We just returned from the Financial Brand Forum feeling rejuvenated by the original perspectives, new faces, and invigorating conversations we encountered! Taking place at Caesars Palace in Las Vegas, Nevada the Forum is banking’s premier conference on marketing, customer experience, data analytics and digital transformation. With over 2,000 banking professionals in attendance from over 750 financial institutions, the Financial Brand Forum #fbforum is a must go-to credit union and banking conference.
The conference brimmed with forward-thinking banking professionals eager for transformative growth and seeking new ideas and partners to further their goals. Here’s our recap of 3 innovative speakers from the Financial Brand Forum 2019:
#1 Gary Vaynerchuk rallies financial institutions to ditch outdated marketing tactics, embrace practicalism, and create great editorial content.
The social media and digital marketing guru opened the forum with a highly energetic keynote, urging bankers to let go of the past and face the reality of today’s marketing dynamics.
Likening his experience in a similarly heavily regulated business of liquor sales, Gary V urged bankers to not use regulation as an excuse to not innovate. It’s not sustainable, he warned. Bankers need to learn to use the communication portals today’s consumers use – whether they like them or not.
Marketing strategy and spend is the most practical avenue to adjust quickly and innovate, shared Vayerchuk, stating that it’s much more difficult to change other aspects of a business.
Creation of meaningful content and developing your brand is crucial to succeed in today’s environment. According to Vaynerchuk, content needs to bring value and be editorial focused, not sales driven. “When you make great content, it travels on its own…it gets shared, goes viral. Cold calls don’t,” said Vayernerchuk.
#2 Rohit Bhargava inspires bankers to innovate and market in the age of disruption.
Entrepreneur and Professor of Global Marketing at Georgetown University, Rohit Bhargava shared tips on how to market in the age of disruption. Among them, he advised marketers to uncover assumptions to overcome them. He shared examples of brands such as Dyson, Crayola, and Whole Foods who have innovated in a fast-paced environment of change and disruption. Rohit advised financial institutions to empower their clients with options, help them get smarter faster, and use purposeful stories to differentiate themselves.
#3 James Robert Lay speaks to maximizing content marketing to drive exponential loan and deposit growth.
As CEO of the Digital Growth Institute James Robert Lay is very familiar with the banking industry, particularly when it comes to helping banks and credit unions transform how they market. According to Lay, most consumers don’t see banks and credit unions as institutions they can trust to give them financial advice. As a matter of fact, a Facebook study found that only 8% trust banks and credit unions for financial guidance.
This void also poses as an opportunity. Lay argued that marketers need to embrace content marketing on a consistent basis to build trust. Planning, producing, and promoting valuable content (that which teaches and informs) on this continual basis will win customers and in turn, increase loan and deposit growth. Content marketing helps cultivate relationships and trust which can then be maximized to convert.
We had a great experience attending and exhibiting at the 2019 Financial Brand Forum. We loved meeting and speaking with hundreds of bank and credit union professionals who stopped by our booth to chat and play our “one question” game. Curious? Swing by our booth at other tradeshows and events we’ll be attending this year! Or drop us a line to start the conversation. Cheers!