I need some help brainstorming for a client a new and creative way to do marketing and advertising with them.
My client, Investors Community Bank was Founded in 1997, Investors Community Bank has become one of the most successful bank startups in Wisconsin's history. Committed to offering customized financial solutions to Wisconsin's closely held businesses and agri-business, ICB meets the needs of Wisconsin's entrepreneurs throughout the state.
Their mission is: Creating financial solutions for Ag and Business Banking customers where people and relationships make the difference.
Their primary focus is on Ag Banking, Business Banking and then lastly is Personal Banking.
They aren't truly interested in doing standard radio advertisement so the more creative the better.
What has someone done in the past? Does anyone have a client like this?
Thank you.
Melissa
Seehafer Broadcasting
This is not terribly creative per se, but I am a big believer in clients recording their own ads, especially in the banking industry. We had a local credit union that had everyone on the air from their customer service reps to their ag loan officers, commercial loan officers and everyone in between. After a few years, a focus group mentioned that they particularly liked hearing "their" loan officer on the air.
I think you need more information.
Specifically, what is it that they do differently and better than their competitor?
What competitive claims can they make that nobody else can?
If they are the solution, what is the problem that needs solving?
Why do their customers choose them?
What can IBC do that other banks cannot?
When you say they cater to Ag business, what does that actually look like? What is unique about the Ag business that requires ICB?
What does a customized financial solution for an Ag client actually look like?
Why was ICB created in the first place.
What are the stories that their satisfied customers can tell?
I had an insurance broker who focused on Agri business and I found out the specific problems and concerns that farmers had and the creative ways my client solved those issues. For instance, I found out that farmers had heavy machinery that sat idle for 9 months out of the year, but regular insurance companies required them to keep those assets fully insured year-round. This client is able to write policies that saved the business money by suspending certain coverages for those nine months and automatically re-instating them when the farm needed them.
We went to air with very specific examples of how the Insurance company helped their customers. We didn't worry about auto, home, health and life (which they also offered, but was secondary)...we kept our eye on the Problem/Solution model and spoke directly to their customers.
Do some more digging with the client - get specifics (don't settle for generalities!) and see if they'll let you talk to their actual customers to get their stories...recorded if at all possible, either by phone or in person.
Good luck!
