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General
Sessions
Your
Organization’s Destiny is in the Hands of the Front Line!
Lance Kessler, President, Lance Kessler & Associates
Presentation
For an organization to
achieve and sustain high-level performance, strategy must translate into
execution and execution must translate into revenue generation. Having a good strategy combined with excellent marketing will
accomplish very little without strong front line execution. Your marketing is increasingly dependent on the front line. The front line’s success is dependent on being given the
resources, tools, and support necessary to be effective. This session, not only identifies front line execution issues
facing banks today, but also identifies specific ways to address them. By the end of the presentation, you will learn about common
barriers to front line execution; the essential elements of successful
front line execution; how to create a relationship, sales and service
culture that nurtures success and is ultimately more performance driven.
The
Umpqua Bank Story
Lani Hayward, SVP & Director of Marketing, Umpqua Bank
Presentation
How
do you shake up an industry, reach new customers and increase your
bottom line? Learn how to explore
unconventional marketing strategies, extend your culture beyond its
store walls and challenge the notions of what a community bank can be.
This session will stimulate new ideas on how to market your brand and
turn banking on its head.
Strategies
and Tactics to Improve Deposit Growth
Margaret Kane, President & CEO, Kane Bank Services
Presentation
Deposit generation
remains a key driver of overall banking profitability, but many
community banks fail to deploy tactics specifically geared to growing
deposit market share. Gone are
the days when customers flocked to community banks only on the basis of
their stellar service and local reputation. These days, community bankers need to have proactive tactics to
increase their deposits. This
session will focus on numerous ways that banks can bring deposits into
their institution, including: new
performance metrics, front line compensation plans, outside business
calling efforts, product packaging and innovative product solutions.
Marketing: An Investment…Not a Cost
Judy Schultz, VP, Consulting, Marquis Software Solutions, Inc.
Presentation
The financial industry
has been deregulated for more than twenty years, but still operates more
like it did before deregulation: it
is definitely not marketing-driven. Many
community banks are struggling to maintain profitability. As a result, they resort to the typical solution: cutting expenses. And
marketing budgets are usually among the first because they are not
viewed in terms of return on investment (ROI). This session will stress marketing’s role in implementing
competitive, profitable strategies that increase shareholder value. Session highlights include: positioning marketing as a profit
generator, common challenges, today’s profit reality, reversing the
focus: retention versus
acquisition, the marketing plan, measuring marketing ROI.
Cultural
Capital - The New Frontier of Competitive Advantage
Ray Adler, President & CEO, Bank Training International, Inc.
Presentation
Can the way your bank
manages employees significantly affect its financial performance? The answer is yes! The
link between employee productivity, bank performance and increased
shareholder value is indisputable! The
state of the economy is largely uncertain, and many of the factors that
influence bank performance are beyond the control of management. One factor that is within management’s control and that has
significant influence on profits and shareholder value is your bank’s
human capital - your employees. This
research-based presentation presents case studies and solid
recommendations on management practices shown to improve bank
performance.
Concurrent
Sessions & Workshop
Brand
Equity…Build Your Brand From the Inside Out!
Lynn Giuliani, President, Progressions, Inc.
Presentation
This session
demonstrates how to successfully transform your bank through brand
equity. Is your brand
accepted, understood and fully utilized? Do employees embrace the service standards and community position
your bank represents? Learn the
fundamentals of “Brand Commandments” and how to incorporate them in
to everyday language in and outside your bank. Establish a “Brand Camp” for all new employees and blend new
spirit with the guiding principles and history your bank stand for. Maximize your brand’s image through simple actions and
communication. Build your brand
from inside your organization and grow your bank.
Good
Cross Sales vs. Bad Cross Sales
Rich Weissman, President & CEO, Database Marketing Agency
Presentation
Contrary to popular
belief, not all cross selling is necessarily good. This session demonstrate how financial institutions typically
experience the highest cross sales among only the very top and very
bottom customer profit segments. And
he will show you how to avoid the pitfalls of “volume-driven” cross
sales along with innovative methods to establish the “good” kind of
cross-sales and tactics for driving cross sales to meet financial goals.
Selling
Commercial Banking Services in the 21st Century - The Rules
Have Changed
Jim Dunn, President, Whetstone Group
Presentation
The majority of selling
systems are rooted in old economic conditions. Most relationship managers have been taught “feature and
benefit” selling. Today, companies want solution providers, not product pushers. This session will discuss the buyer’s system in detail, explore
the traditional feature and benefit selling approach and discover why it
is no longer effective.
Catch
the Wave of Difference through Effective Product Management
Hope Attenhofer, VP & Director of Marketing, Bank of the Sierra
Presentation
| Handouts: 1 2 3
Today’s bank
marketers need more than creative talents to design effective promotions
and image campaigns - today they need to leverage analytical and
project management skills with bottom-line analysis to drive new product
designs and life-cycle management in order to deliver competitive
advantage. Successful products come from customer and market
requirements and are executed within a cross-functional framework that
gets buy-in and is commensurate to the organization’s needs and
identity.
Developing
a Marketing Plan - Workshop
Eric Lucero, VP & Marketing Manager, Umpqua Bank
Presentation
Developing a successful
marketing plan requires bringing together a variety of topics: brand
identity and awareness, business development, product and pricing
issues, advertising, public relations, and community involvement. Fitting all of these components into one plan can be
overwhelming! Learn how to successfully develop a strategic plan to meet
all of your bank's marketing needs and objectives. This workshop
provides participants a "hands on" approach to developing the
skills required in designing and implementing their own marketing plan.
Peer Group Discussions
Learn From Your Own
Peers
At our Roundtable Peer
Group Discussions you will be able to share ideas with non-competitor
banks about how you’re doing business. Our committee members act as
facilitators providing you with lively discussion on Conference topics
of interest. Why reinvent the wheel? Learn from others who already put
best practices into place!
Other
Information
Informal
Welcome Gathering
(optional, no-host)
Wednesday, October 12, 7:00-9:00 pm
WIB welcomes you to the
Conference and invites you to participate in an Informal Welcome
Reception for all conference attendees. Meet
your peers in the relaxed environment of the Barefoot
Bar & Grill, known throughout San Diego for its live music and
dancing on a patio overlooking Mission Bay.
Dinner
on Property
(optional, additional fee applies)
Thursday, October 13, 7:00-9:00 pm
San Diego is known for
its warm climates, inviting evenings, and miles of beaches. Mingle with your peers and dream of “catching a wave”, all
while taking in the breathtaking view of Mission Bay.
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