Be careful not to banks bearing gifts | Traffic btw
History of the Bank's marketing programs reflects all the stages of development of the banking system. According to marketing activities of credit institutions better than anything else, it is possible to judge the banks of management's strategic decisions about where it goes in the banking sector, "the direction of the main attack." As is well known, it is impossible to advance at the same time all bank products - and thus, advertising and marketing events signal the development of those vectors that are now recognized as the most important.
Currently, the most actively promoted the service are bank deposits. "Clearly, the leader among all the products that are being advertised by banks take deposits - sure Olga Romashkina, Acting Director of Marketing KMB-Bank. btw - Advertising of this product category in the spring of 2009, began to put even the most well-known players of the banking market, the share of direct marketing in which marketing budgets in the past few years has been quite low. Deposits are actively promoted by Russian banks and the "daughters" of foreign credit institutions. " "The vast majority btw of marketing programs aimed at the promotion of retail products is to raise funds" - agrees btw deputy head of strategic marketing of the Moscow Bank for Reconstruction and Development (IBRD) Basil Kutyin. Thus, according to the expert, the most common type of promotion btw programs deposits is giving gifts to clients. Sometimes these actions are "binding" a present to a certain amount of the deposit - the more money the more precious gift can get an investor. In second place among the types of marketing campaigns, according to Basil Kutyin, offer additional services for free or at a discount. For example, btw make a deposit in the Bank, "World Bank" (JSC), the client can get a credit card VISA Classic / MC Maestro on favorable terms. And in third place prizes are a variety of promotions, sweepstakes. The drawing of valuable prizes (travel vouchers, car, etc.) may be accompanied by the distribution of small gifts. "It should be noted that in recent years banks have increasingly practiced by awarding cash prizes," - emphasizes Basil Kutyin.
As for the content of the "messages" that banks are trying to encode in their advertising, then as the director of information policy at Alfa Bank Leonid Ignat, we can note a promotional campaign varying degrees of aggressiveness. Large private and public banks primarily declare reliability. Medium and small players promised high interest rates, accompanying the distribution of a variety of advertising gifts. btw "Reliability, they usually do not declare" - says Leonid Ignat. Recently, a lot of outdoor advertising, where considerable space allotted to the information that depositors' funds are protected by the Deposit Insurance Agency (DIA). btw "And this, - the expert - in my view, suggests that these banks are counting on the DIA and not sure of their own abilities."
Among the main elements of a typical bank implemented a marketing program called external experts and television ads supporting device in the form of special events PR and advertising departments, working with the staff. Particular attention is always paid to the call-center employees who are constantly briefed on new products. An indispensable part of the marketing program - a monitoring mechanism to track the progress of the program and, if necessary, carry out fine-tuning of promotion. The control mechanism consists in fixing the client calls to the bank in the course of the program, as well as in the analysis of the number and volume of sold banking products and services. Many elements, but, as noted by Olga Romashkina of KMB Bank, most expenditure item marketing program is usually direct advertising. "Even with the current observed decrease in the value of certain media costs are an essential part of marketing budgets," - said the expert. In general, estimates of the marketing promotion btw program traditionally consists of two parts - ATL, or traditional advertising (cost of TV, radio, outdoor advertising, the Internet, print media, etc.), btw and BTL - promoprodvizheniya. BTL (from the English. Below the line) combines promotions, direct mail, exhibitions, POS (point of sale design). btw We should also consider the budget of the PR-promotion. According to Basil Kutyin of IBRD, the share of spending on advertising is about 80 - 90% of the total marketing budget. In addition, as noted by Leonid Ignat from Alfa Bank, a significant btw part of the cost - market research. "I believe that they can not save. This study mood buyer, and testing of new products in the focus groups and asking the prospects of a particular product,
History of the Bank's marketing programs reflects all the stages of development of the banking system. According to marketing activities of credit institutions better than anything else, it is possible to judge the banks of management's strategic decisions about where it goes in the banking sector, "the direction of the main attack." As is well known, it is impossible to advance at the same time all bank products - and thus, advertising and marketing events signal the development of those vectors that are now recognized as the most important.
Currently, the most actively promoted the service are bank deposits. "Clearly, the leader among all the products that are being advertised by banks take deposits - sure Olga Romashkina, Acting Director of Marketing KMB-Bank. btw - Advertising of this product category in the spring of 2009, began to put even the most well-known players of the banking market, the share of direct marketing in which marketing budgets in the past few years has been quite low. Deposits are actively promoted by Russian banks and the "daughters" of foreign credit institutions. " "The vast majority btw of marketing programs aimed at the promotion of retail products is to raise funds" - agrees btw deputy head of strategic marketing of the Moscow Bank for Reconstruction and Development (IBRD) Basil Kutyin. Thus, according to the expert, the most common type of promotion btw programs deposits is giving gifts to clients. Sometimes these actions are "binding" a present to a certain amount of the deposit - the more money the more precious gift can get an investor. In second place among the types of marketing campaigns, according to Basil Kutyin, offer additional services for free or at a discount. For example, btw make a deposit in the Bank, "World Bank" (JSC), the client can get a credit card VISA Classic / MC Maestro on favorable terms. And in third place prizes are a variety of promotions, sweepstakes. The drawing of valuable prizes (travel vouchers, car, etc.) may be accompanied by the distribution of small gifts. "It should be noted that in recent years banks have increasingly practiced by awarding cash prizes," - emphasizes Basil Kutyin.
As for the content of the "messages" that banks are trying to encode in their advertising, then as the director of information policy at Alfa Bank Leonid Ignat, we can note a promotional campaign varying degrees of aggressiveness. Large private and public banks primarily declare reliability. Medium and small players promised high interest rates, accompanying the distribution of a variety of advertising gifts. btw "Reliability, they usually do not declare" - says Leonid Ignat. Recently, a lot of outdoor advertising, where considerable space allotted to the information that depositors' funds are protected by the Deposit Insurance Agency (DIA). btw "And this, - the expert - in my view, suggests that these banks are counting on the DIA and not sure of their own abilities."
Among the main elements of a typical bank implemented a marketing program called external experts and television ads supporting device in the form of special events PR and advertising departments, working with the staff. Particular attention is always paid to the call-center employees who are constantly briefed on new products. An indispensable part of the marketing program - a monitoring mechanism to track the progress of the program and, if necessary, carry out fine-tuning of promotion. The control mechanism consists in fixing the client calls to the bank in the course of the program, as well as in the analysis of the number and volume of sold banking products and services. Many elements, but, as noted by Olga Romashkina of KMB Bank, most expenditure item marketing program is usually direct advertising. "Even with the current observed decrease in the value of certain media costs are an essential part of marketing budgets," - said the expert. In general, estimates of the marketing promotion btw program traditionally consists of two parts - ATL, or traditional advertising (cost of TV, radio, outdoor advertising, the Internet, print media, etc.), btw and BTL - promoprodvizheniya. BTL (from the English. Below the line) combines promotions, direct mail, exhibitions, POS (point of sale design). btw We should also consider the budget of the PR-promotion. According to Basil Kutyin of IBRD, the share of spending on advertising is about 80 - 90% of the total marketing budget. In addition, as noted by Leonid Ignat from Alfa Bank, a significant btw part of the cost - market research. "I believe that they can not save. This study mood buyer, and testing of new products in the focus groups and asking the prospects of a particular product,
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