Banks and credit unions invest in their branches with an expectation to grow. But they must do more to maximize their investment than simply build a branch and assume customers will flow in. “We’re not trying to spread our investment over more things, like peanut butter,” says Jeff Martinez, EVP and head of branch banking at PNC, about the bank’s branch strategy in the Financial Brand. PNC has realized significant success with its digital channels, but continues committing to the branch, “convinced that physical proximity can be essential to growth.” With an expectation that each new branch to turn a profit in 3-5 years, PNC chooses the right markets (for acquisition) and supports the branch with the right methods (marketing).
Branch marketing is a critical component for driving that growth. With 60% of new-to-bank sales happening at the branch, ensuring the retail environment is primed for this purpose is essential. Banks and credit unions that invest in their branch network grow more and faster than the financial services sector at large. But to realize that kind of success, banks must understand how to calibrate content to most effectively reach and impact audiences in the branch. As branches continue to be the primary driver of new customer acquisition and the most valuable generator of customer loyalty, cross-sell, and advocacy, maximizing retail return has never been more important.
Building a Branch Marketing Strategy
In-branch marketing provides a strategic foundation that enables financial institutions to leverage the branch channel more effectively. Maximizing the value of the branch as a marketing channel means having optimally designed, placed, and executed communications channels, married to empowered, engaged staff. Branch marketing takes place both outside and inside the branch. Externally, your branch is your beacon, drawing people inside. It’s an opportunity to create awareness and spur acquisition. Internally, your branch is your brand. It’s a way to use communications to influence customers or members and deepen relationships. With consumers banking locally, branch marketing leverages proximity to deliver meaningful marketing messages.
Since consumers are more bombarded by brand messages and more discerning than ever before, in-branch marketing must be smarter and work harder to break through. Defining zones in the branch environment allows banks to orchestrate the customer experience, with each zone having a designated purpose, dwell time, and staff behavior taking place there. In each zone, there are priorities for how much messaging goes in any area with content categories that include: product, brand, informational, and seasonal. Effective zoning requires a balanced approach, as all branches have different footprints with overlapping zones. The intent of zoning is to ensure consistency and maximize bank marketing and merchandising.
Branch marketing includes content custom made for static and dynamic channels. Static channels include kiosks for collateral and fixtures for bank merchandising. Dynamic channels include digital signage and tablets that must be programmed with consistent branch marketing in a cadence that maximizes dwell time according to each zone. Static messaging is changed out less frequently, so the mission is to create static content that’s enduring. For dynamic channels, the mission is to deploy content that’s engaging. Ultimately, the goal of in-branch marketing is to leverage proximity to deliver valuable information to the consumer that’s made for the moment. For banks and credit unions, branch marketing promotes local growth to ensure brand success and business advantage.
To learn more about in-branch marketing and communications strategies that can get your financial institution ready for growth, or to speak with one of Adrenaline’s experts, contact us today.
Adrenaline is an end-to-end brand experience company serving the financial industry. We move brands and businesses ahead by delivering on every aspect of their experience across digital and physical channels, from strategy through implementation. Our multi-disciplinary team works with leadership to advise on purpose, position, culture, and retail growth strategies. We create brands people love and engage audiences from employees to customers with story-led design and insights-driven marketing; and we design and build transformative brand experiences across branch networks, leading the construction and implementation of physical spaces that drive business advantage and make the brand experience real.
