A Conversation on Marketing Best Practices

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A Conversation on Marketing Best Practices

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Welcome! We’ll start soon. While you’re waiting, register for our next webinar:

Build Brand Engagement and Break the Cycle of Commoditization Thursday, Februrary 28st 2013 2:00 PM - 3:00 PM ETWith Jeff Stephens, CEO of Creative Brand Consulting http://bit.ly/BrandFeb28

A Conversation on Marketing Best Practices

Februray 21st, 2013

Moderated by Laurie McLachlan, SVP Marketing, Andera

On the Phone

Confidential

Bryan Mishkin Senior Manager of eServicesUniversity Federal Credit Union

Mark Zmarzly Senior Vice President of Financial ServicesACTON Marketing

Laurie McLachLanSenior Vice President of MarketingAndera

Webinar Agenda

Confidential

o How to use GoToWebinar pollingo Brief Andera introduction o Conversation topics

Generate Leads Convert Leads Deepen Relationships

How To Use Your Interactive Poll

1. Laurie will ask the question2. The poll will appear in your webinar window3. Click “Launch”4. Answer the poll5. We will display the poll results

Poll: Single Answer o What marketing topic do you most want to learn

about? Offline advertising Online advertising & SEO Social media Website optimization Cross-sell

Our Mission To simplify account opening and lending across all banking channels for customers/members and for the employees who serve them

2004 2005 2006 2007 2008 2009 2010 2011 2012

2 10 23 3758

82111

143

193

232260

358379

443

508 520550

Our Historyo Opened the first deposit account online in 2004 o Today, multichannel account opening and

lendingo 560+ customers o Four time “Best of Show” award winner at Finovateo Named one of the “Top 10 Tech Companies to Watch” by BTN

Product

Solution

Deposits

Loans

Forms

oFlows Branch

oFlows Online

Deposits

LoansForms

Andera at a Glance

Flying the Plane

Account Opening

Optimization

User Experience

Marketing Plan Components 12

Cross-sell

Follow-up

Analytics

Referrals

Search(SEM/SEO)

Retargeting

Aggregators

Social

Generate Leads Convert Leads Deepen Relationships

Landing Pages

Hosting

A/B Testing

Offline Campaigns

1. Generate Leads

Offline Advertising & Direct Mail

Poll: Single Answer o Which of the following offline tactics have you

found to be the most efficient in opening new deposit accounts?

Direct Mail Outdoor Advertising Print Advertising Radio Other

Online Advertising, Social & SEO

Poll: Multiple Answers o Which of the following online tactics do you use?

Social Media Paid search SEO Rate comparison sites Display / banner advertising

Referral Programso Drivers of success

Automated Regular promotion Incentive offer Program tracking to reward top promoters

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2. Convert Leads

Keys to Better Conversion

Most bank and credit union sites were designed before online account opening and lending was added. These sites should be optimized to convert:1. Streamlined page design with a clear hierarchy2. Prominent calls-to-action 3. Easy-to-find product information, including rates4. Help selecting the appropriate product5. Quick access to customer service

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Site Design Trends

Website Evaluation

Website Analytics: Behavior

Poll: Single Answer

Confidential

o How confident are you that your website is optimized to convert effectively?

Very confident Somewhat confident Not confident No idea

Reasons for Abandonment

o Frustration o Confusion o Fear o Distraction o Identity Verification o Funding Verification o Signature

Seven Reasons Applicants QuitWhitepaper Email info@anderal.com

Most Abandoners Are Prospects

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Forrester Research“Why Financial Shoppers Abandon Online Product Applications”

New (68%)

Existing (32%)

Focus On Benefits; Address Concerns

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o Incentive offero Product benefitso Security/Safetyo Speed

Online Ad Retargeting

Poll: Single Answer

Confidential

o Do you know what percentage of qualified visitors to your site and click to apply online? (Your application rate?)

Yes No

3. Deepen Relationships

Automated Cross-Sell

Cross-Sell from Online Banking

Cross-Sell From PFM

o Use transaction data to make targeted offers

o Place offers and advertisements in PFM platform

Upsell, Cross-Sell: How to GrowCustomer RelationshipsThursday, March 7th 2013 2:00 PM - 3:00 PM ETWith Jim Craig, Geezeo http://bit.ly/DemoMarch7

Staff Incentives

The Paradox of Choice

Poll: Multiple Answer

Confidential

o Does your institution.. Use automated decisioning for cross-sell? Offer products from online banking and/or PFM? Have a formal incentive program for tellers? Have a formal incentive program for loan officers? Limit the amount of cross-sell products you offer?

Questions & Wrap Up

Build Brand Engagement and Break the Cycle of Commoditization Thursday, Februrary 28st 2013 2:00 PM - 3:00 PM ETWith Jeff Stephens, CEO of Creative Brand Consulting http://bit.ly/BrandFeb28

oFlows Demo Thursday, March 7th 2013 2:00 PM - 3:00 PM EThttp://bit.ly/DemoMarch7

Up Next

Contact: info@andera.com