Own the Circle

There are many things we want to own in life: a car, a home, a pet. As a bank or credit union there are also things we want to own: success, profitability, and our customers’ or members’ business. For financial institutions, there is something else we should strive to...

Reaching Consumers Through Psychographics

Age. Income. Generation. Gender. Geographic location. You name it and marketers can segment it with many demographic tools. The reality is that all demographic and research tools are not created equally. While the examples listed above provide valuable insights, there...

Emerging Niche Markets

Niches, niches, niches. Effective marketing and branding means you will have specific groups (or niches) you target. Your can target females; you target males. You can target Hispanics; you can target Asian Americans. You can target high wealth; you can target low...

Targets Drive Strategy

“The way you break through to the mainstream is to target a niche instead of a large market.” Sharp financial executives ask a lot of questions. “What is our vision?” “What makes us different?” “Should we offer this particular product?” “Should we open a branch in a...

Your Real Competition

Every bank or credit union thinks they know their competition: other financial institutions. When making a list of competitors, the usual suspects arise, such as large national banks, other local banks/credit unions and maybe a few Internet or non-traditional sources...