Pub. 5 2016 Issue 6

August 2016 23 l e a d i n g a d v o c a t e f o r t h e b a n k i n g i n d u s t r y i n k a n s a s strategic application to be included in your communication mix. Remain Focused Finally, focus, focus, focus. The best marketing ideas create a connection with market segments that generate responses, interaction, or purchase intent. In his book, Tested Advertising Methods, John Caples shares three steps to improving creativity applied to print advertising. His recommendation applies equally well to broadcast and social media. The steps include; 1) capture the prospect’s attention; 2) maintain the prospect’s interest; and 3) move the prospect to a favorable action. “The prospect” assumes we have a target audience identified that is worth pursuing. “Moving to a favorable action” implies our offer and communication will connect with the potential client. Targeted connections, whether applied to direct marketing or mass media, will help control your marketing expense. Evaluate Your Ideas Your best marketing ideas will meet four simple standards: 1. Memorable 2. Easy-to-understand 3. Value directed to the target audience 4. Creates a connection that generates a response Industry blogs and Google searches have made it easy to find promotion and advertising ideas used by other financial institutions. The question is, are those ideas right for your marketing plan? It’s not enough to please the marketing committee or get approval from senior management. Your marketing efforts should be strategic and focused on producing desired outcomes. If they can’t meet your expectations, save your investment for a more strategic marketing solution. Experience has shown that organizations have no shortage of great ideas. Marketing success is then limited by how effectively the best ideas are implemented by the organization. Proper execution will lead to goal achievement. Rather than becoming a “Me Too” marketer, challenge yourself and your marketing team to think strategically about reaching targeted audiences with specific communications. Set marketing goals and only invest in resources you know will contribute to effective implementation. Become intentional about what you do and why you are doing it. Picture every marketing activity as a face-to-face communication with someone you would like to build a relationship with for a lifetime. The rest will come into focus and ultimately produce a money saving or money making marketing idea. Tom Hershberger is President and CEO of Cross Financial Group, a sales and marketing consulting firm based in Lincoln, Nebraska. The organization works exclusively with financial institutions providing support services for business planning, market research, staff development, customer and employee surveys, mystery shopping, direct marketing and brand management. Tom can be reached at tom@ crossfinancial.com or 800.566.3491. Tom is a faculty member at the Graduate School of Banking at the University of Wisconsin and the Schools of Banking in Kansas, Nebraska and Iowa. Follow him on Twitter @crossfin. MORTGAGE INVESTMENT SERVICES CORPORATION Bill Cole, Sr. Acct. Exec. Andrew Holtgraves, Account Executive EXPERIENCE COUNTS! We can always rely on quick responses to our questions or when we need help. e sta members are very personable and accommodating. With the assistance of MISC we can accommodate almost any borrower to purchase or renance their home loan.” —Marion Dreher, Sr. Vice President Bank of Hays “I have truly enjoyed working with Mortgage Investment Services Corporation. eir sta is courteous and helpful every time I have worked with them. ey have programs that allow us to o er other loans options to our customers that typically smaller banks wouldn’t be able to o er. is allows us to grow our business locally with new customers so it’s a win–win situation.” —Jacque Golemboski, Asst. Vice President/Mortgage Loan O cer Farmers &Merchants Bank, Colby 22316 Midland Drive Shawnee, Kansas 66226 913-390-1010 NMLSR # 194708 Associate Member – Kansas Bankers Association Contact Bill Cole, Sr. Account Executive 316-706-7306 or Andrew Holtgraves, Account Executive 913-390-1010 ext. 1019 For 15 years, the proven resource to help provide home loans to Kansas communities! It’s vitally important to whom you entrust your customers and your bank’s reputation… Let us show you why the experienced folks at MISC are the ones who will earn that trust! QM, ATR andTRID got you down? MISC can ease your regulatory concerns!