Challenge
Large banks all have TV screens in their lobbies, but mostly they play canned, generic ads - either animated or as static pages. We suggested to Grafton Suburban Credit Union that adding video about their members and community would differentiate them. All banks talk about caring for their customers and supporting their communities. By using video, Grafton Suburban could demonstrate in a very visible way that they did indeed care about their customers and support community organizations. "Everybody became enfranchised in what otherwise might have been an advertising program," said Ed Lopes, Grafton Suburban CEO.
Yes! MediaWorks films Grafton Suburban's major events and creates short video clips for their lobby TV. Recently, we've also been creating animated ads that feature staff members. Vicki the Auto Loan Specialist, for example, stars in ads that encourage customers to talk to her about a car loan for a new purchase, or to lower their monthly payments.
Results:
Members enjoy seeing themselves and their friends and family on the TV screens, and some return to the branches specifically to see the videos, which often starts conversations. "Every time somebody walks into the institution, it's an opportunity for us to have a dialogue," said Lopes. "More dialogues is more business." The video clips on GSCU's TV screen are "a very low-key business development opportunity which tangibly plays into the institution's financial success."
Why Yes! MediaWorks?
Lopes notes that the strength of his credit union is not in going head-to-head with larger banks that have long lists of products. Instead, it's in providing relevance for his members. That means engaging in dialogue to understand their needs, and then delivering the specific products that meet those needs.
His experience with Yes! MediaWorks has been similar. "They take an immediate, sincere interest in my business. They're not just interested in the video shoot," he said,. Yes! MediaWorks is "nimble, flexible" and they listen carefully.
"It was like that from the beginning, and that's why we chose them as a vendor," said Lopes.