No CEO Left Behind - helping your C suite understand the critical role of marketing

© 2012 Market Insights 1

Ohio Bankers League – Bank Marketing ConferenceThursday, March 1, 2012

no CEO left behindhelping your c-suite understand thecritical role of marketing


marketingmarketingC-suiteC-suite


73% of CEOsthink marketers lack

credibility

Source: Forbes CMO Network 7/18/2011


Five Ways Marketers Lose Credibility

• Stumble explaining the value of marketing

• Limited customer knowledge

• Failure to be fast and flexible

• Isolation

• Unable to answer the “where” and “why”of investing/cutting an incremental dollar.


Source: The Financial Brand State of Bank & Credit UnionMarketing In 2012


solution

The same rigor brought to external communication needs to be applied internally:

• Know the audience • Understand their needs • Communicate to them in their language.


marketingmarketingC-suiteC-suite


1alignment• Align with business goals

• Align with bottom line

• Align with established performance measures


Source: The Financial Brand State of Bank & Credit UnionMarketing In 2012

11

Alignment with Business Goals – Performance Measures

Branch 1 and Branch 2:

Branches 1 and 2 account for over 84% of projected growth for deposits, loans and investments for that region

Branch 3 and Branch 4 markets are weak by comparison Invest in Branch 1 Commit to market fully to achieve projections

© 2012 Market Insights

MarketPoint Score

Existing Deposits

Projected 5yr Deposits

Existing Investments

Projected 5yr Investments

Existing Loans

Projected 5yr Loans

Branch 1- 2 mile 328.5 $7.1 $87.4 N/A $38.9 $3.2 $94.7Branch 2- 2 mile 292.3 $24.1 $95.1 N/A $45.3 $1.7 $137.5Branch 3- 2 mile 241.3 $30.0 $38.4 N/A $9.6 $2.3 $24.4Branch 4- 1 mile 224.3 $11.0 $22.9 N/A $6.9 $0.8 $19.6

Totals $72.3 $243.8 N/A $100.6 $7.9 $276.2


2data + analysis

• Data driven decision making

• Measure what is IMPORTANTrather than what is EASY

• Apply a repeatable process

• Communicate marketing intelligence

The number one resolution for bank marketersin 2012 must be to 'put data first,'

since the proof of any program resides in the measurement of results.

– Bradley G. Leimer, Mechanics Bank

13© 2012 Market Insights


Data Driven Decision Making – Opportunity Segments

Customers Market HHs Opportunity Customers Market HHs OpportunityY1: Upwardly Mobile 118 587 469 113 114 1Y2: Metro Mainstream 87 777 690 104 425 321Y3: Fiscal Fledglings 35 1,325 1,290 71 234 163TOTAL YOUNGER YEARS 240 2,689 2,449 288 773 485F1: Flourishing Families 89 342 253 106 22 -84F2: Upscale Earners 234 754 520 187 249 62F3: Mass Middle Class 241 1,577 1,336 221 958 737F4: Working-Class USA 156 1,578 1,422 231 671 440TOTAL FAMILY LIFE 720 4,251 3,531 745 1,900 1,155M1: Financial Elite 45 179 134 47 22 -25M2: Wealthy Achievers 157 1,014 857 97 121 24M3: Upscale Empty Nests 90 1,053 963 65 275 210M4: Midscale Matures 132 1,185 1,053 141 1,060 919M5: Retirement Blues 36 347 311 58 448 390TOTAL MATURE YEARS 460 3,778 3,318 408 1,926 1,518

Harrison State St.


Product Usage¹ Index² Product Usage¹ Index²Deposit Products Retirement Savings 98 143 Retirement Savings 94 137

Regular Savings 95 117 Regular Savings 91 113Fixed Interest Savings 60 118 Fixed Interest Savings 86 113Interest DDA 64 123 Regular Non-interest Savings 56 108Money Market Savings 41 184 Money Market Savings 27 122

Investment Products Securities 98 143 Any Investment 93 135

401k Plans 86 183 Securities 93 135Mutual Funds 78 195 401k Plans 78 166Stock 60 198 Mutual Funds 62 155IRA 60 189 Stock 39 128

Products with high index Futures/Warrant/Options 5 320 Roth IRA 1 251but lower usage³ Discount Brokerage 15 279 Discount Brokerage 8 156

Asset/Cash Mgmt. 12 193 Futures/Warrant/Options 2 138

Consumer Loan R/E Secured Credit inc. mortgages 86 180 Bank Credit Card 93 115Products First Mortgage 84 191 Bank Credit Card w/revlolving bal. 65 117

Visa Card 80 124 R/E Secured Credit inc. mortgage 59 124MasterCard Card 64 126 First Mortgage 57 130Auto Loans 51 137 Auto Loans 51 138

Delivery Channels Electronic Banking excl. ATM 96 123 Electronic Banking excl. ATM 95 121Direct Deposit 84 158 Direct Deposit Payroll 80 150Internet Banking 67 146 ATM/Debit Card User 70 129Telephone Banking 52 114 Internet Banking 67 145Pay Bill via Internet 44 159 Pay Bill via Internet 45 163

Target Life Stages

Note: All product information is for Life Stages on a national basis.¹ Usage statistics are percentages

² Product index indicates the relative usage of one life stage group as compared with national usage statistics. An product index of 100 indicates that usage for that product within the given life stage group is equal to the national average whereas an index of 200 is twice the national average for usage.

³ These products have been included because their indicies were exceptionally high. Product index is not an indication of likelihood to use, but rather an indication of current usage relative to the national average. Even so, these products may present PlainsCapital with additional opportunities to reach its customers, particularly within the 5 target segments.

YOUNGER YEARS - Y1Young Up & Comers

FAMILY LIFE - F1Flourishing Families

Data Driven Decision Making – Product Propensity

The number one resolution for bank marketersin 2012 must be to 'put data first,'

since the proof of any program resides in the measurement of results.

– Bradley G. Leimer, Mechanics Bank



purpose + passion

No CEO Left Behind - helping your C suite understand the critical role of marketing

Economy & Finance

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