It's more about people than products

Published on: July 13, 2011

James Dowd

... the move comes at a time when the banking industry is trying to reinvent itself as stable and trustworthy and re-establish personal bonds with consumers after the economic meltdown of 2008. To do so, bankers are finding that a return to the past offers the key to success in the future.

Locally owned Financial Federal last year launched its first-ever multimedia marketing campaign. The blitz celebrated the bank's 25th anniversary while promoting its personal approach to banking.

"We still believe that word-of-mouth is the best kind of marketing campaign you can have, but we wanted a way to introduce ourselves to the community after a quarter-century of being in business" said William Tayloe, Financial Federal president. "We've found it helpful to remind people that we're here and that we're focused on providing them the kind of individual attention they want from a bank." ...