The Key To Maximizing Consumer Relationships

The Key To Maximizing

Consumer RelationshipsGabe Krajicek

Consumer Challenge

Oh, I want to buy that

Ah! Another

Let me compare

Need to pay my

Difficult To Acquire Engaged, Young

Customers

Consumer Expectations For A

Seamless, Meaningful Experience

Challenging Mega Competition

Large Marketing Budgets

Product Innovation

Research Department

Dedicated Resources

Marketing Expertise

Training Programs

Difficult for community banks to compete

Banking Product Innovation

How To Compete In This New Reality?

Adopt A Consumer-Centric Retail Strategy

Leverage A Relationship Platform

1. Get Noticed.

Grab people’s attention with

comprehensive, consumer

research–based messaging

designed to draw in your

target market.

2. Introduce

Yourself.

Make it easy for people to

learn about who you are,

what you’re about, and what

you can do for them.

3. Build the

Relationship.

Compel people to action – in

a way that drives value.

4. Strengthen The

Relationship.

Connect account holders

with information, products

and services that they care

about at the moment that it is

the most valuable to them.

5. Inspire Fandom.

Become a topic of

conversation online, around

the water cooler, and at the

dinner table and get the

profit that comes with it.

Get Noticed

Grab people’s attention with

comprehensive, consumer

research–based messaging

designed to draw in your

target market.

The Average American Is

Exposed To 5,000 Marketing

Messages A Day.

How Do You Get Them To

Hear Yours?

Source: Yankelovich Partners Study

Formulate Your Target Market(s)

“Successful Mid-Lifers”Young

“Main Street Families”Family

“Conservative Matures”Mature

Demo: Singles and couples in their 30s

and 40s with executive jobs. College

educated households who are career

minded and seek social status. Located

in the Second Cities, Exurbs and

Suburbs.

Ave. HH Income: $82,255

Demo: Families living in the Second City

and Suburban areas. This is the home of

the legendary “Soccer Moms” with

activities heavily geared to the kids and

family functions. Take advantage of their

surroundings and do a lot of activities

outdoors.

Demo: Empty Nesting Couples over the

age of 55. Living comfortably in older

homes in the Second City and older

Suburban areas. Enjoy routine-based,

upper-middle class lifestyles.

Cut Through The Clutter

Consumers who don’t have an account

with a community bank say its because

they haven’t thought about it, or were

unaware that the bank existed

Source: Consumer Banking Insights Study 2015

4 10out of

They Think All Banks Are The Same

The number one reason (58%) people don’t end up switching banks, is

that they feel they are the same.

Haven't found a better bank

Too much of a hassle

Lack of differentiation

Source: Making The Switch. AOL Study, 2015

78%Of Millennials

71%Say Brand Name is

important in choosing

where to bank

solution* Neil Howe, co-author of Millennials Rising

AVG 10-YR-OLD KNOWS 400 BRANDS

& CALL PRODUCTS BY BRAND NAME

92% OF THE TIME.

The Power of a BrandRazny + Rolex

Introduce Yourself

Make it easy for people to

learn about who you are,

what you’re about, and what

you can do for them.

88%Start online when searching

for a banking product

Does Your Website Deliver?

Must Be On The “Stage”

Must Generate Demand

Responsive Design Built For Sales

Build Relationships

Compel people to action —

in a way that delivers value

to account holders.

Nearly 40% Of MillennialsDon’t Believe You Have The Products They Need

“The big banks have

money to invest in

technology and IT

departments and people...”

And Why Would They..?

Offer Products That Consumers Want

Free, No Fees High Interest

Rewards Cash Back

More Important to Gen Y2x

Strengthen

Relationships

Connect account holders with

information, products and

services that they care about at

the moment that it is the most

valuable to them.

Of consumers agree that community banks have

better personal service than the big

national banks.64%

Consumer Are Shopping Around For Other Services

Auto Loans

Brokerage Accounts

Home Mortgage

Source: Banking Reshaped by the Customer. Accenture Study, 2015

Consumers Are Open To Receiving More

Value-Add Services

Proactive product

recommendations52%

Source: Banking Reshaped by the Customer. Accenture Study, 2015

We Drive More Than Kasasa Accounts

9 8 7 6

19 23 22

Total Deposit Kasasa Checking Money Market IRA CD Savings Total Loan

Up-sell Cross-sell

• 6,300 Mailed

• 149 Deposits for $1.8 Million

• 111 Loans totaling $2.4 Million

Inspire Fandom

Become a topic of conversation online,

around the water cooler, and at the dinner

table and get the profit that comes with it.

Positive Experiences For Ongoing Acquisition

Source: PWC Insights for the US Retail Industry 2011

of consumers are willing to

recommend after a

positive experience

Consider 2 friends, Glen and Marie

Glen has a Kasasa account with you.

Marie banks with a megabank.

Glen gets his unique link and clicks to

share it on Facebook.

Marie clicks Glen’s link and lands on

your site. She learns about Kasasa.

Marie enters her email and decides to

open her Kasasa account online.

Marie and Glen are both emailed a

$50 Amazon.com Gift Card!

Now, Glen and Marie both Kasasa!

Next time you send out a Share invitation,

both Glen and Marie will be included.

SHARE KASASARefer-A-Friend For Kasasa Checking AccountsEasy to use, automated, social media refer-a-friend program for Kasasa that dramatically reduces potential for incentive-gaming.

@KasasaNews

/in/gmkrajicek

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