Bank Marketing Show

Ep 113 - Finding The Whitespace

Every community bank knows they need to differentiate. But how? Most banks skip the hard part — figuring out what the market actually looks like from the customer's perspective — and jump straight to writing a tagline. The result? Messaging that sounds like every other bank in town. The answer is whitespace: the gap between what your competitors are saying and what your ideal customers actually need to hear. Find that gap, and you have a marketing message people will pay attention to. Miss it, and you're just adding to the noise. In this episode, Dan and Chris walk through a four-step process for identifying whitespace in your market and turning it into messaging that resonates with the customers you're trying to reach. The process builds on the AI and competitive analysis topics covered in recent episodes and the Kadince webinar — including a live competitive analysis demo available at bankmarketingshow.com. In this episode: • Why most competitive analyses don't lead anywhere useful — and what to do differently • A four-step process for finding the messaging gap your bank can own • The difference between digital whitespace and on-the-ground competition — and why both matter • How AI fits into this process without replacing the thinking • A simple test to know if your messaging is specific enough Resources: • Watch the competitive analysis demo in the AI webinar at bankmarketingshow.com • The Bank Marketing Show: www.bankmarketingshow.com [https://www.bankmarketingshow.com] • The Bank Marketing Minute (Newsletter): www.bankmarketingminute.com [https://www.bankmarketingminute.com] • Contact: contact@bankmarketingshow.com [contact@bankmarketingshow.com]

112 - Peter Ort - Marketing and Culture

You can't fake culture. You can put posters in the break room and bring in an ice cream truck on Fridays, but your employees and your customers will know the difference. Real culture is lived, not declared — and when it's real, it shows up in your marketing without you having to force it. Peter Ort is EVP and COO at MCS Bank in central Pennsylvania, where he oversees operations, development, and marketing strategy. MCS Bank serves communities that range from Penn State's tech-driven economy to rural Amish communities — and Peter's approach to building a consistent culture across that spectrum is something any bank can learn from. In this episode, we cover: • Why marketing isn't just external — and how celebrating your employees internally creates the stories that power your external brand • The courier who fixed a customer's gate, and why you can't buy that kind of marketing • How to find your real culture: honest assessment, anonymous surveys, and getting out of the corner office • Four elements of a thriving culture: voice, trust, communication, and shared vision • Why Peter hires on attitude over aptitude — and sits in on every interview, including part-time summer hires • The difference between telling your story and telling your customers' stories — and how the best marketing is when your customers celebrate you Lightning round: • Personal best: Graduated with honors from the Pennsylvania Bankers Association Advanced School of Banking • Book: The Dichotomy of Leadership by Jocko Willink and Leif Babin • Best advice received: Never take criticism from someone you wouldn't take advice from • What he tells his team: "Are you ready for another day of banking excellence?" Resources: • Peter Ort: peter.ort@mcs.bank [peter.ort@mcs.bank] • Peter on LinkedIn • Book: The Dichotomy of Leadership by Jocko Willink and Leif Babin • The Bank Marketing Show: www.bankmarketingshow.com [https://www.bankmarketingshow.com]

Ep 111 - AI Insights #2 - Where It Is Going

AI isn't going to replace your entire marketing team tomorrow. But it is going to change what you do, and how fast you're expected to do it. It's already reducing marketing hiring and eventually will impact team sizes. Banks and bank marketers that start learning these tools now, will get ahead of slower-moving competitors (both smaller AND larger ones) who are stuck in analysis paralysis about what to do. And, becoming the go-to AI person in your bank will help your career. This is part two of our two-part series based on the AI webinar we recently gave with our partner, Kadince. Here, we dive into the topics in more depth that we were able to cover on the webinar. But the webinar's not a prerequisite! In this episode, we cover: * · What we think AI's impacts to bank marketing, and banking in general, will be over the next 12 months, next 3 years, and beyond * · How banking itself may change as the technology advances * · Five things you can do this week to start weaving AI tech into your day-to-day Resources mentioned: · Watch the full webinar at bankmarketingshow.com [https://bankmarketingshow.com/] · Email us at contact@bankmarketingshow.com [contact@bankmarketingshow.com] for the full webinar deck · Subscribe to our companion newsletter at bankmarketingminute.com [https://bankmarketingshow.com/]

Ep 110 - AI Insights #1 - What You Should Be Doing Today

AI can write your tagline in 5 seconds. Should it? Not in 5 seconds, because you'll sound like every other bank. AI gives you the average of the internet, and the average community bank's marketing is, well, average. Dan and Chris break down what bank marketers should actually be doing with AI right now – how to add your human judgment, local feel and emotional nuance to AI tools, so you get great outputs instead of average ones. This is part one of a two-part series based on the AI webinar we recently gave with our partner, Kadince. Here, we dive into the topics in more depth that we were able to cover on the webinar. But the webinar's not a prerequisite! In this episode, we cover: * · Why AI-generated content looks polished, but generic * · The 80-20 rule for making AI output better * · A 6-part prompting formula you can apply to any situation * · Quick wins you can do this week Resources mentioned: · Watch the full webinar at bankmarketingshow.com [https://bankmarketingshow.com/] · Email us at contact@bankmarketingshow.com [contact@bankmarketingshow.com] for the full webinar deck · Subscribe to our companion newsletter at bankmarketingminute.com [https://bankmarketingshow.com/]

Ep 109 - Go Niche or Go Home How Community Banks Win by Serving the Overlooked

Every bank has checking accounts and loans. Every bank says they care about relationships. So when your marketing sounds like every other bank's marketing, why would anyone switch? They won't. The way to stand out isn't to shout louder — it's to get specific. In this episode, Dan and Chris make the case that narrowing your focus doesn't shrink your opportunity — it expands it. Big banks scale. Community banks specialize. And that specialization is how you show customers that you're different. In this episode, we cover: · Why niching down gets you a bigger piece of a smaller, more loyal pie · Finding your niche from where you already have traction · Real examples from banks that found a niche hiding in plain sight · How specialization unlocks your content, your ads, and your messaging in ways that generic "financial solutions" language never will · A simple test for knowing if your message is still too broad, or just right Resources: · The Bank Marketing Show: www.bankmarketingshow.com [http://www.bankmarketingshow.com] · The Bank Marketing Minute (Newsletter): www.bankmarketingminute.com [http://www.bankmarketingminute.com] · Contact: contact@bankmarketingshow.com [contact@bankmarketingshow.com]