Self Bank Moreworthsaving

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The third example of financial marketing that we think you should study is that of the digital bank Self Bank.

This financial institution has used social media to launch an awareness campaign on the importance of saving for Spaniards. Using the hashtag #Mástevaleahorrar, the company published three videos on the occasion of Savings Day, which is celebrated on October 31.

For this campaign, Self Bank collaborated cell phone database with the creative agency Swing Swing. In the videos you can see three types of millionaires who have the luxury of not saving, unlike the rest of us who do need to.

In addition to the videos, they also launched the campaign on Twitter. Self Bank uses humor to motivate people to save , taking advantage of the most talked about and most watched television programs in the days leading up to Savings Day.



Citibank
Citibank, for example, is diversifying its marketing for banks by creating valuable content that allows it to reach its audience: millennials. In addition to offering educational content to teach personal finance, it incorporates offers in its content. We can see this in the launch of its branded content campaigns Well + Good, Business Insider and Condé Nast.

Valuable content helps you reach your audience.

The bank is also working to create content about wellness and personal finance. But brand awareness is only one part of Citibank’s strategy; commerce plays a big role, too. Citibank uses its banner ads to track customers who end up taking up offers .

For example, next to a Business Insider article titled “5 Spending Traps to Watch Out For This Holiday Season,” there are two ads that say, “Enjoy Every Moment.” Each ad also promotes their product: a Citibank savings account.

With this example, we can see that companies in the financial sector have realized the importance of creating valuable content that meets the needs of an audience seeking help on broader and more complicated topics, such as finances. That is why they are creating publications that reach younger consumers, since there is a need for help with their finances among them.

American Express
New York-based financial services company American Express launched the Small Business Saturday campaign as a way to help local businesses recover from the crisis by increasing their sales.

The goal of this marketing strategy for banks was to help small business owners find a space to sell their products during Black Friday.

Black Friday is a time of great shopping at major retailers like Wal-Mart and Macy's, and Cyber ​​Monday is a time of great shopping at major shopping sites like Amazon.

Small Business Saturday falls immediately after Black Friday and encourages shoppers to visit small businesses in their city instead of going to big box stores.

Amex provides an interactive map that labels local businesses that accept American Express as a payment option, as well as other promotional materials. Customers and small businesses spend a lot of their time and resources promoting this event, helping to increase its visibility and effectiveness each year .

Financial marketing strategy

For the campaign, the social network Facebook was chosen as the nerve centre from where small businesses could download all the promotional material to place at the point of sale, from posters to QR codes.

In addition to Facebook, other platforms such as Foursquare, YouTube and Twitter were used. The hashtag #SmallBusinessSaturdays was used on this network. American Express invited entrepreneurs to sign up to receive $100 Facebook advertising credit .

What were the results?

Small Business Saturday has been a huge success thanks to American Express. In 2011, the campaign achieved its most ambitious goal by getting the Senate to declare Small Business Saturday an official day. This marketing strategy was able to spread across the country to encourage spending in small businesses .

In 2012, consumers spent an estimated $5.5 billion at small businesses, according to Fortune. In 2015, that number nearly tripled to $16.2 billion. In 2016, approximately 1.3 million small businesses participated in Small Business Saturday, along with 95 million consumers.

American Express offers a number of business credit cards geared specifically toward small business owners. It supports this community in a number of ways, such as the American Express Open Forum.