Tuesday, March 30, 2021 – In the recent American Banker article Changing Channels: How The Pandemic Shaped Bank Marketing Adrenaline’s Head of Strategy and Believe in Banking’s Brand Director Juliet D’Ambrosio describes marketing during COVID. In the article, she describes clients modifying their strategies to incorporate new digital approaches to reach “customers who were suddenly spending the bulk of their time in front of screens,” as American Banker characterizes it.
In a distinctive digital-first play, Juliet details how Town & Country Federal Credit Union in Maine identified aspirational lifestyle characteristics that tap into people’s passion and make new connections with new customers. As outlined in the publication, the CU targeted Foodies and Pet Lovers “as two of its most likely audiences for a new personal loan offering.” With these digital and programmatic ads, the “$469 million-asset credit union bought banner ads on sites those audiences were likely to frequent, like culinary websites or the pet supplies site Chewy.com.”
In the article, American Banker also shines a spotlight on a survey that finds FIs not tightening their “marketing budgets in 2020 so much as shift dollars around,” and Town & Country’s type of digital-first play demonstrates the ability to pivot resources while creating a new platform for relationship building, creating new opportunities for the CU. Throughout the article, marketing executives described the critical pivot their organizations made and the efforts to hit the right tone in their marketing messages.
For more best practices in bank marketing, see the full article in the American Banker online publication. A leading provider of financial services information, American Banker engages decision-makers in banking with the latest news and industry insights from an authoritative community of analysts, practitioners and innovators.
Also, be sure to stay tuned to Believe in Banking for more information on the latest topics in financial services, like smart marketing in the wake of COVID, and to Adrenaline’s Perspective for powerful brand to branch solutions for credit unions and banks. To speak with one of Believe in Banking’s thought leaders or Adrenaline’s industry experts, contact us at firstname.lastname@example.org.
Adrenaline is an experience design agency that creates and implements end-to-end branded experiences through creative and environmental design. We enhance our clients’ customer experiences across digital and physical channels, from their branding and advertising to design and technology in their spaces. After transforming an organization’s brand, Adrenaline extends it across all touchpoints — from employees to the market to in-store environments. And, we focus on serving industries that sell human experiences including financial, healthcare, sports and entertainment.