When it comes to community bank marketing, it’s about the person, not the product. As relationship bankers, the client connection drives community bank decisioning around solutions, promotions and outreach. Through every communication, community banks seek to deepen their customer ties, not merely sell them on the next big thing. With that, we again see how community banks truly differ from their megabank and nonbank counterparts. When I think about how others approach marketing, it’s more about pushing the technology they provide or the products they offer. Others in financial services aren’t stopping to realize individual stories; rather, they are simply in the act of the sell. Community banks embody the polar opposite of that transactional approach and are focused on building connections. While you offer advanced technology and state-of-the-art solutions, you do so in a way that supports what your communities need. You are in the relationship for the long term. For example, today, your customer may need a savings account or a home loan, but you will be there to support their future life goals and evolving needs over time rather than providing a singular product. In short, community banks strive to ensure the people, families, small businesses and communities they serve stand to prosper over time. We want to take what you do, highlight your authentic approach to relationships and demonstrate the community bank difference, so you can leverage the momentum in your communities. BY REBECA ROMERO RAINEY, PRESIDENT AND CEO, ICBA Putting the Person in Personalized Marketing FLOURISH 4 In Touch
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