Pub. 5 Issue 3

17 A t this writing, the coro- navirus pandemic con- tinues in full swing, a $2 trillion stimulus package is slated for approval soon by our federal lawmakers, and Penn- sylvania’s 100-plus community banks are hunkered down, feverishly working to balance safety and service for their cus- tomers, co-workers and community. Not exactly another day at the office. Thankfully, common sense — that in- creasingly rare element of human nature — is richly embedded in the hometown banker’s DNA and it helps to chase the shadows of uncertainty during times like these. Few decision-shaping algorithms have ever trumped common sense. But for those searching for more programmatic practices to help sustain both safety and service during times of crisis, here are some recommendations from our com- munity bank marketing professionals. Keep Your Communications Plan Framed but Flexible Painful as it may be, the coronavirus experience has delivered some valuable les- sons for community bankers. Not the least of which is to have a well-framed emer- gency communications strategy in place and ready to deploy at a moment’s notice. Understand that no planwill be perfect. All require on-the-fly content adaptations to address ever-changing news, policies and crisis circumstances. So, stay flexible on the messaging. But it is vital to have the core framework, tools and technology ready to roll out rapidly. Be trigger-ready. Time Is Trust We all saw how fast this COVID-19 crisis blew up. When the crud is flying at the fan, there’s no time for the usual meetings and rounds of approvals before production and dispatch. Being one of the first out there in the community with a meaningful message also serves to keep you first in minds and hearts — not to mention future decisions on where to bank. People in home communities like the ones we serve have strongmemories— they don’t quickly forget about the caring words and advice of a foul-weather friend. Time may be money when the sun is shin- ing, but in a crisis: time is trust. Showcase Your ONLINE Products Nobody likes a business that exploits emergency situations. But let’s face it, during times of homebound isolation, you can make a lot of local lives better if more customers (and prospects) had your online banking services at their fingertips.Don’t be shy about marketing them. In your communications — traditional print and broadcast, or tightly-targeted digi- talmedia—frame the appeal by the fact that “You finally have enough time to learn how easy it is to bank online with our bank. So, let’s do it!” Clinging to paper transactions is often motivated by fear of change. Even the biggest technophobeswill see thewisdomof 24/7 access once they get past their underly- ing apprehensions and give it a shot. To mollify resistance points, stress the fact that it’s easier than many folks initially thought, givenyour simple step-by-step sign- on pathway — there’s no rush, no “timing out” and no chance of personal embarrass- ment. To convey the ease of your online banking, do a simple video that shows them the step-by-step process. If you want to nail it, scroll anumber at the bottomof the screen that they can call (during regular business hours) for friendly human help from your Pandemic Perspectives: Safety, Service and Smart Messaging During Times of Crisis BY MICHAEL C. KEENAN, PRESIDENT KEENAN-NAGLE ADVERTISING, INC. ALLENTOWN, PA