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Quadrant 1 marketing plan. Begin with the high highs. These people have a lot of money, and a lot of it is in your bank. What is your goal for these people Retention. There is no point in marketing to them. They are maxed out. All the money they have is in your bank, and they can t give you any more. But you don t want to lose these people. They are your Gold customers. So you design a retention program for them and put them in it. Give them special bene ts that come with being Gold customers. They shouldn t have to do anything. They should be able to just sit there and let the bene ts roll in. Thank-you letters from the branch manager. Birthday cards. Greetings whenever they come into the branch each employee is taught to recognize them and use their name. The branch manager jumps up from his desk and shakes their hand whenever they come in. If he sees them waiting in a long line, he goes up to them and asks them to come to his desk, where he handles their transaction personally. I have enjoyed that treatment at my bank, and I love it. It works. I would never go anywhere else. Quadrant 2 marketing plan. These are the high lows. They have a lot of money, but your bank has very little of it. They probably have their money somewhere else. Here is an opportunity. Marketing is going to work here, because these people have assets that they can manage, with your help. You might tell them the bene ts that come with Gold status at the bank, and show them how easy it would be to reach Gold status by shifting deposits, buying mutual funds, or engaging in other activities that would bene t them. Quadrant 3 marketing plan. These are the low lows. Here is a group of really worthless people, as far as you are concerned. They have very little money, and they don t put much of it in your bank. Marketing to them would be a waste of your money, since they don t have much to work with. Here is a wonderful opportunity to reduce your marketing expenses. These are 44 percent of the bank s customers. Spend your money somewhere else. You will have money left over to concentrate on the other quadrants. Quadrant 4 marketing plan. Here is a really interesting group: older people with a lot of money in your bank, but relatively low incomes. Who might these people be They are mostly retired, of course. They have worked all their lives and they have saved
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(or they inherited money), and they have something to show for it. So what should you do Well, in the rst place, you don t want to lose these valuable people, so you try to get inside their heads and think as they do. Focus groups would help here. Many of them will need help with their wills. This is a free service that you can provide for them. The bank might be the executor if they have no one else. Most of them are not interested in getting rich fast; they just want to keep what they have. Long-term care insurance would be an obvious offering if you handle insurance. If they are in anything risky, talk to them about moving into something more stable, so that you don t lose them in a downturn. Become their nancial adviser. These may not be the best quadrant plans in the world, but they illustrate the power of this technique. They show what you can do with your customer base to make it come alive and to let you direct your efforts to areas where you can make more money for your company and make your customers happy at the same time.
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