Zavonia and John Burnett
Recorded on November 09, 2015
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2.0 hours
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ICB Credit: 2.5 CRCM
What's happened in the four years since the Dodd-Frank Act was enacted? Have all the old limits on premiums for checking accounts disappeared, or do you still need to watch out for them? Can you still offer NOW accounts? If not, can you offer them to businesses? Reg Q's demise hasn't affected IRS reporting requirements at all, so you still need to know when you're paying interest and when your payments will be reportable in a different way.
In today's economy customers need a banking relationship, but what will attract them to open a new account at your bank? How do you get their attention? Is the American Savings Promotion Act, which was signed into law on December 18, 2014 going to change the way banks can address lotteries? Your Marketing Department will have several suggestions, but Compliance needs to know how to make those ideas work to attract the new customers while staying out of trouble with regulators. Should you consider a contest or a drawing? Perhaps a new account bonus will sweeten the deal? Maybe a sweepstakes or lottery will entice them? You could easily get the word out on social media, so what's the big deal? Why not build interest in the bank and build employee support with a contest? Are the rules different for an employee-only raffle that is used to build excitement and sales?
As the pressure to attract new customers intensifies, bankers are often tempted to try new sales techniques to capture market share. Should your bank be on Facebook, or Twitter? It is easy to get on these social networking sites; but regulators don't ignore social networks when checking your bank's compliance. What can and can't you do on these sites, and what controls need to be in place to keep everyone happy?
Consider this scenario: To attract new customers to a newly opened branch, Marketing has proposed to pay higher interest rates on new money for one year. The offer will be the published rate plus 50 basis points. For a limited time a $100 bonus will be paid for direct deposits. A promotion will temporarily erase any transaction penalties and unlimited withdrawals will be allowed, and every new account will be entered into a drawing for a fabulous vacation trip. For the first time the bank will also advertise on Facebook and Twitter to get the word out and to get feedback from new customers. They'll be like testimonials. And the Compliance officer will be pulled in six different directions trying to keep things under control. Do you know what needs to be done?
Attend this BOL Learning Connect webinar to find out about:
The rules are complex. If you're going to use promotions to attract and retain customers, you'll want to be sure to attend this webinar. You can't get away with just anything someone dreams up. Your advertisements are viewed daily by customers, lawyers, your competition, and even regulators. Your advertisements on the Web can live on forever. This program is designed for anyone involved in the planning, execution, and review of contests, sweepstakes, bonuses and other incentive programs. Find out how to help your marketing department craft campaigns that accomplish their goals without violating the rules.
WHO SHOULD ATTEND:
Compliance, auditors, marketing, social networking specialists and anyone managing contests/raffles at the bank or branch level.
Andy Zavonia and John Burnett
Freebies, Bonuses and Contests
Slides
Questions and Answers