Experience is a wonderful thing, isn’t it? Like right now, I’m experienced enough to know that in a week or so, I will be feeling a swirl of emotions; everything from extremely proud to downright sorrowful as I drop my second child off at college. How do I know I will feel these things? Well, two years ago at this time of year, I dropped my first child off at college; and I cried all the way through Wyoming and half of Colorado afterward. It doesn’t help that my children keep picking universities that are 1800 miles away from me.
So, what does any of this have to do with marketing? Maybe you’re thinking this is the stuff Hallmark commercials are made of. And while that’s true, I was thinking more along the lines of my bank. You see, my bank knows me and my situation. Starting at the beginning of this year, my bank has sent me several nice little reminders that perhaps I may want to look at their student loan options. They also made it easy for me to set up accounts for both of my daughters that are tied to mine, giving me an easy way to make sure they are taken care of, even though they are miles away from me. And, as an added bonus, they have a branch located on campus.
With the way banking is nowadays, you may never physically see your customer or member, but it still doesn’t mean you can’t know them. Data is a beautiful thing. Use it to your advantage to zero in on what your customers really need and/or want. They will love you for it. Because, don’t we all get tired of seeing the same old ads over and over again for products we will never buy or use?
So, save your customers some tears, whether it be literally or figuratively, and get to know them. It’s all in the data, I promise.