This presentation was delivered to the Tennessee Bankers Association on 3-15-2011. Recent shifts in the economy and regulatory landscape have presented financial institutions with a series of new and difficult challenges. At the same time, these shifts have introduced a series of new opportunities for marketers who are able to recognize them and respond accordingly. Joe Sullivan, CEO of Market Insights, leads this day-long marketing workshop that will introduce attendants to not only the concepts of research, refine, and reposition, but also to actionable next steps to be applied at their institution. This workshop will highlight industry trends and pressing issues; introduce attendants to a process that can be applied in a variety of markets—urban, suburban, or rural—and situations across the state; and explore several case studies and examples of institutions that have followed this approach in developing effective marketing strategies.

1. Research Refine & Reposition three steps to a more effective marketing strategy in today’s marketplace JOE SULLIVAN| MARKET INSIGHTS © 2011 Market Insights

2. rethink © 2011 Market Insights

3. Restating the Obvious: THE WORLD HAS CHANGED so have your customers, your markets, your competition, your challenges, and your opportunities © 2011 Market Insights

4. “ Americans’ Confidence in Banks Not Improving” July 23, 2010 © 2011 Market Insights

5. Source: Associated Press, Economic Stress Index , December 2010 © 2011 Market Insights

6. Source: Mint.com “ How do Americans feel about the Recession?” October 27, 2010 © 2011 Market Insights

7. Source: 2010.Census.gov 2010 Census Data © 2011 Market Insights

8. “ The current financial crisis has saddled banks with many burdens, not the least of which is a wave of government regulation not seen since the 1930s.” Source: ‘Riding the Regulatory Wave’ BAI Banking Strategies - September 1, 2009 © 2011 Market Insights

9. Meanwhile, Consumer Expectations are Growing Brands are barely keeping up with consumer expectations now. Every day consumers adopt and devour the latest technologies and innovations, and hunger for more. Smarter marketers will identify and capitalize on unmet expectations. Those brands that understand where the strongest expectations exist will be the brands that survive - and prosper. From: ‘10 Branding and Marketing Trends for 2010’ By: Robert Passikoff, President of Brand Keys © 2011 Market Insights

10. What is the single biggest change you’ve seen in your markets? Write it down: © 2011 Market Insights

11. How will you respond? © 2011 Market Insights

12. “ Community and regional banks face a series of daunting challenges, but there is ample opportunity for those that pursue strategically aggressive approaches in marketing and branding and that differentiate meaningfully . These banks will break out of the sea of sameness and become leaders in the community banking landscape.” David Ascher, Transom Consulting Group © 2011 Market Insights

13. taking advantage of opportunities requires strategic choices and strategic action © 2011 Market Insights

14. 1. Research 2. Refine 3. Reposition three steps to taking advantage of opportunities in today’s marketplace JOE SULLIVAN| MARKET INSIGHTS © 2011 Market Insights

15. Research know your market & know your customers © 2011 Market Insights

16. How much do you really know? © 2011 Market Insights

17. © 2011 Market Insights psychographics demographics competition product usage & demand

20. Shelby at 10 th - East Nashville © 2011 Market Insights

21. 6150 Poplar Avenue - Germantown © 2011 Market Insights

22. US 11 at Paul Huff Pkwy - Cleveland © 2011 Market Insights

23. Demographics © 2011 Market Insights

24. Psychographics © 2011 Market Insights

25. Psychographics © 2011 Market Insights

26. Competition talk about your © 2011 Market Insights

27. 1-Year & 5-Year Projections © 2011 Market Insights

28. Projections: Product Breakdown © 2011 Market Insights

29. “ The true power of research is in the insights and action.” Jeff Rosenblum, “Why data is ruining this industry” Ad Age, March 2011 © 2011 Market Insights

30. Refine make choices © 2011 Market Insights

31. Name one company that serves a specific segment of the market Share with your neighbor: © 2011 Market Insights

32. Targeted Marketing JOE SULLIVAN| MARKET INSIGHTS to reach consumers based on various traits such as demographics, purchase history, or observed behavior © 2011 Market Insights

33. Targeted Marketing JOE SULLIVAN| MARKET INSIGHTS the act of making the right offers to the right customers at the right time © 2011 Market Insights

34. Targeted Marketing JOE SULLIVAN| MARKET INSIGHTS the alignment of marketing efforts with the benefits sought by individual market segments © 2011 Market Insights

35. We are the bank for ___________. © 2011 Market Insights

36. We are not the bank for ___________. © 2011 Market Insights

37. New Account Openings by Segment © 2011 Market Insights

38. Channel Usage by Segment © 2011 Market Insights

39. Reasons for Switching by Segment © 2011 Market Insights

40. “ ING Direct has built the fastest-growing bank in America by saying no. When customers ask for a credit card, the answer is no. When they ask for an online brokerage, the answer is no. When they ask if they can open an account with a million dollars in it, the answer is no. ING wants to keep things simple. That’s why the bank offers just a few savings accounts, certificates of deposit, and mutual funds – and that’s it. “ Jason Fried & David Heinemeier Hansson, Rework © 2011 Market Insights

41. What are your bank’s strengths? Write it down: © 2011 Market Insights

42. Which of those strengths are currently unique ? Write it down: © 2011 Market Insights

43. Are any of those irreplicable ? Write it down: © 2011 Market Insights

44. It’s all about focus and choices : targeting specific market segments who live in a defined geographic market area, that have certain delivery channel preferences & product needs , and can easily see and value how we’re different from our competition. © 2011 Market Insights

45. (Re)position take action © 2011 Market Insights

46. alignment customers needs values preferences products delivery channels messages people services experience © 2011 Market Insights

47. “ One of the most powerful principles in building a brand is focused alignment. The result of alignment is coherence; the result of non-alignment is wasted resources.” Marty Neumeier, Zag © 2011 Market Insights

48. characteristics of strong positions: strong positions are differentiated & relevant ; they communicate value in a meaningful way; and they inform the entire customer experience. © 2011 Market Insights

51. strong positions are not generic, broad, hollow, easily replicable, easy to develop, or easy to deliver. © 2011 Market Insights

52. If your bank’s brand were a famous person, who would it be? Write it down: © 2011 Market Insights

53. If your bank’s brand could be any famous person, who would it be? Write it down: © 2011 Market Insights

54. What action steps will need to be taken to move from your current position to your refined position? Share: © 2011 Market Insights

58. “ I don’t think you can be very successful in leading your company on a path to growth if you don’t pay a lot of attention to the market you serve and how your company markets itself…a leader’s vision for the future of the company must be based on a clear understanding of what is happening in the marketplace.” Ray Davis, CEO of Umpqua Bank © 2011 Market Insights

59. thank you. © 2011 Market Insights

60. contact: [email_address] twitter: @mi_sullivan 800-348-0220 | 312-961-0188 www.for market insights.com © 2011 Market Insights

61. view & download this presentation with slideshare: www.slideshare.net/marketinsights © 2011 Market Insights