Befriending the Bank
Pearson again emphasized the importance of knowing your product, this time with an emphasis on understanding the pricing of electronics and its realation to quality. "Know the ingredients that make the price point," he said. "There are many electronics to choose from—know the best value of a product at the best price."
Ideas For Use
Pearson suggested a number of items, such as smart phone accessories and computer-cleaning tools, which could be used to promote banking products like a mobile app or worry-free banking. He also mentioned providing USB drives with web keys that auto-launch the company's website whenever used.
For financial businesses that are very consumer-oriented, staff uniforms can be as important as the sign out front for establishing a brand.
What To Pitch
Necessity for the brand. "The financial organizations main reason for purchasing garments is to quickly identify their associates with the patron using their service," said Taraynn Lloyd, marketing director for Edwards Garment, Kalamazoo, Mich. She explained the apparel provides a professional appearance for their associates and establishes the company's brand.
What To Know
"What I would suggest is that uniforms or image apparel are styles that associates 'have' to wear and are not necessarily something they 'want' to wear," said Lloyd. "Knowing this, showcase styles that are appealing to the end-user, or are more retail-inspired. Look for fashion items that blend the institution's colors with the professional service they are providing," she explained. "Take a couple of styles in to have the associates look and feel the fabric. If they feel good about the selection process, then they will feel great about wearing them to work."
Ideas For Use
Lloyd pointed out pants (navy, black or charcoal), woven skirts (white, blue or grey in addition to the aforementioned colors), and sweater- or high-button vests as examples of typical financial uniform items. "The vest and woven shirts are always are embroidered with the financial institution's logo to assist with building their brand," she said. "They can add color with a tie or scarf."