If someone walked past wearing your bank’s tagline on a t-shirt, would anyone in town recognize it as your bank? For most banks, the answer is decidedly no. But there’s real value in distilling your brand down to it’s most memorable elements.
Patrick Dix spent 25 years in broadcast journalism before joining Shazam, where he’s now Vice President of Client and Association Engagement and runs the Shazam Speakers Bureau — coordinating 120 speaking events a year across the country. He joins Dan and Chris to talk about why community bankers tell incredible stories at dinner and then genericize it to “strength, trust, commitment” on their ads, and how to close that gap.
In this episode:
• The t-shirt exercise: how to boil your bank’s brand down to something your community can recognize at a glance
• The three categories nearly every community bank ad falls into
• How to not speak banker: what to do when you want to say things like “well-capitalized” and “remote deposit capture”
• Who’s your “Mabel”? Knowing exactly who you’re talking to before you tell the story
• The high school football ad that cost almost nothing and reached every aunt, uncle, and grandparent in town — plus why stories are remembered 22 times more than facts
About our guest:
Patrick Dix is Vice President of Client and Association Engagement at Shazam, where he runs the Shazam Speakers Bureau — coordinating about 120 speaking events a year and personally presenting at around 50. Before Shazam, he spent 25 years in broadcast journalism and holds a degree from the University of Missouri School of Journalism. If you attend state banking association conferences, odds are you’ll run into him soon.
Resources:
• Connect with Patrick on LinkedIn: https://www.linkedin.com/in/patrickdix/
• Shazam: www.shazam.net
• The Bank Marketing Show: www.bankmarketingshow.com
• The Bank Marketing Minute (Newsletter): www.bankmarketingminute.com
• Contact: [email protected]