This document discusses marketing communications strategies for banks during economic crises and opportunities for promoting energy efficient financial tools. It notes that while some banks cut advertising budgets during the 2008 recession, others changed tactics to maintain messaging. For energy efficient building loans, the document recommends stressing benefits, providing support, and educating customers. In Macedonia, bank advertising budgets declined 23% in 2008-2009 without specific promotions for energy efficiency loans. Moving forward, mass awareness campaigns combined with educational events and direct marketing could help increase energy efficient building financing.
Marketing Communications for Energy Efficient Building Finances
1. The Challenges of Marketing Communications:
Opportunities for Energy Efficient Financial Tools
Ass. Prof. PhD Ilijana Petrovska, Prof. Dr. Marjan Bojadziev
and Makedonka Dimitrova
University American College Skopje - Macedonia
2. Why are there bank robbers?
Bank ads make it seem
like it's easier to just walk in
and get a loan.
University American College Skopje - Macedonia
3. WE NEED TO CARE
University American College Skopje - Macedonia
4. Introduction
– Banks’ Marketing
communications
during crisis
– Changes in marcom
approach
– Opportunities for EE
buildings financing
instruments
University American College Skopje - Macedonia
5. Banks MarCom during Crises
• Advertising Budget
• Communication’ s
approach
• Product offer
• Marketing
communications’ mix
• Media usage
• Customers
• Employees
involvement
University American College Skopje - Macedonia
6. Marcom during crises
• Ogilvy (1985) presents the results from the
recessions from 1974, better profit for those
who didn’t cut the Adv. budgets
• Crises in 2008/2009 decreased the ad budgets
of top 10 banks (AdAge Data center)
University American College Skopje - Macedonia
7. Change of the approach
• Some banks, changed the communication tactics and
did not decrease their voice (Bulik, 2009)
– Charles Schwab customize towards the customers
– JPMorgan introduced “The Way Forward” message
– City Bank started campaign “Never sleeps”
– Credit Suisse Bank more emotional and human approach
“Delivers what really matters”
University American College Skopje - Macedonia
9. Ads for EE building loans
University American College Skopje - Macedonia
10. Schneider Electric
Save 30% off your
building’s energy bill…
• Stress the BENEFITS
• Provides additional free
support
• EDUCATE
• Online contact and lot
of information
University American College Skopje - Macedonia
11. Media spending change
MEDIA 2009 vs. 2008 year 4th quarter 2009 / 2008
TELEVISION - 9,5 - 2,4
MAGAZINES - 17,4 - 11,5
NEWSPAPERS - 19,7 - 8,9
INTERNET 7,3 - 2,1
RADIO - 20,3 - 12,5
OUTDOOR - 13,2 - 5,4
Source: Kantar Media
Biggest decrease is for financial services,
automotive industry, local services, retail and
direct response
University American College Skopje - Macedonia
12. Employees
• Eagle (2008) stress the importance of
the bank’s employees
– Address same attitudes and customers’
concerns
– Inform customers about their security
– Persuade the customers about bank’s
security and reputation
University American College Skopje - Macedonia
15. Advertising budget in MK
• Budget
Ad Budget change
– Total advertising
budgets decreased 23%
– NO budget for EE
buildings in 2008/2009
at MK banks
no change 20-30% change
University American College Skopje - Macedonia
16. Banks Marcom mix in MK
Direct
marketing PR research
sponsorships
Promotions
Advertising
University American College Skopje - Macedonia
17. Trends in Marcom
Non-traditional media pioneering usage
– Guerilla marketing
– Digital media:
• online advertising
• social media
• E-mail direct mailings
• Mobile SMS advertising
University American College Skopje - Macedonia
18. Product communication in MK
Significant decrease in
Loans marketing
communications budgets
Media budget allocation by products type campaign for banks in Macedonia in 2007-2009
50%
46%
45%
40%
35% 33%
30%
30% 28%
25%
20%
19% 19%
20% 17%
17%
15% 14% 13%
10% 10% 10%
10% 8%
6%
5%
1%
0%
0%
Corporate Housing Loans Consumer Loans Business Loans Credit cards Deposits
2.007 2.008 2.009
Source: data provided from Zenith Optimedia group Macedonia as from 15.01.2010
University American College Skopje - Macedonia
19. EE Build Financing
Western Balkans Sustainable Energy Financing Facility
WeBSEFF Total
60,000,000
50,000,000
40,000,000
30,000,000
20,000,000
10,000,000
0
Volume of approved loans by month Cumulative loans approved Cumulative loans disbursed
University American College Skopje - Macedonia
20. EE Building financial instruments
• In the case of EE financial instruments’ marketing
communications for corporate clients the banks
orient only towards present and VIP clients
• trusted financial portfolio
• long-term relationship
• client growth care
University American College Skopje - Macedonia
21. EE Build financing for Citizens
• In the case of EE financial instruments’ marketing for
public consumption
• relative change of approach –in 2011
• lack of in depth knowledge of the benefits and the
payback by both banks and consumers
• minor distinction between other pure consumer
oriented loans and EE ones
University American College Skopje - Macedonia
22. What is NEXT?
• CSR BANKS
• Offering EE Building
loans
• Objectives:
– Increase Mass
AWARENESS
– Initiate ACTION
University American College Skopje - Macedonia
23. HOW?
Mass
Educational Direct
Educational
EVENTS Marketing
Advertising
Promotional Public Informative
Activities Relations Offices
Employees Word of
– Sales Mouth
University American College Skopje - Macedonia
24. Conclusion
• BANKS go into the FUTURE
• PLAN & ACTION
• TODAY
University American College Skopje - Macedonia
25. THANK YOU FOR YOUR
TIME!
petrovska@uacs.edu.mk
University American College Skopje - Macedonia
Hinweis der Redaktion
Distinguished guests,I’m Ass professor at the SBEM at the UACS in Macedonia, and Head of the Marketing DeparmentAs my previous working experience was a Marketing manager of one of the bigest Banks in Macedonia, my research interest is based on the Banks marketing communications
We wouldn’t like our banks’ ads to lie that is easy, but neither we would like to offer complicated procedures and expensive loans.It is about US. It is about our FUTURE and the BANKS MUST understand the importance of CSR – not just in a way of donating money and sponsoring their favorites football teams.
Banks must start thinking about OUR FUTURE and CARE about OUR PLANET.Therefore ENERGY EFFICIENT BUILDINGS must have appropriate PLACE and better CONDITIONS in Banks’ FINANCING instruments
This research is covering results regarding Banks’ marketing communications. The period covered is during the last financial crises from 2008.It presents different approaches, media, offerings and changes in the Banks’ marketing communicationsAt the end we will see what are the opportunities for the Banks in offering EE buildings financial instrumentsFirst passive building in Macedonia20 passive buildings with 15kw per m2 for heating = 320kw of not isolated buildings EXPRO STRUMICA
Ogilvy, the advertising guru, written in his book in 1985 about the advertising budgets during the recession from 1974. It shows that companies that didn’t cut the advertinsg budget had bigger profits than those who cut the Ad budgetsHowever the results from the 2008/2009 financial crises are showing that top 10 banks in the wolrd decreased the ad budgets for that period.
Also there are several examples of world banks that didn’t decrease their ad budgets, but they have changed their communication approach
Electric
Starting from august 2009 until November 2011 we have
Bidejkitrebada se komunicirateskamaterijanaklientite, bvankite se fokusiraatsamonavipklienti, imodzemapovekevreme- a kreirasredinanagriza za klientite- oddrugastranatoa se klientivokoi se prilicnosigurnidekakegivratatparite- tukaimasituacijananiskopoznavanjenapridobivkiteodovieproekti- DEKA SE VSUSNOST SAMOISPLATLIVI I pogolembrojnakorisnicimozatdagikoristat
Case studies- Show cases
Actions driven by cases and project replication possibilites/ Capacity building for banks’ loan officers
What is the conclusionwe need a network of diff stakeholder, therefore we are all hereTo care about our planet and The history and the research showed that they should NOT stop the communication, but they should change the approach!-offering CSR products, offering EE build loans. This will influence on Banks’ reputation for its long term sustainable developmentCommunication approach – using Educational approach to mass population and the society, using PR in cooperation with media and training the Employees
The proposed Nakheel Tower in Dubai is set to be the world’s tallest building after completion in 2020 with a total height of more than one kilometer. The mix-use development will include a harbor, a cultural podium, and residential districts in the heart of the New Dubai Development.The tower also aims for LEED Platinum certification through the implementation of a vast array of green technologies like black water treatment, storm water harvesting, reuse of fire test water, solar panels, wind turbines, and high voltage power distribution.The tower is divided into four separate towers with two slots through the height of the tower to allow wind pass through the structure. This innovative concept will reduce the wind loads and will allow for larger floor plates on the higher levels – skyscrapers usually taper towards the top due to wind forces. With more than 200 floors, the four towers will be connected by bridges every 25 floors that will serve as ‘sky-lobbies’ and recreational areas that will include restaurants, parks, and gyms.http://www.architecture-balar.com/2010/09/1.html