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Session
Information
Wednesday,
October 11
1:00-5:00
pm - Pre-Conference Workshop
Bottom-Line
Marketing: How to Quantifiably
Measure the Return on Your Marketing
Lance E.
Kessler, Lance Kessler & Associates
Presentation
Want
to know the best way to quantify the return on your marketing? Come
learn how to quantifiably measure the impact of the bank’s marketing
initiatives. This workshop defines the role of marketing taking you
through the process of pre- and post-campaign analysis using key input
information from finance and marketing. You’ll learn how to make the
appropriate adjustments to your marketing initiatives based on
information gained in order to generate greater results in future
initiatives.
Thursday,
October 12
8:00-10:00
am - General Session
Using
Market Segmentation for Retention, Penetration, & Acquisition of High
Priority Customers
Lance E. Kessler, Lance Kessler & Associates
Presentation
Using
a three-part market segmentation framework, we will show you how to
identify existing and prospective high priority customer segments in
your marketplace. This approach helps you to better understand your
existing high priority customers at an organization-wide and
local-market level. We’ll also address how to use market segmentation
as a foundation for acquiring new high priority customers and for
retaining and generating new business from existing high priority
customers.
Marketing
Excellence
Jim Mathis, Mathis Consulting
Handout
| Presentation
Why
is success the wrong thing to strive for? What roles do the right
people, the right attitude and overcoming a “culture-of-lack” play
in moving average people to excellence in sales and marketing? How
are we conditioned by movies and classic TV shows to think less of
ourselves and what can we do to combat this in our marketing efforts?
How do you “throw your rabbit” to achieve marketing
success? We’ll find these answers and more in a session that will lead
you through steps that help you reach beyond excellence, think outside
the box, and realize your new potential so you too can be
“re-‘mark’-able.”
10:30-11:45
am - Concurrent Sessions
Increase
Sales Performance and Profitability
Jim Mathis, Mathis Consulting
Presentation
Take
some time out to learn how to best increase your sales performance and
profitability. Increase your selling capabilities through adaptability,
gain the competitive advantage and improve the effectiveness of your
sales calls. By learning effective skills, you can become a better
presenter-seller and enhance sales through improved personalized
techniques and strategies. This session will show you how to create
successful sales strategies, increase client receptivity, tailor sales
presentations, negotiate effectively and close the sale.
Got
MarCom?
Alan Segal, The Offswitch
Presentation
What
works, what doesn’t and most importantly - why? Why do some ads, web
sites and direct mail create a buzz and generate sales while others fall
flat? We’ll analyze a variety of financial and non-financial marketing
communications, evaluate how successfully they communicate their message
to their target audience, discuss why they did or didn’t meet their
marketing objectives and show you how to apply what you learn in
developing your own communications.
1:30-2:30 pm - General
Session
Understanding
Why, When and How to Measure ROI for Bank Brand, Marketing and
Customer Initiatives
Michael Hinshaw, Managing Partner, MCorp.
Presentation
The
importance of understanding ROI for bank marketing
professionals is increasing daily. The disconnect between the
perceived importance of ROI analysis, and the limited use of it in our
day-to-day tasks has a significant impact on key brand, marketing and
customer initiatives. If you’re challenged with how to implement
effective programs in an environment of limited resources and knowledge,
you need to know what ROI can do for you. Come learn how to best use ROI
for purposes of increasing the effectiveness of your bank’s brand,
marketing and customer initiatives.
2:30-3:30
pm - Concurrent Sessions
Why
Customer Satisfaction Simply Isn’t Enough
Michael Hinshaw, Managing Partner, MCorp.
Presentation
Many
customer-focused bankers conduct satisfaction surveys to better
understand their relationships, where most find that there is a
comfortably high percentage of satisfied customers. If having
“satisfied” customers were all it took to grow, most all of us in
banking would be sitting pretty. Come learn why it’s not enough to
have a comfortable percentage of your customers satisfied. Learn why
your most satisfied customers are not your most loyal ones.
Developing
& Marketing to Emerging Markets: A Focus on the Latino Market
Pamina
Elgueta, Senior Account Executive, Latino Centric Marketing, a division of
L&A Marketing
Presentation
Latinos
are the fastest growing group of consumers in the United States. Making
up 13% of the nation’s total population, their purchasing power has
increased 118% in the last 10 years - and it’s only growing. This
session examines what sets the Latino consumer apart, why reaching out
to them is more vital than ever in the business and advertising world
and how to go about designing and implementing a successful marketing
plan.
Friday,
October 13
8:15-9:15
am - Concurrent Sessions
Beating
the Over-Branching Blues: Growth Strategies for Highly-Competitive Markets
Joe Sullivan, President, Market Insights
Presentation
Aggressive
branching by mega-sized financial institutions has created the
perception that growth is a simple matter of adding more branches. According
to an annual survey of independent
bankers by the American Bankers Association, 6 out of 10 independent
bankers think their markets are over-branched, yet 76 percent say they
continue to see branch expansion as their main avenue of growth.
Independent bankers that hope to remain competitive and survive in
today’s market need to know that growth strategies must do more than
create the perception of growth, they must also increase profitability. We’ll
challenge misconceptions about growth; explore key aspects of organic
and expansionary growth strategies and address the strategic growth
issues facing banks in your region.
Health
Savings Accounts
A New Cash Cow for Bank Deposits?
Cora M. Tellez, President, CEO & Chairman,
Sterling
HSA
Presentation
In
a few years, health savings accounts (HSAs) will be a fundamental
banking product according to industry watchers. Many banks are starting
to awaken to the potential of these accounts in which to build
significant deposit bases and be a powerful relationship builder with
both corporate and retail customers. With a market predicted to surpass
that of the 401(k), learn why and how some independent banks are joining
in on this new product.
10:45 am-Noon - Closing General Session
Guerilla
Marketing Tactics for Independent Banks
Dr. Tom Parliment, Parliment Consulting Services
Learn why
the allegiance between marketing and the CFO is the most critical
alliance in today’s independent bank environment as Dr. Tom focuses on
why branding through product differentiation and market segmentation is
critical. Leave this session with new thoughts on paying employee
bonuses for core deposits and contemplating how to introduce guaranteed
checking as an alternative to free checking. These are outside-the-box
marketing techniques at their best.
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presentations (where available).