On a Mission
A day with Mike Harris
Stand for Something
Building trusted brands
The Upside of the Downturn
Ten Management Strategies
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We Live in Financial TimesMonday 31st March 2008 The Financial Times is extending its 'We Live in Financial Times' brand campaign, unveiling an advertising campaign at selected airports across Europe. Aimed at targeting an international business audience, the six month campaign will run at Charles de Gaulle and Orly airports in France, Schiphol airport in the Netherlands, Frankfurt airport in Germany and London City airport in the UK. The campaign leverages the central role that global business plays in the world's everyday lives and features three iconic images that encapsulate the key business themes of globalisation, mergers and acquisitions and entrepreneurship. Research conducted by Aviator for the Financial Times in 2007 revealed that airports provide the most effective media choice to target the international business community. The long term poster sites have been included at strategically selected locations within the airports, specifically targeting the business passenger. The sites are located near and around business lounges, fast-track security and in terminals accommodating a high proportion of business passengers. Frances Brindle, Global Marketing Director for the Financial Times, said, "We are pleased to extend our brand campaign into Europe. Airports are the premium environment for targeting a senior business audience a perfect fit for the Financial Times." The research findings and advertising strategy of the FT, certainly back up our own experience in running international campaigns. The high impact poster we created for Landsbanki at the arrivals hall, "Welcome to Englandsbanki", has created quite a stir. FinancialMarketing.comTuesday 11th March 2008 B2B Marketing magazine has this month announced that the directors of Strand Financial are launching an exciting new resource for financial marketers which will give them the tools to succeed in a challenging era where marketing professionalism and technical expertise is to be championed.
The article highlights that 'FinancialMarketing.com' will be an online portal "designed to bring together the financial community so that they can share and hone their skills". We look forward to bringing you the latest announcements from Financial Marketing TV and FinancialMarketing.com later this month.
Supportive MessagesMonday 10th March 2008 No banks can afford to rest on their laurels right now and we could certainly never accuse Lloyds TSB of that in innovation or marketing terms. Lloyds TSB Corporate is now looking to promote itself as being there 'for the journey' for its customers, a message that is all the more crucial given the current economic climate.
"Customers think that when times are good, banks want to help them and when times are bad they won't," comments Jeremy Hayward, marketing director at Lloyds Corporate Banking. "We're concentrating on the message that we are long term in our approach and we're here to support our customers. The word 'relationship' is often used in this industry, but many organisations continue to think purely transactionally," he says. This supportive approach, delivered with genuine transparency, is exactly what the sector needs to boost confidence and trust in challenging credit crunch times.
Would You Like a Latte with that Loan?Monday 03rd March 2008 Joseph Pine and James Gilmore wrote about a growing trend towards a consciously developed Experience Economy in their book of the same name. Disney and Starbucks were early to catch the wave. So how has the financial sector responded? Banks are starting to hit the second wave - or at least starting to paddle forwards with real results - engaging with customers. A recent Wall Street Journal article outlines the phenomenally successful branch strategy of a number of banks nationwide with the headline "Would you like a latte with that loan?" One example of how banks are takling the initiative is Bank of Smithtown, Hauppauge, NY. The bank installed coffee bars, stools and plasma-screen TVs in nearly half its 13 branches. When it opened three new branches in the Experience-Economy style, they accounted for about a third of the bank's $183 million in deposit growth. Washington Mutual credits its new branch design with helping to add 900,000 net new accounts in one year. Wachovia, PNC Bank and Bank of America have sought to adopt latte lending. Which banks near you will be offering credit cappucinos in the near future!
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