(Article republished with permission from ABA Bank Marketing) After a while, the tag lines on the print ads developed by Fidelity Bank, Edina, Minnesota, all started to read the same. They said something like “The Bank of Business” or “Creating Business Solutions.” That’s when the financial institution, which specializes in serving business customers, decided to [...]
I had a few frustrating roundtrip miles across Minneapolis recently to think about the issue I have with market-facing Web sites declaring something different than what you might hear or experience in person. A set-it-and-forget-it Web site is not a good one, and outdated information online is no better than an uninformed employee in-house.
People don’t buy from markets, they buy from people. And the best companies know their customers really well. We’re not talking mere demographics here. You need to get ultra deep. Know attitudes, attributes, beliefs, behaviors. What gets them up in the morning and what keeps them awake at night. What ticks them off and what [...]