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RULES OF ENGAGEMENTFOR BANK MARKETING SUCCESS IN 2013

4

1HOW TO DELIVER CONTENT THAT WILL GET THEIR ATTENTION AND POSITION YOU AS A PREFERRED FINANCIAL SERVICES VENDOR.

ENGAGE CLIENTS

A CFO’s main job is to take away the “financial worry” from their CEO. They need to demonstrate the value of specific financial services and strategies in terms of bottom line profitablility.

WHAT CFOs NEED FROM MARKETING

Marketing Effectively to the CFO CFO Research Services

Proof of expertise and credibility in their own industry.Provide total cost of ownership for proposed financial solutions.Be clear about risks associated with each solution.Stick to the facts.

81%

CFO/Duke University Global Business Outlook Survey, 2004-2012

OF CFOs AND OTHER CORPORATE EXECUTIVES SURVEYED SAY THEY NEED INFORMATION THAT WILL...

2FORMAT YOUR CONTENT FOR MOBILE USERSINCREASE CLIENT ENGAGEMENT WITH MOBILE OPTIMIZATION.

80% INCREASE IN YEAR-OVER-YEAR INCREASE IN WEB TRAFFIC.

55%GREATER YEAR-OVER-YEAR NUMBER OF REPEAT VISITORS.

50%ANNUAL INCREASE IN REVENUE/SALE

56%

INCREASED CONTRIBUTION TO ORGANIZATION'S TOTAL REVENUE.

BANKS AND OTHER COMPANIES THAT MOBILE-OPTIMIZED CONTENT GENERATED:

The Business Value of Adapting Content for Mobile Devices, Aberdeen Group, 2012

BREAKDOWN OF HOW READERS ACCESSED CORPORATE BANK NEWSLETTER

BREAKDOWN OF MOBILE ENGANGEMENT VS. PC ENGAGEMENT

Corporate Bank Marketing Newsletter

Sample 1

Corporate Bank Marketing Newsletter

Sample 2

Search

Treasury Management• Liquidity management•Payroll services•More

International•Cross-border lending• Foreign exchange•More

Capital Markets•Trust services• Investment banking•More

Newsletters•Treasury Solutions•Commercial Card Services•Trade Solutions

EXAMPLE OF MOBILE-OPTIMIZED NEWLETTER FORMAT

CBA newsletter / View with Images/ View Mobile Version

ENGAGE INTERNAL SENIOR MANAGEMENT GETTING BUY-IN FROM BUDGETING DECISION-MAKERS

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INVOLVE SALES IN YOUR MARKETING PLANNING

5 Steps to Align the Offices of the CMO and CFO, Marketing Experiments, 2012

Involving sales in the planning process early on will substantially increase the likelihood of buy-in from upper management.

TREAT SENIOR BANK FINANCIAL MANAGERS ANDC-LEVEL SALES EXECUTIVES AS KEY STAKEHOLDERS IN YOUR MARKETING PLAN

75% OF SENIOR MANAGEMENT WANT MARKETING FOCUSED ON ROI.

5 Steps to Align the Offices of the CMO and CFO, Marketing Experiments, 2012

(Defined as the correlation between marketing spend and

measurable profit generated as a result.)

4ESTABLISH MEASURABLE ROI FOR MARKETING PLANS

CASE STUDY:

How one bank measured the ROI of their corporate marketing communications ...

HOW TO ESTABLISH MEASURABLE ROI

GROUP 1received no corporate

marketing communications

2011 CALCULATION OF ROI ON MARKETING COMMUNICATIONS

GROUP 2received quarterly newsletter, white

papers, video

GROUP 2 YIELDED A NET PROFIT OF 70 to 1.

7,846% ROI

ACHIEVE PREFERRED VENDOR STATUS WITH TODAY'S CLIENTSOPTIMIZE MARKETING CONTENT FOR MOBILEGET SALES AND UPPER MANAGEMENT BUY-IN EARLY IN THE MARKETING PLANNING PROCESSMEASURE AND QUANTIFY ROI OF MARKETING PROGRAMS

4 RULES OF ENGAGEMENT SUMMARY:

www.fpsc.com 847.501.4120 ext. 3

BANK MARKETERS TURN TO FPS FOR:

EXPERT CUSTOM CONTENT DEVELOPMENT

LAYOUT

CONTENT DELIVERY

DATA TRACKING AND ANALYSIS

STRATEGIC MEDIA PLANNING

MARKETING CONSULTING

E-NEWSLETTERS AND PRINT NEWSLETTERSCASE STUDIESCONFERENCE PRESENTATIONSWHITE PAPERS AND SPECIAL REPORTSAUDIO VISUAL DEMOS AND PRESENTATIONSSOCIAL MEDIA DELIVERY VIA LINKED-IN FACEBOOK AND TWITTERMOBILE-FRIENDLY LAYOUT AND DEVICE DETECTION

www.fpsc.com 847.501.4120 ext. 3

FPS PROVIDES A WIDE VARIETY OF CONTENT FORMATS AND DELIVERY CHANNELS, INCLUDING: