The branch is experiencing a renaissance. Three out of four consumers say branch access is critical when choosing their primary bank, and Gen Z visits branches three times more frequently than Baby Boomers. As branches reassert their central role in starting and sustaining banking relationships, institutions must close the gap between marketing and branch investments.
As branch purpose shifts toward advisory consultation, the brand experience must turn every visit into greater value. Activating the branch with an intentional, best practice marketing strategy to amplify its ability to acquire new customers and cross-sell existing ones is the difference between good branch experience — and transformative performance.
This session will educate banking leaders how to:
- Evolve the branch from a transaction hub into a catalyst for acquisition and cross-sell
- Leverage the branch as a key stop of the customer journey
- Generate advertising and marketing campaigns that support growth of the retail channel
- Create effective branch marketing with right place, right message, right delivery
- Use zonal planning to choreograph the customer journey and optimize dwell time
- Optimize brand marketing opportunities to maximize communications effectiveness
- Establish a balance between print, fixture, and digital signage marketing opportunities
- Develop playlist strategies for cadence, frequency, and segmentation
