Bank marketers to be brought to account at Mumbrella360
Bank marketers will be lambasted in a tongue-in-cheek session at this year’s Mumbrella360 conference.
In a session titled “’Dear bank marketers…’ A letter of complaint from John Citizen”, Matt Granfield, manager of marketing at Queensland-based Heritage Bank will claim that bank marketing is “woeful”.
Among the banking blunders Granfield says he will be covering include:
- Westpac’s patronising banana smoothie debacle:
- ANZ switching from its ‘Barbara’ commercials to Simon Baker talking like an American:
- CBA appointing an American ad agency
- NAB promising to be ‘different’ and then being exactly the same
- How social media has turned from a promising customer feedback channel into a gigantic whingefest
Granfield – who proposed the presentation as part of Mumbrella’s callout for curated sessions – will also attempt to set out what could be done better and lessons all marketers can learn from the banks’ successes and failures.
Mumbrella360 takes place on June 6 and 7 at the Hilton Hotel in Sydney.
Over the coming days Mumbrella will be revealing details of individual sessions at Mumbrella360. Details of those announced so far – plus a $600 discount for those who book before the end of April – are available on the Mumbrella360 website.
Banks should be made to declare the actual interest rate on purchases on all advertising for credit cards in rather large print not in the small print. The Citibank TV special offer advert irks me. They prey on the ill informed. While they go on and on about the 1.9% on balance transfers, in the small print for one second appears the actual interest rate. They say you will save a thousand dollars (not if you make purchases on the card!). People are just better off taking a low interest card in the first place rather than a higher interest card with a low interest balance transfer option. The other gripe I have is with those fast cash loan advertisements. You would think the cash is for free, nowhere is the interest rate on repayments declared. The impression they give is that the money is for free. No wonder so many Australian end up caught in a cycle of debt. I think this should be regulated.
As it happens, banks can produce some great ads – http://youtu.be/M9v9HpR4qTU
Hadley think your mixing up a great idea with great advertising
What about the bank cmo that awarded the account to his push bike buddy?
Bonded in lycra? Freud would enjoy the whole urban cycling/cafe/lycra/men phenomenon.
first of all, who the hell has ever heard of Heritage Bank? rather than lecture the industry to which Matt’s a rank newbie, he might like to get some marketing runs on the board instead of spending time promoting himself at trade events
secondly, Matt, you’re a marketer now not a journo, and no marketer likes the fact that you feel it’s ok to revisit your journo roots and step into Neil Shoebridge’s vacated role of marketing-basher extraordinaire
thirdly,while you continue to exhibit a journos well-practiced but seldom-deserved air of superiority, you have clearly lost your news sense because all of the ads mentioned above have been done to death in Mumbrella et al. Your preso sounds like it would have been relevant about 9 months ago
fourthly – social media has ALWAYS been a gigantic whingefest. It’s just taken us cynics a while to be proven correct
…in other words, you have no standing, and no credibility, to be presenting on this topic, tongue in cheek or not.
Fraser, mate, you’re spot on.
He does seem to have a great sense of humour in relation to hipster irony.
As a financial marketer I read this headline with interest….but then it was followed with a description of the actual presentation content. So done to death and so out of date.
I’m more than happy to hear about the bad advertising done by banks, as long as there’s something new to say and as long as it’s coming from an expert (which this clearly isn’t).
So the hipster guy is a bank marketing manager… very deep bro