The Snowball Effect

Walking into my financial institution today, I was reminded of the excellent job their marketing department had done on their recent brochures. Attractively and conveniently displayed for customers to pick up, the brochures invite attention.

How do they do this?

Each brochure has one simple verb in large type at the top of the front tri-fold panel. Access. Grow. Benefit. Invest. These are a few of the verbs. The verb leads into a statement which becomes the headline. “Access your accounts with ease.” “Grow your savings.” “Benefit from our checking accounts.” “Invest in a certificate of deposit.” This headline lays the groundwork of what to expect within the brochure.

In addition to using a verb to draw attention, each brochure features one single image on the front panel which illustrates the contents. Some of these images are quite inventive, including the child in yellow, knee-high, waterproof boots watering a tall sunflower. All feature people doing activities representative of the brochure’s contents such as using a laptop to check accounts or leaning on a vehicle for an auto loan. These images further attract attention. They also communicate the financial institution’s focus on its customers.

Finally, the blue color representative of the organization is woven into the brochures with a blue quarter-inch border across the top of all panels and as the main text color. An off-white background throughout makes the text easy-to-read. Text headlines and highlights are in gold. Both colors are attractive on the off-white background and easily read, whatever the size of the font.

The look and message of these brochures is continued on the institution’s Web site with the verbs in large gold type and the text in blue against a biege background. Mirroring the brochures, a verb and a single image are at the top of each page on the site. Taking this a step further, signage inside the locations reflects the same look and the same message as the Web site and the brochures.

This is profitable marketing.

Why?

The financial institution took the time to decide what message they wanted to convey. Once they decided, the message was set up to be attractively presented and easily understood. Then, they reinforced the message by presenting the same message with the same look in their brochures, in their signage, and on their Web site. By doing this, they received the benefit of the snowball effect. Each contact with the organization built upon the past contact, firmly imprinting the organization’s message upon its customers.

What is your reaction to their profitable marketing? Do you think, “Of course they can do this. They probably have lots of money and staff.” Or, do your think, “That just makes sense. Doesn’t everyone do what they did?” What I hope that you think is “Good point! Are we doing that in our business?”

Make sure that you are.