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25 Ways to Get More Business from Current Bank Customers and Attract New Ones

Presented by:
Marcia Yudkin

June 22, 2005
        11:30AM-1:30PM PT
        12:30PM-2:30PM MT
        1:30PM-3:30PM CT
        2:30PM-4:30PM ET

Materials (only available to registered users)


Studies show that it costs five times more to attract a new customer than to get more business from an existing customer. Yet most banks, like companies in other industries, spend most of their marketing efforts and resources on luring new customers.

Discover what more you can be doing to cross-sell, upsell, resell and reach new customers, whether you believe you've already covered this front or know that this is a weakness at your bank.

Marketing guru Marcia Yudkin, who presented a successful webinar for BankersOnline.com in November on common bank web site flaws, returns with reminders of what you may know you should do to encourage repeat and new business (but aren't doing) as well as fresh ideas that few banks are implementing.

Suggestions for getting more business from previous and current customers include:
  • the importance of knowing the lifetime value of a customer to your bank
  • piggybacking a newsletter or informative inserts on bank statements
  • ways to solicit feedback and handle complaints so as to retain customers
  • how and why to survey customers who have closed accounts
  • web site content that educates customers about bank services they're not using
  • incentives for bringing more aspects of customers' business into your bank
  • small, thoughtful (and inexpensive) gestures with a disproportionately large impact
  • do's and don'ts for branded trinkets - and why you should use this familiar marketing tactic
  • giving VIP treatment to top customers while not slighting others
  • on-hold messaging as a marketing channel
Initiatives that attract new customers include some of the above as well as:
  • targeted sponsorships
  • media publicity with a purpose
  • signage and window dressing
  • refer-a-friend programs
  • "keeper" giveaways
  • advertorials
  • borrowing campaigns from other industries
  • seasonal promotions
  • community initiatives that make a difference
  • cultivating professionals in a position to refer business
For each idea, you'll learn about any research underlying its impact as well as specific ways to implement the marketing principle involved. Some of the suggestions cost next to nothing, so it's worth attending whether you have a giant marketing budget or a puny one.

Who should attend:
  • bank executives with responsibility for overall marketing strategy
  • bank marketing managers
  • marketing vendors who sell to banks
About the speaker:   Marcia Yudkin
A former syndicated columnist, five-time Webby Awards judge, public radio commentator and author of acclaimed books on creative marketing, Marcia Yudkin is one of the world's top experts on marketing effectiveness.

As the author of one of the first books published on marketing online, she spearheaded the first web site and Internet marketing campaign for her publisher Penguin USA in 1995. Her book Web Site Marketing Makeover describes how to attract and satisfy users so that they stay and do business.

Her 10 other books include 6 Steps to Free Publicity, Persuading on Paper and Smart Speaking. She has been featured in Success Magazine, Entrepreneur, Women in Business, dozens of newspapers around the globe, and four times in the Sunday Boston Globe.

Besides addressing bankers through BankersOnline.com, the New England chapter of the American Bankers Association Marketing Network and the New York State Credit Union League, she has delivered keynotes and consulting on marketing for industries ranging from construction, consulting, public relations and promotional products to graphic designers, book publishers, audio publishers, camera shops and architects.

Marcia Yudkin's weekly newsletter, The Marketing Minute (www.yudkin.com/marksynd.htm), provides tips on creative marketing for tens of thousands of readers all over the world.

About the seminar
Each registration comes with ONE access to the LIVE event and 30 days of unlimited access to the ARCHIVE event. If you wish to have multiple locations participate you must have one registration per location. If the complete broadcast is received via the computer the AUDIO and VIDEO COMPONENTS can be connected to an A/V projector to allow multiple participants to view the conference. If the audio portion of the broadcast is received via the telephone the AUDIO portion can be placed on speaker phone to allow multiple participants. Interactive components delivered via Web include slides, online polls and Interactive Q&A via chat.

You may view the ARCHIVED Presentation of this training event as many times as you wish throughout the next 30 days. This will enable you to participate in the LIVE event as well as train additional staff from the ARCHIVED event.

Handouts will be provided and we welcome questions during and after the seminar, as well as in advance. Questions received after the seminar will be posted on a special Web page for later viewing by seminar attendees.

Contact Information: Billing questions can be directed to Carin Eisenhauer, carin@bankersonline.com. All other questions may be directed to mpetry@bankersonline.com

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