Wednesday, April 25
4:00 p.m. IBA Marketing Committee Meeting
5:30 p.m. Fiesta at El Rodeo
Join us for drinks and festivities as we get ready for the 2018 Marketing Conference festivities with a south of the border flair.
Thursday, April 26
8:30 a.m. Registration & Continental Breakfast
9:00 a.m. Welcome & Introductions
9:05 a.m. Trend Watch 2018: Consumer Behavior Insights
Shawna Suckow, The Buyer Insider
There’s one constant in consumer behavior: Change! Keeping on top of what consumers want is more of a challenge than ever. Technology constantly evolves, buying habits continuously confound, and frustration is commonplace with sales and marketing teams trying to stay relevant. Whether you’re a large or small bank, customer acquisition and retention is key. Join Shawna as she shares her latest finding on the major and minor shifts in B2B and N2C consumer behavior that will impact your business in the year ahead. Her insight will help you empower your teams to have their best year ever.
10:15 a.m. Break
10:45 a.m. Differentiating Your Bank’s Marketing Strategy
Patrick Dix, SHAZAM, Johnston
The 24-hour news cycle and the rise of a “digital-first” news philosophy mean local news organizations are hungrier than ever for fresh content and credible experts. In this environment, financial institutions have an unprecedented opportunity to provide local media outlets with expertise and opinion, while gaining brand recognition, credibility, and free advertising for products and services. This session helps community bankers understand how newsrooms operate under the 24-hour “digital” news cycle, shows the new entry points into the modern newsroom, and the best avenues to deliver your message. It also helps you understand why newsrooms often call looking for a comment or an on-camera interview “right now” and why old ways of marketing and PR, like press releases, just won’t cut it anymore. Anyone attending gains an appreciation of how developing relationships with local media and saying “yes” when they call will pay off for your reputation, your business and your bottom line.
11:45 a.m. Lunch
Sponsored by SPC/Convergint Technologies
1:00 p.m. Breakout Sessions
1. Top Marketing Compliance Issues for Bank Marketers Today
Julie Gliha, Iowa Bankers Association, Johnston
Could you be derailing your own marketing efforts thinking your new campaign designs will not pass a compliance review? Could you be overlooking a critical ally in communicating the value of your bank brand by not truly understanding what your compliance team is saying? Get past “no, you can’t” from your compliance officer with a “…but here’s how you can” discussion. Uncover compliance myths and dispel the misconceptions with a greater understanding of today’s top marketing compliance issues.
♦ Understand the common misinterpreted regulatory issues facing bank marketers, including UDAAP, social media, opt in/out, and do not call
♦ Learn how to have the right conversation with your compliance officer to understand what IS possible with what you want to accomplish
♦ Review best practices to establish an uncommon partnership by incorporating compliance in your marketing as a resource rather than a perceived roadblock.
2. Banking on Your Site Being Accessible – Is It?
Christina Throndson, VGM Forbin, Waterloo
Are you stressing out about the upcoming 2018 Web Accessibility requirements and need a life line? Do you understand the impact the upcoming Google Mobile First algorithm update will have on your site? Then you’ve come to the right place! As a Financial Services provider, the growing list of compliance guidelines for your site can be overwhelming. This presentation will not only teach you how to make your site an inclusive and mobile friendly experience for all users, but how implementing equal access can expand your reach. During this presentation, VGM Forbin’s Christina Throndson will highlight the benefits of web accessibility to your visitors and the integral part it will play in your business’s growth.
3. Telling the Story – Making Sponsorships, Volunteering and Community Activities a Vital Part of Marketing
Panel Discussion: Liz Stowater, Iowa State Bank, Algona; Elaina Kempin, Fairfax State Savings Bank, Fairfax; Lynne Hager; American Trust & Savings Bank, Dubuque; Moderated by Tony Dicksinson, NCMIC, Des Moines
Your bank gives a significant amount of money, time and effort to sponsorships, and community programs. Your staff contributes their time to volunteer efforts. How can you better leverage all that the bank and your employees do to “tell your story” as part of your marketing efforts. These public relations efforts can go hand in hand with your traditional marketing channels to create a unified message for your bank.
2:00 p.m. Break
2:30 p.m. Breakouts Repeat
3:30 p.m. Break
3:30 p.m. Margaritas & Marketing! Learn from a Marketer
We are still getting down to business with this fast-paced session, but you can also enjoy a beverage with your peers. We’ll use this time to help you get to know other conference attendees and discuss current issues and trends in marketing in a facilitated round-table session.
4:30 p.m. Reception with Exhibitors featuring Candy Whirley
Sponsored by VGM Forbin
Now the work is done for the day! Relax for the day, take some time to talk with your marketing friends, and have a great time.
From the Hawaiian Islands to London, England, Candy Whirley is famous for her high energy enthusiasm, innovative training activities, and contagious sense of humor. She is a dynamic speaker dedicated to sharing over 20 years of her expertise to help professionals improve their job performance and achieve their personal goals. Candy is most known for her interactive keynotes and breakout sessions, whether the request is team building, relationships or leadership skills, her clients know the audiences will be interactive, energized and entertained!
Friday, April 27
7:30 a.m. Networking Breakfast & Roundtable Discussion Session
Sponsored by Harland Clarke
Enjoy a full breakfast buffet and network with your marketing peers about the issues that matter to you most.
8:30 a.m. Personas, Programs and Promotions that Drive Growth Marketing
Christine Tieri, ideaagency, Sturbridge, MA
Marketing has changed more in the past 5 years than it has in the previous 50. We are now in a conversation culture. Traditional advertising is pushed aside for quicker, faster, cheaper and more targeted digital tactics. New media such as social, inbound, video and other content-based communications are how consumers are learning about companies, brands, people. Further, you now need to prove your marketing spend is getting incredible results and fast.
In this workshop, we will dive into three areas that can help you better target your efforts and drive more growth.
Identifying your ideal persona: The underpinnings of any successful marketing effort is knowing who you’re talking to and what motivates them. In the first part of the workshop, we will identify your priority persona, the type of customer you want more of. We will get in their head and walk in their shoes. You will walk away with a persona and a customer journey map that will help you target your best audience with the right message, in the right place and at the right time.
Developing a lead-generation program: Many financial institutions make their money from loan growth – so how can you increase your outreach to get more qualified leads into your sales funnel? During this section of the workshop, we will work to map out touch points and a content plan to engage with your best prospects. Best of all, we will learn how to incorporate the useful metrics into your program, so you can prove your return on investment.
Creating a unique promotion: Most financial institutions are selling the same products and services. While rates may change, by and large, you can get what you need from most banks or credit unions. For the last part of the workshop, we will review some great examples of unique promotions that got big results – and we’ll put our creative hats on to come up with some out-of-the box promotions for an existing or new product or service that will create the results you are looking for.
11:00 a.m. Door Prize Drawing & Adjourn