Financial institution marketing refers to the various marketing policies of the financial

institutions. For the promotion of the various financial products and services offered by financial
institutions, it is necessary to lay out an efficient marketing plan.

Financial institutions focus on the practical implementation of marketing methods for selling
their financial products and services. In order to do that, it is essential that the financial institutions
utilize their marketing resources and functions in a proper way. For launching their products, the
financial institutions take into consideration a number of factors, which include the timing, degree,
and blend of customer demand.

Usually, the financial institution marketing services can be categorized into the following types:

 Marketing research and analysis

 Marketing strategy
 Implementation planning
 Process, project, and vendor management
 Leadership and organizational management
 Reporting
 Measurement
 Feedback and control systems

For the selling purpose of the financial products and services, financial institutions often take the
assistance of various advertising firms. They provide valuable marketing advices and techniques to
numerous banks, credit unions, and various other financial services providers.

Various techniques that are implemented for enhancing sales of financial products and services
include the following:
 Cross selling of equity and debt capital market products, such as stocks, bonds, and CDOs
(Collateralized Debt Obligations)
 Formulation of marketing plans and market research
 Assessment of client financing and other facilities and recommendation of suitable action
 Supervision of the functions of the relationship managers
 Keep informed and cover capital market activities and corporate finance
 Advising and training staff

For marketing the financial products and services, the various forms of advertisements that are
utilized include the following:
 Consumer media print advertisements
 Web banner advertisements
 Annual report
 Logo
 Informational brochures and displays
 Consumer radio advertisements
 Poster
 Newspaper advertisements

Usually, a common trend is seen in the marketing of financial products which is a product launched
by a company is immediately followed by another company. However, this is not beneficial all the
time.
Guide to Marketing Services for
Financial Institutions
Build a solid client base when you use a financial services marketing group

By Mary P. Kelley

Many financial companies have their own marketing organization to promote their
business. Frequently the financial institution's marketing departments don't have all the
expertise to justify the cost when there is still a need for outside resources. Financial
companies are outsourcing their marketing of financial services more these days for that
reason.

Smaller companies often don't have the money to have an in-house financial marketing
group and have to look elsewhere. Financial marketing requires expertise specific to the
business so they desperately hunt for more than a general public relations firm.

As you seek out marketing services for financial institutions:

1. Find marketing services for financial institutions that include all forms of media.
2. Locate specialists in marketing for financial institutions who have expertise
specific to your needs.
3. Work with a financial marketing group that offers comprehensive services.

Action Steps
The best contacts and resources to help you get it done

Work with financial institution online marketing

services to snatch the savvy client
In today's marketplace, combining all forms of marketing into a single strategy is the key
to success. Financial marketing organizations need to offer the traditional forms and also
use the technology made available with the popularity of online services

I recommend: Weber Marketing Group offers complete branding and financial

marketing support. Its approach includes all forms of media, especially online marketing.
First ROI provides financial institution online marketing services as part of their package.

Find companies that provide complete marketing for

financial institutions
Marketing of financial institutions requires more than just sending direct mail, offering
online site advice or promoting media ads. It is the entire world of advertising. Look for
financial marketing organizations that provide all forms of consultation.

I recommend: SWA Communications Limited offers services that span a both traditional
media and the new technological media. In addition, they offer services to communicate
with clients and shareholders alike. Suasion Resources Inc. provides services that start
with the development of a strategy and follows through with tracking to check
effectiveness.

Secure the services of financial marketing consultants

that specialize in your area
You can find a variety of financial products and marketing. Each form has a different
audience and requires a different style to get the best performance. Companies selling
financial services require different financial marketing consulting than what a fund
manager can provide. Find a service that fits your specific need.

I recommend: Arrow Partners markets to institutional investors that manage corporate

plans, foundations and endowments, financial consultants and their clients, and public
funds for investment managers that want to increase the assets they manage. Growth By
Design is owned by Texas, Florida and Georgia Credit Union Affiliates to help their
members attract the client base they desire.

Tips & Tactics

Helpful advice for making the most of this Guide

 • When you look for a financial institution marketing company, ask for a list of
their clients to see if their needs match your own.