A global bank focuses its marketing efforts on providing support to individuals and small businesses
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From small businesses to multinationals, an engaged and relevant community can be a company’s biggest asset. In the age of social media, individuals are quick to interact with brands that show support of their lifestyles and can provide a network of people that they can plug into. With this, marketers are innovating around community-building initiatives as a means of developing a stronger brand identity that is mutually beneficial to its fans.
In the newest episode of Above the Clutter with Pete Krainik, an NBTV Studios series presented by IBM, viewers get a look into how global bank BBVA Compass takes steps to offer community-based service beyond banking. The episode follows BBVA Compass‘ CMO Jennifer Dominiquini as she outlines the bank’s commitment to customers in Houston, TX, and its initiatives aimed at expanding its financial support of individuals and small businesses:
As a part of a campaign called Random Acts of Brightness, bank employees were invited to hand out $25 gift cards to people who might otherwise lack control of their finances. This volunteer opportunity meant employees could interact with random community members, rather than customers, and empower them with knowledge about their financial habits. Another initiative led by Dominiquini, BBVA Compass worked with Houston resident David Baldwin to raise money and awareness for The Center, a facility which provides housing and support for adults with disabilities. In addition to becoming the presenting sponsor for Baldwin as he rode 3,500 miles across the country raising awareness and financial support for the campaign, some of BBVA Compass’ staff joined him on legs of the journey.
BBVA Compass is also embedding itself into the community by supporting small business. According to the US Small Business Administration, there are 28 million small businesses which account for 54 percent of all sales in the United States. Each of these store owners and operators help form the backbone of the American economy. By involving itself with the community through partnerships with the local soccer club to rebuild homes, the bank was able to revitalize the economy and spirit of the community.
“Marketing gets perceived as all talk but no action,” said Dominiquini, “If you have a big bright idea, you have to roll up your sleeves and get it done.” Though many brands are quick to organize PR stunts or slap their logo on an event page, to truly engage a new audience, and keep the attention of a loyal one, brands are continuing to focus on these tangible ways of driving impact. Indeed, brands like BBVA Compass show the value of rolling up their sleeves and injecting a personal touch into the marketing matrix.
Images courtesy of NBTV Studios
Over the next eight weeks, PSFK in partnership with NBTV Studios, will feature episodes from the Above The Clutter with Pete Krainik series, presented by IBM. We’ll get a taste of marketing and branding strategies helping to shape some of the world’s leading organizations. Learn more at ibm.com/think-cmo.