Marketing "Don'ts"

Answered by:

Question:

Do you have any "Never do this!" type items for bank marketers? I have been in marketing at other companies, but this is my first time at a bank and I'm wondering if there are some types of campaigns that just don't work well.

Answer:

Answer by Barry Thomson, BOL Guru

Recently I watched a new advertising campaign that wanted to emphasize that the bank was a local institution. When its new advertising aired on local television it violated basic security training. The camera panned the teller line where each teller's nameplate could be read. This could create a situation where the teller might be harassed by someone who wasn't a customer of the bank. More importantly, if the bank was robbed the suspects could get the name of the victim teller from the bank's advertising.

Why do we remove nameplates during a robbery if we show them in our advertising campaigns?

Answer:

Answer by Dana Turner, BOL Guru

Every marketing campaign should involve audit, compliance and security, because:

Audit can help you track the results;
Compliance makes certain that you comply with regulations; and
Security keeps you from inadvertently opening "windows of opportunity" to crime.

First published on BankersOnline.com 2/5/01