Inadequate share of wallet is a point of pain at most financial institutions today. On average, customers only buy 2 out of 10 products from a single institution. It’s little wonder that cross selling is the #1 goal of marketers today. Brand image plays a big role in success or failure. All too often it is actually an impediment to cross selling. It becomes a trap. Why? Because the brand image is too narrow: A place to go for no more than transactions. To succeed, that image needs to change. Financial institutions need to engage customers in ways that build their image as the place to go first for more financial solutions. It takes more than words on a page.

1. Brand Engagement
A Setup to Sales
1

2. • 14 year old Financial Marketing Company
• Principals have spent a majority of their careers
in the financial services and marketing
industries
• Work with financial institutions of all sizes in
helping them generate more sales through more
channels
2

3. Agenda
• Marketers’ Focus Today
• Shifting Brand Image
• The Emotional Engagement
• How to Make Content Sell
• The Financial Focus
• Build or Buy Considerations
3

4. Marketers’ Focus Today
• Q1 2014 Financial Brand survey of senior
marketing executives (233 FI sample by Aite’
Group)
• Top 3 marketing priorities
• Improve share of wallet – 70%
• Grow loan volume 53%
• Acquire new customers/members 35%
4

5. Today’s Shifting Brand Image
• Technology is causing more customer remoteness,
moving brand attributes away from people to
transactions
• 34% haven’t been in a branch in 6 months
(bankrate.com)
• Millennials see branch as irrelevant
with 92% preferring to do their
banking online (TD Bank Study)
5

6. The Challenge?
• Building a brand image beyond transactions - as a
place to go for more financial needs
• Leverage branch and digital channels to engage
customers in more meaningful ways
• Turn those engagements into selling opportunities
6

7. Engagement is Key
• Gallup research “customers that are fully engaged
represent an average 23% premium in terms of share of
wallet, profitability, revenue, and relationship growth.”
7

8. Additional Engagement Needed
• Fact 1: People are looking for easy to understand
answers to their financial questions.
• Fact 2: People will buy from the one who
provides it.
8
Source:
Next Century Media

9. Additional Engagement Needed
• Fact 3: This is especially true around life events
when, according to Forrester Research, they are
43% more likely to buy a financial product.
• Fact 4: You want to engage in a meaningful way
that makes you that resource for answers,
not the competition.
9

10. Engagement With Content
10
• A Teach not Sell approach -
“People want to be taught not sold”
Joe Pulizzi, Content Marketing
Institute
• Creating and distributing
relevant and valuable content
to attract, acquire, and engage
customers.
• Not a sales messages that
interrupts but something that
draws people into a dialogue.

11. Make it Emotional
Feelings are Facts - “Only 30% of human decisions and behaviors are actually
driven by rational considerations” – Nobel prize winners
Gallup – “Emotionally connected customers tend to deliver significantly
enhanced business results when compared to their rational counterparts.”
11

12. 12
Emotional Connection
Promote the emotional benefits of what you can do for your customers
• Save money (Satisfaction)
• Avoid mistakes (Fear)
• Protect those who count on you
(Confidence , Lack of Guilt)

13. It Takes More than Content to Set
Up Selling Opportunities
• The Content
• Delivery Platform
• Channel Engagement
13

14. What Type of Content is Needed?
• Your customer needs…
Broad
Branded
Easy to navigate
Easy to read and understand. No jargon!
14

15. What Type of Content is Needed?
• Your institution needs…
 Professionally created and
maintained to satisfy legal, tax and
regulatory changes.
 Compliance reviewed including
FINRA review letters for investment
related content
 Reviewed and approved by B/D
compliance department
 Expanded as needed to reflect
changing rules and regulations
15

16. 16
It Takes More than Content to Set
Up Selling Opportunities
• Content that sits idle is not helping your customers and not helping your
financial institution
• Its more than just passively offering financial literacy or general education
• Most people react to events as they occur
• They want just the answers they need at just the time they need them

17. Delivery Platform is Key
• Relevant content is great- but it’s level of effectiveness depends on
DELIVERY.
• Delivered around life events when people are looking for answers
and more likely to buy.
• Delivered in a way that engages people and allows them to uncover
hidden needs.
• Delivered in a way that connects them with the person who can help
with those needs.
17

18. Examples of Delivery Platform
18
Financial Answer Center
Business Answer Center

19. Boost Channel Performance
19
Leverage existing branch and online channels to build awareness promote
usage of a new value added service.
Compelling
Message
Delivered through
traditional and digital
channels
To initiate dialogues
with the person that
can help with

20. Engagement in the Branch
20
Frontline employees introduce the content as a value added service
and offer guides relevant to their life events as a part of their everyday
service-focused routine. The request for a guide is an automatic lead.
Onboarding
Account Servicing

21. 21
Selling Confidence

22. 22
Automated Fulfillment

23. 23
Engagement Through Website

24. Engagement Through Email
Feature your content in
emails to your members!
24

25. Engagement Through Social Media
Twitter Solution Facebook Solution
Edu Tweets Edu Posts
25
Promoted for relevance and value to get followers (eg. Tuesday’s Tips)

26. Engagement Through Mobile
26
EZ Viewer
All content and features of the
Financial Answer Center are formatted
for easy access through mobile devices

27. Worksite Engagement
27
Financial education is one of the most rapidly growing employee benefits.
Your business customers can provide it to their employees with a simple link.
Link to Financial
Answer Center as an
employee benefit
draws employees of
business customers to
you for financial
education and people
that can help

28. Bringing it all Together: Content
Calendar
28
• Three step plan for getting your content out
there:
• Message
• Timing
• Delivery channel

29. The Financial Focus
• If 1 in 3 appointments buy with an average net present
value per sale of $2000 (deposit, loan, mortgage,
investment, insurance, etc.) the value of 1 sales
appointment is $660
• If a single branch has 4 more sales appointments week,
that is $126,000 per branch per year
29
Make your own assumptions using a
Revenue Opportunity Calculator at
www.Truebridge.com

30. Build or Buy Considerations
• In order to build, you must:
• Create
• Maintain
• Host
30

31. Build or Buy Considerations:
• Affordable monthly subscription includes:
• Full turnkey Content Marketing System
• Customized to match your look and feel
• Integrated employee pictures and contact information
• Professionally maintained by a top national accounting
firm
• Individual customer service to ensure active usage and
shared “best practices”
• Hosted through top-ranked secure facility
31

32. In Closing…Boost Channel Performance
Beyond Transactions
• People are looking for help.
• They make decisions emotionally.
• Content, properly delivered, can establish
that emotional engagement.
• Putting you in place for the product solution
ahead of the competition.
32

33. So, What’s the Next Step?
• Schedule a 1 on 1 demo- learn more at
www.truebridge.com
33