Overcoming Inertia in Retail Bank Marketing: Catalyst (Rochester, NY), First Niagara Bank to Present Case Study at American Bankers Association (ABA) Marketing Conference

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Catalyst, a direct and digital marketing agency, will present a case study with First Niagara Bank at ABA Marketing Conference; study will detail bank’s successful integrated customer acquisition strategy

Karen Menachof, Chief Client Officer, Catalyst

Karen Menachof, Chief Client Officer, Catalyst

“Most people are not so dissatisfied with their current bank that they’re willing to move. The fact that First Niagara was able to break through those barriers is significant."

Catalyst today announced that they have been selected to lead a session at the American Bankers Association (ABA) 2012 ABA Marketing Conference. The ABA Marketing Conference, “Put it all Together: Marketing for your Bank's Success,” will take place September 23-25, 2012, in San Diego, CA.

The session, titled “Overcoming Inertia in Retail Bank Marketing,” will consist of a case study outlining the agency’s successful integrated cross-channel customer acquisition program for First Niagara Bank. The integrated program, which offered free ATM access nationwide, included advertising, direct mail, personal URLs (PURLs), search engine marketing (SEM), retargeting banners, and home page banners. The program was launched July 2011 and exceeded its goal by 129 percent.

“Acquiring new checking customers is hard,” said Karen Menachof, Catalyst’s chief client officer, who will present the session along with a representative from First Niagara Bank. “Most people are not so dissatisfied with their current bank that they’re willing to move, and competition is heavy. The fact that First Niagara was able to break through those barriers is significant.

“This program is an excellent example of how advertising, direct marketing and digital marketing can work together to identify and cultivate the most valuable customers, deliver a seamless customer experience at all points of contact, and make it easier to establish a long-lasting relationship,” she said.

Before launching the integrated, multichannel program, Catalyst built the branch consumer footprint, developed wallet share indices, and developed prospect targeting models for testing. The agency also performed post-campaign analysis to improve the effectiveness of marketing spend.

For more conference information or to register, please visit http://www.aba.com/Training/Conferences/Pages/MKTG.aspx.

About the ABA Marketing Conference

Founded in 1875, the American Bankers Association represents banks of all sizes and charters and is the voice for the nation's $13 trillion banking industry and its two million employees. The ABA Marketing Conference is one of many professional development opportunities offered to its members. The Marketing Conference is developed by an advisory board of senior level bank marketers specifically to address the opportunities and challenges of marketing financial services.

About Catalyst

Catalyst (http://www.catalystinc.com) is a direct and digital marketing agency that helps clients acquire, retain and develop long-term relationships with their customers. We combine intellectual curiosity and inquisitiveness with hard-core analytics, deep customer insight and a measurement mindset to take the guesswork out of marketing decisions. We call it Science + Soul. Headquartered in Rochester, NY, our clients include AAA, Assurant Health, Eastman Kodak Company, First Niagara Financial Group, GE Capital Retail Bank, Heraeus Kulzer, Neff Motivation Inc., Oreck, and Valvoline, among others.

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Robyn Kahn Federman
Catalyst
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