Six years ago on a flight, I met the CMO of a bank who introduced me to a few influential people and told me what made her bank unique. The next week, I walked into that bank to open a new account.
The first bank representative I met asked me why I was opening the account. I told her that I travel a lot and wanted something to avail the new electronic banking services. She assisted me in opening my new account, yet at no stage did she ever ask me for my email ID. This was the first time they lost an opportunity to connect digitally. However, after I became a customer, I received multiple solicitations via direct mail inquiring about my email ID.
My new bank also had billboards on the interstate that said, "www.xxxxxbank.com." When I spoke to their CEO, she explained that those roads were busy and thus the perfect way to stay in front of customers. Imagine zooming down the highway and seeing a billboard that only had a website address. They had to pull this advertising down in three months.
The CMO had a different story. She was all about consumer engagement and wanted to capture as many email IDs as possible. She spent time berating her employees about capturing email IDs, would be upset with those who collected email IDs without selling the benefit of the program, and would seriously reprimand those who collected email IDs that would bounce. She did offer an incentive for collection - a whopping 25 cents per collected email ID! Why did she think this would work? Postage stamps cost 46 cents and you pay your employees a quarter!?
Meanwhile, this bank continues to "excel" in marketing.
The bank was inspired by a retailer who gave away money to get a "like." This program was launched, they got a few "likes," and now they have a page full of "likes" with no interaction.
After this failed marketing attempt, the bank hired a couple of comedians to spruce up their efforts. They enacted skits that were very popular and included the comedians on billboards, radio, and television ads. Unfortunately, the bank did not list their website URL with these new marketing efforts! Again, this was a lost opportunity to connect with consumers.
Think about doing these five things to make your connections meaningful:
Connections image on home page via Shutterstock.
Meet Your Favorite ClickZ Contributors
Many of ClickZ's leading expert contributors will be at ClickZ Live, the new online and digital marketing event kicking off in New York (March 31-April 3). Hear from the likes of: Jeremy Hull, Lisa Raehsler, Andrew Goodman, Bryan Eisenberg, Mathew Sweezey, Aaron Kahlow, Stephanie Miller, Simms Jenkins, Jeanne S. Jennings, Dave Hendricks and more!
Sundeep Kapur has been assisting organizations with their converged channel marketing strategies since 1990. From direct marketing to digital to converged, he is a passionate teacher who works with businesses across multiple industries, helping them to enable technology and services to brand, and personalize and speak to consumers more effectively.
He is an industry-recognized expert who has delivered keynotes, run panels, and delivered "relevant, inspirational, and outstanding" education for organizations around the world.
Sundeep is also an avid user of social media, having leveraged words, pictures, and video into a conversational digital book. His daily dose of best practices can be found at www.EmailYogi.com, where he has more than 1,200 articles on best practices.
March 19, 2014