No, I’m not referring to the bananas you’ll find in the grocery store, but the kind you’ll see on a baseball diamond! Have you tried to catch a Savannah BananasTM ballgame recently? I have, and that experience is what prompted me — in part, anyway — to write about them. Let’s face it, Jesse Cole, owner of the Savannah Bananas, hasn’t just built a baseball team. He has created a cultural phenomenon. From what I’ve seen and read, his approach in doing so was driven by a singular thought that reimagined everything about the traditional baseball experience. After all, when we think of baseball and baseball teams, we rarely think of masterful marketing or any kind of breakthrough experience. But Cole’s Savannah Bananas have flipped that script using bold and creative, totally non-risk-averse thinking; a fan-first philosophy; and a community focus that any business can learn from, including community banks. “Imagine what the best possible fan experience is and do that. Don’t settle for the way things have been done before.”1 — Jesse Cole, Owner, Savannah Bananas 1. PUT CUSTOMERS (AND EMPLOYEES) FIRST The Bananas’ winning formula starts with prioritizing people. They tossed out ticket fees, bundled food and drink into one flat ticket price, and rejected sponsorships to keep the experience pure and affordable. Cole asked himself: “What’s wrong with this thing? How can it be improved?” His answer? “We are not trying to sell anything … Our goal is to entertain and create attention. We believe attention beats marketing 1,000% of the time.”1 Bank Takeaway: Community banks can take a page from this playbook by simplifying service and fees, and focusing on creating enjoyable, memorable interactions. Whether it’s offering bundled checking services or simpler, transparent, less costly fee structures, reducing friction wins trust and loyalty. 2. BUILD A CULTURE OF ENGAGEMENT AND EMOTION From choreographed dances and “Banana Nanas” on-field entertainment to personalized thank-you videos when customers buy tickets, the Bananas create emotional connections at every fan touchpoint. Bank Takeaway: Community banks can and should — if not already — cultivate genuine engagement by delighting customers in unexpected ways. After all, a customer is a kind of “fan.” Once again, taking a page from Cole’s playbook, this could take the form of a personalized video when someone opens a new account or hosts financial education events that feature local experts and snacks. Doing so goes a long way in building brand loyalty. 8 Reasons Why Banks Should Go Bananas BY NEAL REYNOLDS, President, BankMarketingCenter.com 3. SHARE STORIES AND PEOPLE BEHIND THE BRAND The Bananas introduced viewers to their staff through their popular, 30-episode podcast series “Bananas Unpeeled,” making every team member part of the brand story, and covering topics such as “Every team needs characters” and “What’s wrong with baseball?” Suddenly, fans didn’t just come for baseball; they knew the backstory, got to know the players and came to cheer for personalities they knew and loved. Bank Takeaway: Community banks can further personalize services by showcasing the real people that customers encounter when they visit a branch. Whether through staff spotlights or employee profiles on social media, bringing humanity to their products and services builds genuine connections and trust. 4. EXPERIMENT BOLDLY AND LEARN FAST The Bananas refuse to stick with “what’s always worked.” They try something new every game, such as new skits, promotions and fan interactions; anything to stay fresh and fun. And, as their success has proven, the experimentation has been well worth the risk. Bank Takeaway: Banks can borrow this mindset by piloting small-scale initiatives — like fintech partnership kiosks, financial podcasts or under-the-radar community events — and scale what works. An iterative approach encourages innovation, enhances customer experience and allows flexibility. Utah Banker 14
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