integrated marketing communication strategy for future bank
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INTEGRATED MARKETING COMMUNICATION STRATEGY FOR FUTURE BANK
Piergiorgio FrattariWojskowa Akademia TechnicznaDepartment of CyberneticIntegrated Marketing Communication
FUTURE BANK IS ONE OF THE LARGEST BANK IN SLOVENIA AND ONE OF THE BIGGEST IN EU.WE ARE A FINANCIAL ISTITUTION THAT OFFER CONVENIENT MORTGAGE FOR YOUNG SLOVENIAN PEOPLE.
YOUNG SLOVENIAN PEOPLE LIKE TO LIVE WITH THEIR PARENTS. BECAUSE MEANS LIVE WITHOUT RISK
FOR TRADITIONS, EDUCATION, UPBRINGING AND INFRASTRUCTURE SLOVENIAN YOUNG DON'T HAVE MORTGAGE, BUT NOW THEY HAVE THE OPPORTUNITY TO CHANGE THEIR LIFE!
WHEN YOUNG PEOPLE THINK ABOUT THE MORTGAGE, THEY GET SCARED FROM:
THE MYTH THAT WE ARE USURER
PAY RATE FOR THE REST OF THEIR LIFE
Most young people live with their parents,more than three quarters.One of the reasons for the small number of young families is the housing problem, since only a fifth of 25- to 29-year-olds who live with their spouses or partners live in own dwellings.
There is an high percentage of young adults that living with their parents (62%), and this percentage is very high compared the EU media which is 44,5%.
Crisis and typical Slovenian tradition icreases this phenomenon
They are without dreams, responsability and they don't know what they are capable to do!
In 2011, THE share of young Slovenians (aged 18-34) that lived with their parents was notably higher than the EU average; this pattern was more often found among young males than youn females
IT'S TIME TO CHANGE!
YOUTH NEED MOTIVATION
They can't live with their parents for ever
They need to think big, don't have limited aspiration
Live with indipendence
Realise their potential
Simply start to live their own life!
WE WILL CARE OF OUR CUSTOMER, WE OFFER THIS OCCASION FINALLY FOR LEAVE FROM THEIR PARENT HOUSE AND LIVE THEIR LIFE FULLY! NOW THEY CAN HAVE THEIR OWN HOUSE.
WE CREATE THE NEW FUTURE
What does CONSUMER want from MORTGAGE?
They don't want lost freedom, habits and safety
They don't want to pay an high amount of rate and interest
They want a mortgage that can suits their needs
But primarily they wan't lose their being FREE
WE CREATE FLEXIBLE MORTGAGE ONLY FOR YOUNG PEOPLE, BUT FIRSTLY WE WANT TO CHANGE THEIR MENTALITY
THEY NEED TO THINK ABOUT FUTUREIF THEY SEE THEIRSELF WITH THEIR OWN HOUSE AND OWN FAMILY, BUT THEY DON'T HAVE MONEY FUTURE BANK HAVE THE RIGHT OFFER
WE PUT ON THE MARKET THIS FLEXIBLE MORTGAGE THAT OUR COMPETITORS (THE OTHERS) DON'T HAVE
POTENTIAL CUSTOMER HAVE A LOT OF QUESTION AND DOUBTS!
-HOW DOES IT WORK?-WHAT ARE THE DIFFERENCE BETWEEN THE OTHER BANK?-IS IT A SWINDLE?.
The mortgage is created only for young slovenian people between 25-34 years old, and suits their needs
This offer represent the opportunity to obtain a simple and cheap mortgage
If they still live with parents we have a SPECIAL OFFER
OPPORTUNITY TO CHANGE THEIR LIFE!
THEY CAN HAVE THEIR OWN HOUSE, THEIR OWN FAMILY AND LIVE FINALLY FULLY THEIR LIFE!
THEY DON'T REMEMBER THAT THEY HAVE A MORTGAGE WITH US, BECAUSE THEY WILL BE A FREE MEN
DIFFERENCES FROM THE OTHERS:
CUSTOMER CAN HAVE:
FINANCING FOR THE HOME
LITTLE DECREASING RATE TO PAY, PROPORTIONAL TO FINANCE
FREE CURRENT ACCOUNT
PEACE OF MIND
WE OFFER CHEAP AND VERY CONVENIENT MORTGAGE:- 20 YEARS OF MORTGAGE- 9% OF INTEREST TO PAY OVERALL - HIGH PROBABILITY TO OBTAIN A LOAN - POSSIBILITY OF DELAYING PAYEMENT IF YOU ARE IN A DIFFICULT SITUATION
How does the consumer perceive the product?They perceive the product as an excellent chance, but they don't want leave from the parents house
Seems impossible to their obtain a mortgage
They can think that is a swindle
We are FUTURE BANK, we have care about our Costumer, the important thing is that young people really want to change!
WHEN THEY SEE OUR MORTGAGE, THEIR THOUGHT WILL BE:
Is the best offer on the market that suits me
I have the opportunity to change my life
I can live the life of my dream
Finally change lifestyle
Really is what I need for improve my life
THEY NEED ONLY THE RIGHT MOTIVATION TO CONVINCE THEIRSELF THAT IS REALLY WHAT THEY NEED AND WHAT THEY HAVE ALWAYS DREAMED
We are the FIRST Bank in Slovenia, with 270,000 costumer across the nation
We are in the Slovenian market since 1960
For sure one of their parents or they, have an account in our bank
TOP 5 BANK IN SLOVENIA
1) FUTURE BANK 2) NOVA LJUBLJANSKA BANKA (NLB) 3) KOPER BANK4) NOVA KBM 5) ABANKA
THEY KNOW THAT WE HAVE THE BEST OFFER ON THE MARKET, BUT THEY AREN'T PERSUADE BY OUR MORTGAGE
THIS KIND OF OFFER FITS PERFECTLY AT THEIR LIFESTYLE
IT'S THEIR CHANCE TO CHANGE
OUR COMPETITORS ARE IMPLEMENTING AN ATTACK STRATEGY AGAINST US; TRYING TO COPY OUR BENEFITS
The competition energize us, and we provide the best offer in Europe
CONSUMERCOMPETITORS COMMUNICATE THAT THEY HAVE AN EXCELLENT MORTGAGE ON THE MARKET, AND TRY TO ATTRACT YOUNG CUSTOMERS
One of the largest national player but lacks the best service/capabilities
Top-tier middle market bank with well-regarded capabilities
Serves lower end of middle market
Effective national sales force
TIME OF FUN IS FINISHTIME OF LIVE START
CONSUMER LOOK COMPETITORS ALWAYS WITH DISTRUST AND SUSPICIONWHEN WE TALK ABOUT MORTGAGE
THEY WANT ONLY TRAVELLING, SPORTING, DRINKING, FUN; BE FREE
ANY BANK MEANS RESPONSIBLITY AND OBLIGATIONS
THEY ARE UNDECIDED IN CHOSE A BANK
COMPETITION IS VERY STRONG, BUT WE HAVE THE RIGHT STRATEGY TO COMPETE AND WIN;WE WANT TO ATTACK NLB BANK AND KOPER BANK FOR STRENGTHEN OUR MARKET SHARE
When it is time for change then it is the time for change and that time is now.
DON'T HAVE RESPONSIBILITY
LIKE TO LIVE WITH PARENTS
THIS MEANS REALLY LIVE MY LIFE?
WE WANT GIVE OUR CUSTOMERS THE OPPORTUNITY FOR...
HAVE THEIR OWN HOUSE WITH THEIR OWN FAMILY
BUT PARTICULARLY THE POSSIBILITY TO EXPRESS THEIRSELF
THE FEATURE OF OUR MORTGAGE IS:
Future Bank Mortgage fits perfectly at their lifestyle and their needs then any other mortgage offered by the others banks
WHY CUSTOMERS SHOULD BELIEVE IN OUR PROMISE?
WE ARE THE FIRST BANK IN SLOVENIA
WE HAVE THE BEST OFFER THROUGHOUT EUROPE
WE WANT TO SOLVE THEIR PROBLEMS AND FULFILL THEIR NEEDS WITH OUR ADAPTABLE MORTGAGE
OUR CLIENTS HAVE ALWAYS BEEN SATISFIED BY OUR SERVICES
THEY CAN CHECK IN OUR FORUM WITH OVER 90,000 POSITIVE REVIEWS FROM OUR CLIENTS
THE PERSONALITY OF OUR BRAND:
When you think about Future Bank, the first thingh that come into your mind is Mortgage for young
MORTGAGE FOR YOUNG
SIMPLY THE ADAPTABILITY OF OUR MORTGAGE TO THEIR NEEDS AND LIFESTYLE
What main point do the customers want take away from the communication?
OUR PURPOSE IS THAT THEY CHANGE THEIR ATTITUDES AND COME IN OUR BANK ASKING INFORMATION!
TO MOST EFFECTIVELY REACH THE CONSUMER WITH A BELIEVABLE AND PERSUASIVE MESSAGE, CONTACT POINTS MUST BE CONSIDERED
Contact point are really important, because is the method a customer uses to communicate with a company.
OUR CONTACT POINTS ARE:
PUT ON FACEBOOK
FOLLOW US ON TWITTER
SIX DIFFERENT SOCIAL NETWORK
DOWNLOAD THE APP FUTURE BANK FROM THE APP STORE OR GOOGLE PLAY STORE
THE APP INCLUDE INFORMATION ABOUT FUTURE BANK, OUR OPENING HOURS, OUR NEWS, OUR OFFER, POSSIBILITY TO CHECK YOUR BANK ACCOUNT, NOTIFICATION AND A SERVICE CHAT AVAILABLE 24H FOR ALL YOUR QUESTION
CONSUMER CAN COME IN OURS BANKS FOR ASK INFORMATION. OUR STAFF WILL BE PLEASED TO SHOW AND EXPLAIN OUR OFFER. WE CAN ALSO MAKE A SIMULATION OF MORTGAGE
A kiosk in the major squares and major exhibitions in Slovenia with interactive computer, equipped with a touch-screen, that offers customers several service options including product information, ability to make a purchase, and review of a customers account.
Customers seeking to make purchases or have a problem solved may find it more convenient to do so through phone contact. Future Bank have a dedicated call center handles all incoming customer inquiries.
WE WILL ACHIEVED OUR TARGETS WHEN WE WILL CHANGE HABITS OF YOUNG SLOVENIAN AND WHEN THE PERCENTAGES OF YOUNG PEOPLE WITH MORTGAGE REACH THE 25%
What research should be conducted in the future in order to build a more perfect strategy?
How the consumer reacted at this kind of offer?
Have they bought the promise of the product?
Are they buying the product?
Are they satisfied?
THE OPINION OF CUSTOMER IS IMPORTANT, WE CAN EVALUATE AND IMPROVE OUR SERVICES AND FURTHER REFINE THE STRATEGY
IF COMMUNICATION IS SUCCESFUL, ONE YEARS FROM NOW THE CONSUMER WILL PERCEIVE THE PRODUCT AS THE MORE FLEXIBLE COMPARED TO THE COMPETITION
This is our strategy:From now the youth can have the possibility to have an adaptable mortgage, without losing their freedom!
YEARS OF PEOPLE WITH A MORTGAGE IN FUTURE BANK