Power Marketing

Here's an example of a big bank (CIBC) building relationships. Contrast that with the usual corporate approach of focusing on branding.

I believe that relationships beat branding in terms of marketing payback. Yet most corporations focus on branding because it is trendy, sexy and expends much more money. Branding allows the corporate folks to reamin aloof and safe. Relationship building requires personal commiments.

So, I'm impressed when a big bank works to build relationships at the branch level. They can't build relationships at the corporate level.

Look at this flyer from the local branch of the CIBC. They are inviting local families to get their photo taken. It's free. It's good relationship marketing and it clearly identifies their target market - local families.

Congrats to CIBC bank. Banks need to realize that they have a corporate brand and a branch (small business) relationship with clients. They need to leverage both connections.


PS: I'm even more impressed because I received two follow-up reminders about this photo day at the CIBC bank. A second flyer arrived by regular mail AND I received a voice message on my phone. WOW! A big bank learning how to market to people.


George Torok Keynote Marketing Speaker Co-author of Secrets of Power Marketing
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Who would have guessed that this ad is from a credit union?

It's bold, edgy and maybe even offensive.

I like it. It's about time that the credit unions are leveraging their strengths over the big bad banks.

This was the cover page of an insert in the local newspaper.

When you opened it, the next page boldly stated.


"Actually, at FirstOntario Credit Union, you are an Owner."

I love it because it smacks the banks in their face - and who really loves the banks?

The headings on this page read:

Now you can bank where you have a voice.

Member privileges, because you're an Owner.

That was followed by customer (owner) testimonials that read:

"If I owned my own bank, I'd stop nickel and diming."

"If we owned our own bank, we would treat customers as people not profit centres."

"If I owned my own bank, I'd help customers, not bankers build their nest eggs."

Tip of the hat to FirstOntario Credit Union.

I suggest that you be bolder and promote your difference from the banks.

Show a picture of the bank's office tower - then a picture of your office cottage.

Print the salaries of the banks executives - then your executives.

List the board of directors of the banks - then your member directors.

My message to credit unions - stop hiding. Step out and offend the banks. People will love it.

Check out First Ontario Credit Union.