CIBC Bank Building Customer Relationships

Here's an example of a big bank (CIBC) building relationships. Contrast that with the usual corporate approach of focusing on branding.

I believe that relationships beat branding in terms of marketing payback. Yet most corporations focus on branding because it is trendy, sexy and expends much more money. Branding allows the corporate folks to reamin aloof and safe. Relationship building requires personal commiments.

So, I'm impressed when a big bank works to build relationships at the branch level. They can't build relationships at the corporate level.

Look at this flyer from the local branch of the CIBC. They are inviting local families to get their photo taken. It's free. It's good relationship marketing and it clearly identifies their target market - local families.

Congrats to CIBC bank. Banks need to realize that they have a corporate brand and a branch (small business) relationship with clients. They need to leverage both connections.


PS: I'm even more impressed because I received two follow-up reminders about this photo day at the CIBC bank. A second flyer arrived by regular mail AND I received a voice message on my phone. WOW! A big bank learning how to market to people.


George Torok Keynote Marketing Speaker Co-author of Secrets of Power Marketing
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Why are Credit Unions so Timid in Their Marketing?

Who would have guessed that this ad is from a credit union?

It's bold, edgy and maybe even offensive.

I like it. It's about time that the credit unions are leveraging their strengths over the big bad banks.

This was the cover page of an insert in the local newspaper.

When you opened it, the next page boldly stated.


"Actually, at FirstOntario Credit Union, you are an Owner."

I love it because it smacks the banks in their face - and who really loves the banks?

The headings on this page read:

Now you can bank where you have a voice.

Member privileges, because you're an Owner.

That was followed by customer (owner) testimonials that read:

"If I owned my own bank, I'd stop nickel and diming."

"If we owned our own bank, we would treat customers as people not profit centres."

"If I owned my own bank, I'd help customers, not bankers build their nest eggs."

Tip of the hat to FirstOntario Credit Union.

I suggest that you be bolder and promote your difference from the banks.

Show a picture of the bank's office tower - then a picture of your office cottage.

Print the salaries of the banks executives - then your executives.

List the board of directors of the banks - then your member directors.

My message to credit unions - stop hiding. Step out and offend the banks. People will love it.

Check out First Ontario Credit Union.

Cheeky TV ad from First Bank

I like this TV ad from First Bank. It's cheeky, funny and memorable.

It also pokes fun at self annointed experts and motivational speakers. Those are easy targets that very few people will get upset about. I'm called a marketing expert because of my bestselling book and satisfied clients. And I've been described as a motivational speaker so many times that I finally just accepted the label. Yet I wasn't offended by this ad because I recognize the truth in it. The lesson for marketers: It's effective to take a position and be cheeky. And stating the obvious can be a refreshing marketing approach.

Notice that this ad didn't say anything about the features and benefits of working with First Bank. It simply implied that they have a sence of humor, are down to earth and easy to deal with. Hmm, pretty distinctive for a bank. Two thumbs up for this advertisement and the First Bank.

2 Banks, 2 Mistakes, 2 Entirely Different Responses

I visited two banks in the same day with two difference problems and the reception was very different.

Both banks had made major errors with my accounts. But they seemed to approach things differently.

The teller at the Blue bank searched her records on the computer. She asked me a few questions and then stated, “I think I see what happened.” She then asked me to wait a few minutes while she went to speak to a loan’s officer. She apologized.

She returned a few minutes later and said that the loan’s officer asked for me to wait a few more minutes because he wanted to see me.

Sean, the loan’s officer, invited me into his office and explained what had happened and how he would fix it. He apologized. He showed what he did on the screen and gave me a printed confirmation. He handed me his card and suggested that I call him if there were any further questions or problems.

I left the blue bank thinking, Wow. They fixed their mistake quickly. They apologized. And I felt like they were on my side.


Contrast that with the red bank.

Their error was older and not immediately apparent on their computers. So I relayed the details. It was clear to me that the teller did not believe me but at least she spoke to another person about my issue.

The other person – I don’t remember her name or title - met me in the middle of the lobby. She seemed intent on flipping through an outdated paper file. I stated my case. She repeated what appeared in her file. I stated that the file was wrong. Her reply, “I highly doubt it.”

She had just called me a liar.

I ignored her slight and the conversation continued.

“There is an error in your files and I want it corrected.”

“That can’t be done.”

“If the error was made it can be corrected.”

She did not apologize.

But she did offer to give this matter to the branch manager who would not see this file until Tuesday next week. Curious choice of words.

None of that was encouraging. Let’s see what happens on Tuesday.

I left the red bank thinking that I have a battle ahead of me. I hunted for a business card of the branch manager and flipped it over. It said, “Service Excellence”. Let’s see if they mean that.

Do Banks Make Mistakes?
Of course.

How quickly do they admit those mistakes and fix them?

It depends on the bank. So far the score is blue bank one and red bank zero.