This workshop is a FREE 6-hour working session tailored for your organization, held at your facilities, and developed specifically for your senior leadership team, and Marketing Executives. We will guide you through BVK’s proprietary process of uncovering and operationalizing a core marketing position your prospects will crave, while tangibly driving loan growth, deposit growth and ROE.
Throughout our business strategy session, we’ll share the science behind our effectiveness, as we layout strategies for developing and activating a values-based brand position capable of:
• Growing multi-line relationships among high-value customer segments
• Creating unsurpassed operational alignment and efficiency across touchpoints
• Increasing customer and employee loyalty/retention and recruitment
• Unlocking product and service innovation opportunities
• In addition, we’ll share in-depth examples of how banking’s most successful brands are already applying these key principles to potentially steal share from your business.
At the end of the session, your leadership will leave with:
• New insights for what matters most to customers when choosing financial services
• Identified gaps in your current brand’s performance that leave you vulnerable to competitors
• Step-by-step guide for developing a values-based brand position
• Best practices for using your new brand to generate loan and deposit growth
• Tools for your business units to sell profitable, multiline relationships
The value of this workshop is $25,000.
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BVK is a breath of fresh air in the agency world.
SVP of Marketing, Credit Union
Our workshop is an experiential session to challenge how you think about your customers and to equip you with tools to apply new learning in different ways. We will not lecture nor bore you with a parade of PowerPoint slides. We promise to leave you both worn out from the fast-pace and energized discussion as you engage with your team to create new opportunities for differentiation and business growth.
PART I
| Our Theory of the Case |
| Banks tend to say and sell the same things. Customer see no real difference. But what if you could offer something unique that people crave more of, or feel is missing from their lives? Something that has nothing to do with rates, online apps or branch locations, and everything to do with your brand? |
| PART II | Neuroscience, Deposits and Loans
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| Gain an understanding of the neuroscience behind how your customers and prospects make their financial decisions, along with the levers you need to pull to trigger the desired emotional and behavioral responses that drive business growth. |
| Break |
| PART III | What, Why and How To |
| Go inside the “black-box” to learn the process of aligning a brand to core customer values as a means of creating distinctive brand experiences people crave. Get tips on what to do, how to do it, and why every step in the process is important to achieving the desired outcome.
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| PART IV | BVK Brand Building Simulator |
| Using a competitive scan of your market and competitive data you provide, BVK will walk your leadership through a set of tools to build a market-disruptive brand. Tools and tactics will be provided and a printout of a market simulation model delivered.
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| Lunch |
| PART V | Branding in a “Post-Bank” World |
| What if people woke up one-day and decided they didn’t need banks? Would your brand survive? We’ll look at the reinvention of what your bank looks like through the lens of what people want as a platform for aligning what we say about ourselves with how they want to experience your brand. |
| PART VI | Beyond “Working Alone, Together” |
| We’ll close with a “Hyper-Hack” that models a process for crowd-sourcing inspiration from your customers and rapid prototyping service features and operating model innovations that deliver distinctive, value brands to target customer cohorts. |
Competitive Pressure is Rising
Not only is it coming from outside sources, as companies in adjacent industries such as technology and media move into the space, it’s also coming from within, as banks fight one another for customers in heavily regulated, oversaturated markets. The result: stagnant growth, and a slow but seemingly inevitable commoditization of the industry’s primary services. These are the perfect conditions for choking out differentiation and sustained profitability.
Carving Out a Unique Position Under Such Heavy Regulation
With such heavy regulation and stiff compliance standards in place, it seems impossible to carve out a unique position capable of driving growth. But it’s not impossible, in fact, it’s extremely probable. You must look outside of category conventions like features and benefits and instead shift the thinking from what you sell to why you truly matter. What core human value does your organization share with your target audience?
The Secret of Value-Based Positioning
As human beings, we use our values to determine our own sense of right and wrong, to make choices about who we are as individuals, and who we want to become. Because these values represent the guiding principles we use to navigate our lives, we either consciously or unconsciously gravitate towards brands that reflect those values. Shared values are the foundation of meaningful brand/customer relationships.
Companies that position on a potent human value become antidotes for what their customers crave more of, or feel is missing in their lives.
For example, Harley-Davidson positions itself on the value of freedom, not gas mileage or digital instrument clusters. They do this because it’s far more powerful than features and benefits; it’s something their target craves more of – cue the guy going through a mid-life crisis. When a brand can fulfill a craving like this, their value to the customer and differentiation in the category have almost nothing to do with the product or service itself, and the brand becomes far more powerful and profitable.
Skeptical? Then consider the following truth: the essential difference between emotion and reason is that emotion leads to action, while reason leads to conclusion. In other words, we make our choices based on emotion, then very quickly justify those choices with all the rational features and benefits. Why else would somebody buy a $100,000 luxury car, when all they really need is to get from point A to point B? Still skeptical? Then we encourage you to pick up the book, “Grow: How Ideals Power Growth and Profit at The World’s Largest Companies,” written by Jim Stengel, ex-CMO of Proctor & Gamble and current adjunct professor at UCLA’s Anderson Graduate School of Management. In the book, the author demonstrates how brands that position on ideals, like values, out-perform the S&P 500 by nearly 400%.
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BVK is so much more than our advertising agency… their expertise and impact extends to every inch of our company.
CEO, Bank
There is no catch, no strings attached, and no obligations after the meeting. We’re giving this away because expanding our expertise in the financial services category is an important piece of our agency’s growth strategy. In full transparency, we’ve hand-picked a group of organizations within the financial services space to invest in with the hopes our value is so apparent, and so important to you and your business, it leads to a longer-term relationship. Think of this as being able to take us for a $25,000 test drive before deciding whether we would be a good agency partner for your organization.