Bank marketing offers challenges in the best of times. With compliance and many rules for what you can and cannot say in the industry, bank marketing can be a high hurdle to jump. Add a global pandemic into the mix and suddenly, we are forced to switch gears in a way that many of us have not experienced before. 

Our product lines are our bread and butter, but is this really the time to talk about our latest and greatest accounts that we believe separate us from the vast competition?  

Let’s be real, we all offer the same types of accounts (with varying degrees). In this time in our world, this is where the community bank has the opportunity to shine like never before. We have the ability to eliminate distractions that allow us to push towards a common goal, our communities.  

In the midst of a crisis, we’ve been given a gift with the opportunity to increase our focus on how we serve our communities and the people that make them up. Certainly most of us have reached out with additional funding to organizations supplementing food insecurities and a plethora of other worthy causes. But what about taking the time to reach out to a customer to just say, “How are you?” or “Is there anything I can do for you right now?”   

These relationships and conversations that we have the ability to foster now offer growth opportunities for everyone for the future. The word “bank” in itself says MONEY. But what really makes the greatest impact in a world of wanting more? Something money can never buy. It’s our time and compassion. The moments we take now to reach out to show who we are at our core.  

Showcase who you are. Share the stories of your people. Take the time to get to know the person who walks past you every day. These are the things that pay big dividends in the long run. Yes, you have a cool checking account. Guess what? So do we. 

Woletz is vice president marketing at FNC Bank, New Richmond and a member of the 2020-2021 WBA Marketing Committee.