Find more research briefings, charts, and infographics on youth marketing here: http://www.youthresearchstore.com/ Youth marketing for banks: peer recommendation and customer service Overview Youth marketing through advertising campaigns and creating sub-brands is not effective for banks. Banks need to focus on generating Earned Media through peer recommendation. This briefing answers these key questions: 1. Why is peer recommendation key in youth marketing? 2. What role do teens and students play in generating recommendation for banks? 3. How does customer service affect growth in terms of deposits and brand value? Table of Contents 1. Cover 2. Licensing and copyrights 3. Executive summary 4. chart - Unresolved issues cause switching 5. chart - Peer Recommendation: The Source Of Influence That Matters 6. chart - Promoters own more products and refer more often 7. chart - Teens and students are more likely to recommend banks 8. chart - Customer service key factor in feedback 9. chart - High NPS leads to stronger growth 10. case study - High NPS leads to high brand valuation for TD Bank 11. Need more insights and data? The research briefing is available here: http://www.youthresearchstore.com/collections/marketing-1/products/briefing-youth-marketing-for-banks-peer-recommendation-and-customer-service

1. New research briefing by Ghani Kunto
mobileYouth www.mobileYouth.org
MOBILEYOUTH ®
youth marketing mobile culture since 2001

2. Better rates won’t attract youth
MOBILEYOUTH ®
youth marketing mobile culture since 2001

3. Better rates won’t attract youth
neither would an edgy campaign
MOBILEYOUTH ®
youth marketing mobile culture since 2001

4. Better rates won’t attract youth
neither would an edgy campaign
or a youth sub-brand
MOBILEYOUTH ®
youth marketing mobile culture since 2001

5. Youth don’t listen to advertising
MOBILEYOUTH ®
youth marketing mobile culture since 2001

6. Youth listen to their friends
Which media do you trust?
Peer Recommendation
Brand Sponsorship
Television Ads
Magazine Ads
Billboard Ads
Mobile Phone Text Ads
net trust index % -40% -20% 0% 20% 40%
source: mobileYouth via Nielsen 2010
MOBILEYOUTH
youth marketing mobile culture since 2001
®

7. Recommendation comes
from customer experience
75%
of all customer interaction
is Customer Service
source: mobileYouth via Gartner 2012
MOBILEYOUTH ®
youth marketing mobile culture since 2001

8. Teens and students are
more likely to recommend banks
than their older, working peers
MOBILEYOUTH ®
youth marketing mobile culture since 2001

9. Growth comes from recommendation
not advertising
MOBILEYOUTH ®
youth marketing mobile culture since 2001

10. Find out more in the latest briefing:
Youth marketing for banks:
peer recommendation and customer service
MOBILEYOUTH ®
youth marketing mobile culture since 2001

11. Rediscover youth marketing
Books & other writing by Ghani Kunto
available in the Youth Research Store
MOBILEYOUTH ®
youth marketing mobile culture since 2001

12. a mobileYouth® company
The Youth Research Store
Offering you:
* Infographics
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* Mobile money
* Emerging markets
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* New apps and services
* Youth mobile behavior
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MOBILEYOUTH ®
youth marketing mobile culture since 2001