3 successful bank marketing cases

Because bank marketing itself is highly practical, operable and applicable, the research on bank marketing has received great attention from the financial community. The following are successful bank marketing cases that I have compiled for you. For your reference, welcome to read!

Successful Bank Marketing Cases 1:

The impact of the Internet on traditional finance has become increasingly obvious, and it has silently changed our daily lives. Life.

The impact of the Internet on traditional finance has become increasingly obvious, and it has silently changed our daily lives. The biggest difference between banking services and WeChat marketing is that services are one-to-one and point-to-point information transmission, while marketing is often one-to-many information push.

The launch of China Merchants Bank’s WeChat public platform is to take advantage of low-cost promotion, low operating costs, cross-platform development and other advantages while migrating functions that customers often need to WeChat to make financial services more convenient. For convenience and speed. Not only that, under big data, mining based on massive user information and interactive behaviors will actually derive more new "profit" businesses and opportunities.

In order to promote the WeChat public account, China Merchants Bank Credit Card placed WeChat advertisements on its official website, and also promoted its account in cardholders’ bill emails, consumption emails, etc., to attract users’ attention and expand China Merchants Bank’s influence.

The biggest feature of China Merchants Bank’s WeChat official account is that it is one-to-one binding with each cardholder’s information of China Merchants Bank’s credit card. There are several columns of custom menus below the WeChat official account. Users can After clicking, you can view your bills, points, limits, set repayments, etc. In addition, CMB’s WeChat official account has also begun to replace the SMS reminder function. Users will receive a WeChat push reminder every time they swipe their card, while text messages will only send reminders for transactions of more than 100 yuan per card swipe. Compared with text messages, the information pushed by WeChat is richer in content, with pictures and texts, and there is no limit on the number of words. CMB’s WeChat account has almost replaced 90% of CMB’s regular customer service functions, greatly easing customer service pressure and improving CMB’s work efficiency.

The emergence of the WeChat public platform is a revolutionary change for the entire financial industry. China Merchants Bank’s innovation and attempts on WeChat have a significant impact on leading the entire financial industry from labor-intensive to knowledge-intensive. significance. By cooperating with emerging Internet technologies such as WeChat, banks themselves can further improve service quality in the process.

Successful Marketing Cases of Banks Part 2:

Case History:

On the afternoon of June 6, the customer Mr. Kuang handled the transfer business at the branch. During the process, teller Song Wenbin found that the customer had reached the gold card level but had not applied for a card, and was very interested in our bank's current deposit policy and gifts, so he flexibly used relevant words to introduce our bank's postal savings policy. The customer was very interested and revealed that there was a time deposit of 300,000 yuan at the Agricultural Bank of China opposite the bank that was about to expire. After learning the customer's information, teller Song Wenbin further introduced our bank's policy on poaching activities from other banks to the customer. The customer said that he would withdraw money and deposit in our bank when he had time, so teller Song Wenbin asked the customer's contact information in detail and recorded it for convenience. Contact the customer later. On the morning of June 12, Song Wenbin contacted the customer by phone to see if the Agricultural Bank of China deposit had expired and whether he had time to make a deposit at our bank. The customer was very satisfied with teller Song Wenbin's enthusiastic service. On the afternoon of June 13, customer Mr. Kuang went to our bank to apply for a gold card, a one-year time deposit of 200,000, and a seven-day call deposit of 100,000. During the process, the teller promoted China Post Insurance, which is a hot-selling product in our bank. product, and agreed to handle the installment payment of RMB 10,000 for this product. After everything was done, the teller referred the customer, Mr. Kuang, to the financial manager to facilitate further follow-up and maintenance of the customer in the future.

Highlights of the case:

Financial tellers speak more, attract and retain customers through skilled marketing techniques, follow up customer information in a timely manner, and market to valuable customers multiple times. When communicating with customers, you must understand their needs and serve enthusiastically and patiently. Customers experience our bank’s high-quality services and eventually become our bank’s loyal customers.

Successful Marketing Cases of Banks Part 3:

At the end of the exchange with friends from many banks, many friends from banks always ask me about some excellent marketing practices of other banks. This is a small summary to share the event planning that I have heard or participated in, hoping it can be a reference for everyone. But before that, I must remind everyone that every successful case must be a natural result of practicing internal strength. It will never be determined just because of this idea. In fact, the era of reviving a factory and revitalizing an enterprise with a good idea has been fixed in a certain historical category. Modern enterprises must compete in comprehensive strength.

So here are some good marketing campaign cases.

(The cases mentioned in this section only come from personal financial business (retail), and are very broad. Friends are welcome to add more) Let’s use bank cards as an introduction.

Nowadays, bank card business plays a top priority role in many banks. Many banks spend a lot of marketing expenses on card marketing but the effect is not obvious.

I once participated in the bank card planning of a bank and defined the card as a children's card, and also bound fixed investment, comics, designated merchant discounts and other content. However, according to market feedback, it was not ideal. However, a co-branded card issued by a bank in southwest China and a local tertiary hospital gave the card actual content.

The card stores the patient’s medical records and adds a series of functions such as appointment registration. When this card is combined with the scarce medical resources, it gives the bank card actual content and issuance. The amount and accumulated funds are relatively high-quality. Therefore, when planning activities, we must pay attention to actual content and effects.

Therefore, generally speaking, bank activity planning should focus on three points: 1. Customer needs; 2. The substantive content of the activity; 3. Quantification of the effect of the activity. In fact, these three points are a multi-party progressive relationship. The first point is what the customer needs, the second point is the activity process, and the third point is what the bank needs. We do activities not to lose money and make a profit. When talking about business, we must have something to ask for.

When the author is invited to do activities in banks, he usually reminds bank organizers from the side not to forget marketing. When many banks thank customers, they often simply thank them and often forget to forget the marketing content. Often the activities are exciting, the employees are exhausted, a lot of money is spent, and customer satisfaction is high, but there is no strike while the iron is hot and nothing is marketed. At this time, there is always a mentality that if the impression is good now, the marketing will be slow in the future. That is true, but why can you take action at this time but not take action? Marketing can occur in this kind of situation. There are some situations where marketing is not suitable, which I will introduce to you later.

Here I would like to introduce some activities that banks often organize and share them with you.

1. Travel activities with high-end customers. Traveling with high-end customers must be a good way to harmonize the relationship between the two parties and build trust. Everyone can put aside their previous business relationships and relax together while bathing in the evening breeze outdoors. This is a good way to relax. However, based on experience, there are a few points for your reference:

1) Pay attention to the matching of the quality of the crowd. For example, they are both big customers and have family assets of more than one million; they are both members of the intellectual class, teachers, civil servants, doctors, etc.; they are both business leaders, etc.

2) This group of people is allowed to bring a friend. The author’s experience is that friends of big customers are also big customers, which is a good form of referral; but why is it recommended to bring only one person? First, when there are too many people in a group, it is easy to form a small circle to close itself; second, customers The manager doesn’t have time to deal with more than two customers at once and can’t take care of them.

3) Try not to let customers bring children (except for special activities for children). It also comes from the author's experience. If children are involved, it will really make the team very troublesome if they are too young. In addition, the customer's attention is also on the children, so it is difficult to have a lot of fun.

We watch a lot of foreign movies, and when the couple goes out, they basically leave their children with neighbors. This is the reason.

4) Don’t worry about arranging simple and vulgar activities that are not suitable for high-end customers. As mentioned in the previous section, China’s high-end customers were all created in the past 20 years, and most of them are from the “rich generation.” Don’t worry that some activities are too childish for them. There should be no aristocrats in China at this stage.

The author once watched a group of high-end customers playing bumper cars together at a high-end customer outing, so much fun that it delayed the rest of the trip.

5) If it is only a one-day outing, especially an activity close to nature, it is recommended not to arrange a lecture. I have personal experience with this. During an event with a very tight schedule, the organizer invited me to give a lecture to reflect the diversity of the event. Fortunately, the lecture content was quite attractive, but the effect was not as good as the same course offered elsewhere. place. Therefore, if time is tight, it is not recommended to add lectures.

2. Activities of high-end female customers. I often talk about activities on how to gather high-end female customers in lectures. The reason is very simple. In the families of high-end customers, the hostess basically has the initiative in financial management. To give a very simple example, the proportion of women who make fixed-term investments is twice that of men who make fixed-term investments. If single men are removed, the proportion is even lower. What about the activities that banks usually do for high-end female customers? 1) Makeup and styling, how to make women more beautiful. Such lectures are extremely attractive to knowledgeable and successful women, especially women with successful spouses. Tips: This kind of lecture should give full play to three advantages: first, it should give full play to the advantages of female account managers in the bank and show sympathy for people of the same sex; second, it is recommended to invite the female leader of the superior bank to participate, so that she can not only participate in the activity, but also take part in the activity. She looked at her as a woman (usually she treated her as a strong woman who only assigned tasks), and she also raised her level of activity. Third, I suggest you talk to a SPA club or beauty salon and organize the event there. This will save you on lecturer fees and maybe get some free trial wear.

2) Yoga, aerobics, ballroom dancing. It can definitely meet certain customer needs, especially in some big cities.

3) Learn to make certain foods. The author once participated in an activity in a certain commercial bank to teach female bank customers how to make sushi. The effect was very good. The bank employees and female customers learned it together, and the effect was just right. Finally, he also gave me a small curtain for rolling sushi, which made the customers happy, but in fact it didn’t cost much.

3. Investigate funds, insurance, and target companies. If your bank is a large and powerful bank, you might as well take customers to the place of origin when recommending some products.

Although financial products are all virtual assets, go to the place of origin, visit the trading room, and discuss with fund managers; or invest in the equity of a certain company (many private banks have such products), Go and have a look on the spot. On the one hand, there is a tour content, and on the other hand, it can make customers feel happy, relax or visit the scenic spots and historic sites, and win in one fell swoop. Some of the cost issues covered here will be discussed in the next section.

4. Event marketing near the school. School marketing is generally divided into marketing for teachers and marketing for students. Although they are in the same region, their marketing methods are completely different. No matter what teachers’ marketing activities do, teachers must be given some special treatment, because in addition to having a stable income and high quality, teachers as a group also have a certain degree of vanity (which is not a bad thing or is called a role model). For example, instead of giving a small gift, it is better to tell them that we respect teachers and value education, and you don’t have to queue up to do any business in our bank in the future, which will make them feel more gratified.

The marketing for college students focuses more on competitive activities, such as stock trading contests, financial management contests, computer festivals and other content that interest college students. What banks need more is indicators of accumulation, such as bank cards, fixed investment, brand building and so on. I guess no one will market physical gold to college students, which is biased. There are many cases of college students. It is recommended to check online.

5. Festival event marketing. Festivals are a cyclical cause for activity. From New Year's Day, Spring Festival, Lantern Festival, Qingming, May Day, Dragon Boat Festival, Chinese Valentine's Day, Mid-Autumn Festival, Teachers' Day, Double Ninth Festival, and National Day, there are activities for everyone you want to do. There are many forms of festival activities, including socializing with related units, discussions with payroll clients and giving gifts, and providing financial services to the community. It is recommended that everyone can plan from different angles. I believe most businesses have experience in this regard, so I won’t go into details here.

To sum up, the case of bank marketing activities may only be the tip of the iceberg, and the planning process is not particularly detailed. It is intended not to frame your creativity and not to limit your creativity. Based on the several methods mentioned, combine your own location characteristics and advantages, do a good job in marketing planning, and provide your industry's services to more customers.

Bank Marketing Case 1. Casual communication brought more than 8 million deposits. I am the account manager of Kunming Branch? Six years ago, I transferred from a front desk teller to an account manager with no experience or resources.

After participating in the training at the Lijin Bank Training Center, I actively applied what I learned into practice. Six years later, I became the "Top 100 Account Manager" in the bank, able to achieve today's performance and communicate with all customers. Like the manager, I have paid a lot and dedicated a lot.

Be a thoughtful person and your customers will be by your side. Customers need to search with heart and serve with heart. In the long-term marketing process, I have developed a habit. As soon as I walk into the business hall, I like to observe whether there are any inquiring eyes among the many unfamiliar faces. When I encounter such eyes, I will always take the initiative to ask if I need help. , and then solve problems for customers and record customer information and needs.

Once, I found a young man holding a deposit receipt, but had not filled it out for a long time. While observing the savings teller of our bank, I took the initiative to step forward and ask if I needed help. I guessed that it was his first time to handle business in our bank, so I helped him draw a number on the number calling machine and told him in detail the procedures for handling business.

I didn’t expect the young man to ask me, how fast are you able to deposit large amounts of money? Judging from his clothes and behavior, I guessed that he might have to deposit tens of thousands of yuan. Since it was earned through his own hard work, he was particularly cautious. . I answered all his questions patiently and gave him my business card. The young man was very satisfied with my answer and said with a smile: "Based on your enthusiasm, I will come again."

At around 5 o’clock in the afternoon, I suddenly received a strange phone call. It turned out to be the young man. He said that he now has more than 8 million in cash and could he deposit it today. I immediately coordinated with the business office manager, organized specialized manpower, and provided door-to-door service as quickly as possible. The customer was surprised and said that the bank's service is really meticulous and efficient! In this way, a casual exchange brought more than 8 million in savings to our bank. deposit.

Wowei Consulting: Bank Marketing Case Analysis Customers are around you, the key is whether you have a sincere service heart. As an account manager, a word or a small action can often make customers make a choice. Therefore, we must always have a sincere service heart and serve customers sincerely. The world does not lack beauty, what it lacks is the vision to discover beauty. Similarly, there is no shortage of high-quality customers around you. What is lacking is the keen eye for discovering high-quality customers.

2. Provide help to customers when they need it. I have a customer, which is a large group that integrates tobacco, machinery, military products, logistics production and sales. The group has a subsidiary, which is mainly engaged in construction business. It is small in scale and mainly engaged in construction. Construction of supporting factories for the group. The customer repeatedly applied for financing of 2 million yuan from other banks, but was rejected.

Since I have served its parent company for many years, I learned that after the parent company moves to Kunming from another place, it will carry out large-scale factory expansion, and the customer prospects are very promising. So, I decisively reported the customer's credit and quickly issued a loan of 2 million yuan. This is a small business, but for customers, it is a timely help.

In the following years, with the large-scale reconstruction and expansion of the parent company, the company's scale expanded rapidly and its benefits doubled.

Wowei Consulting: After we have served customers, we must always pay attention to the customer's dynamics. Once we find out that the customer has any needs, we must pay attention to the customer's needs and provide services to the customer sincerely. Perhaps our The service is very small, but for customers, it is like giving timely help. We will win the gratitude of customers, and we will also get loyal customers. Bank marketing plan 1. Customer-centered Customer-centered means that banks must prioritize the needs and interests of customers and mobilize all resources to satisfy customers. , using customer satisfaction as the yardstick for evaluating work quality and work effectiveness.

By providing professional-level services, the value of customers’ assets can be increased, customers can enjoy value-added services, their operating risks can be reduced, and their operating efficiency can be improved, thereby increasing customers’ trust, dependence and trust in commercial banks. Loyalty.

2. Provide personalized services. Account managers must be able to comprehensively use various knowledge and skills to provide "tailor-made" financial services according to customer needs, and provide customer service plans by investigating and evaluating customers. , carry out combined design among financial products and various external resources that can be used to provide customers with professional services to the maximum extent.

3. Marketing integration. At present, marketing in the service industry has already gone beyond product production, and its scope has expanded to market research, marketing strategy, marketing organization, public relations, technical guidance, after-sales service, etc. areas and links. Banks implement the customer manager system, which means that the marketing of financial products should be regarded as a specialized undertaking, and various marketing resources should be integrated to meet various marketing activity elements and achieve marketing specialization.

Bank marketing case analysis analyzes the problem sets and solutions of bank marketing for you through case explanations, and then formulates plans and methods that are consistent with bank marketing. We hope to establish your own marketing model and improve the value of the bank and the bank. culture.

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