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Session Description:
Banks
must grow core deposits in order to
remain viable in today’s increasingly
competitive market. Checking acquisition
has been a primary driver of new
household acquisition. Why? Although a
customer is likely to do business with a
variety of financial institutions, the
location of the checking account above
all other products influences the
customer’s perception of which bank is
its primary financial institution (PFI).
Statistics show that when a bank is
considered to be a PFI, that the
customer is more likely to generate
greater average deposit growth,
retention and profitability.
With that said, Banks today are faced
with increased high costs to acquire and
retain new checking customers. Why?
-
Poor targeting and suboptimal list
selection techniques
-
Misaligned value proposition
relative to individual needs
-
Inability to leverage behavioral &
transactional consumer data to align
channels and offers
-
Lack of integration and optimization
across inbound and outbound channels
-
Lack of brand awareness and branch
penetration
This
presentation will cover offline and
online direct marketing approaches to
help Banks acquire and retain new
checking households and deposits. This
session will address:
-
Industry trends and approaches
currently employed for new customer
checking acquisition
-
New checking and deposit acquisition
strategies deploying offline and
online channels. These strategies
include direct mail techniques that
leverage the significant cost
savings of saturation mailing, while
enhancing the ability to target
messaging and contact frequency
based on relative household value.
These strategies are coupled with
online strategies that include
search engine optimization (for
expanded messaging and geo
targeting), co-registration, and
advertising banners (for behavioral
targeting).
- No
acquisition program is complete
without onboarding. This session
will focus on offline and online
strategies to onboard, cross sell
and retain new relationships. This
includes a multiple contact strategy
deploying direct marketing, phone,
profiling, and email. Offers are
determined based on analytic models,
coupled with customer profiling to
drive product offers and channel
preference. The optimal contact
frequency and timing is also
addressed.
This
session is appropriate for senior
financial executives with responsibility
for Retail Branch
Management, Marketing, Product
Management, Direct Marketing, Ecommerce,
Marketing Research, and Strategy groups.
About Diana Tummillo:
Diana is a Senior Vice President and
Director of Strategy for the Financial
Practice. Diana has over 17-years of
direct marketing strategic planning
experience focused in the financial
services industry, with 12-years
managing high performance strategic
teams. She has successfully deployed
direct marketing strategies with 17 of
the top 50 banks in the U.S. Areas of
expertise include retail (deposits,
consumer lending, investments, loyalty,
mergers and acquisitions) and small
business banking (deposits, lending,
remote deposit capture, lead
generation).
Prior to joining Harte-Hanks, Diana was
the Director of Strategy for Alcott
Routon (now Harland Clarke), where she
managed a strategic team primarily
focused on financial services direct
marketing. Diana was also Vice President
and Marketing Director for SunTrust
BankCard. In this capacity, she managed
marketing activities for an $800MM
credit card portfolio along with a staff
of marketing professionals. During her
tenure, Diana was responsible for
portfolio growth, retention, branch
deployment, and portfolio analysis.
Diana
holds a BS degree in Marketing, as well
as a MBA, from the University of Central
Florida, graduating with honors.
About Sebastian Pistritto:
Sebastian is a Vice President for
Strategy & Business Development for the
Digital Practice. He has over 18 years
of marketing communication, business
development and technical product
management experience in both a Vice
President and a Director role. Programs
that Sebastian manages at Harte-Hanks
entail multi-channel marketing efforts
which leverage segmented and
personalized communications to drive
acquisition programs.
Prior to joining Harte-Hanks, Sebastian
was the Vice President of Marketing for
Exclaim developing strategy and
executing programs on behalf of such
partners are Kodak and Adobe to drive
consumer acquisition. Prior to Exclaim,
Sebastian was the Vice President of
Marketing for Digital 5 which developed,
launched and marketed successful
worldwide software and technology
products in the consumer electronics
market which such brands as Gateway,
Netgear, Philips and others. Sebastian
earned a BS, Business Management, from
Wilmington College.
About Harte-Hanks:
Harte-Hanks, Inc., headquartered in San
Antonio, TX, is a worldwide direct
marketing company offering services to
consumer and business-to-business
marketers. Harte-Hanks Direct Marketing
delivers database, analytic and
marketing services expertise within
numerous industries, among them
financial services, retail, healthcare
and pharmaceutical, high tech and
telecommunications, and automotive.
Divisions within Harte-Hanks are the
Financial Practice (an agency within the
Financial Markets Organization), and
Digital Practice.
The Financial Practice includes a group
of 60 professionals averaging 15 years
financial experience that are industry
experts in the areas of the direct
marketing strategy, creative, analytics,
and execution. The agency is solely
focused on financial services clients
including banking, investments,
diversified lending, credit card, and
insurance companies.
Harte-Hanks Digital Practice comprises
more than 125 professionals, averaging
12 years of experience across sales,
service, creative, development and
delivery. These experts help Harte-Hanks
clients devise digital strategy and
employ digital media and communications,
either alone or integrated with
non-digital channels, to achieve
marketing and business goals such as
customer acquisition, retention and
loyalty.
www.Harte-Hanks.com
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