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Bank Marketing 1-2-3
The Practical Handbook for Community Bankers
ABA presents a practical marketing handbook series for community bankers that want to improve or expand their marketing activities. Today's community banks face staggering competition in a range of financial services offerings. Consumers are price-sensitive, time-strapped, and their demographics are changing. This new series was designed to help you expand your bank's marketing, sales development and relationship management efforts - efficiently and for results.
The six Units tackle main areas to help you develop and revise your marketing plan and budget; conduct research; launch new services; integrate marketing; implement a consultative sales culture; and begin using new electronic marketing techniques.
Each Unit covers a topic-area in an easy, practical manner, chock full of "best practices" case studies, and templates on CD-ROM that you can download and customize for your use.
Who should buy this series: bank presidents/CEO's involved in marketing, chief marketing officers and their staffs, chairs and members of bank marketing committees, business development staff, and marketing and public relations agencies or consultants working for community banks.
Purchase the unit of your choice or the complete series. Each unit is 24 to 32 pages and includes a CD-ROM with downloadable templates to customize for your bank's needs.
Edited by Evelyn Erhlich and Monique Hanis
Unit 1: Strategic Marketing Planning - 30 pages - Catalog #3004310
- Setting marketing objectives
- Target markets
- Competitive and environmental analysis
- Budgeting
- Implementation
View Table of Contents (PDF)
Unit 1 includes:
Templates (on CD-ROM)
Sample Market Plan (Word)
Sample Marketing Budget (Excel)
Sample Tracking Form (Excel)
Catalog #3004310
$75 List price
$50 Member Discount 
Unit 2: Market Research Tools - 26 pages - Catalog #3004311
- Customer interviews and surveys
- Focus Groups
- Mail surveys
- Mystery shoppers
- Competitive data
- Industry benchmarks
View Table of Contents (PDF)
Unit 2 includes:
Templates (on CD-ROM)
Sample Customer Surveys
Sample Focus Group Question Set
Sample New Account Survey
Sample Close Account Survey (short and long versions)
Sample Teller Service Survey
Sample Platform Service Survey
Sample Mortgage Loan Survey
Research Sources & Web Links
Catalog #3004311
$75 List price
$50 Member Discount
Unit 3: Relationship Marketing & Consultative Sales - Catalog #3004312
- Service management
- Hiring and training consultative sales professionals
- Compensation and incentive plans
- Building customer loyalty and referrals
- Community relations and sponsorships
- Customer relationship management
View Table of Contents (PDF)
Unit 3 includes:
Templates (on CD-ROM)
Branch Encounters Checklist
Sample Customer Information Profile
Sales Culture Assessment
Sales Incentive Guidelines
Commercial Customer Relationship Diagnostic
Catalog #3004312
$75 List price
$50 Member Discount
Unit 4: Branding & Integrating Marketing - Catalog #3004313
- Defining the brand
- Choosing communications tactics
- Advertising-print and broadcast
- Merchandising
- Direct mail
- PR & Event marketing
View Table of Contents (PDF)
Unit 4 includes:
Templates (on CD-ROM)
Sample press releases
Sample creative workplan
Direct mail guidelines
Seminar guidelines
Catalog #3004313
$75 List price
$50 Member Discount
Unit 5: e-Marketing - Catalog #3004314
- Basics of web site design and content
- Transactional websites
- E-mail marketing
- Banner advertising
- Search engine optimization
Catalog #3004314
$75 List price
$50 Member Discount
Unit 6: New Product Development - Catalog #3004315
- Identifying market opportunities
- Researching product options
- Pricing principles
- Marketing a new product
- Measuring results
View Table of Contents (PDF)
Unit 6 includes:
Template (on CD-ROM)
Sample Launch Plan
Catalog #3004315
$75 List price
$50 Member Discount
Series of Six Units
Catalog #3004758
$350 List price
$250 Member Discount
