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Session Description:
This
presentation will describe the key
approaches to generating new,
profitable consumer and small business
deposit accounts through highly
targeted and segment-tailored direct
mail campaigns.
Participants will learn about how to
measure the results of direct marketing,
including the use of properly defined
control cells, account life time value,
and campaign return on marketing
investment.
Actual case study campaigns will be
presented for consumer cross sell
and prospect acquisition, small
business, and new mover campaigns.
Participants will learn how to test
similar approaches at their banks to
validate the advanced segmentation that
is critical to success.
This session is appropriate for senior financial services
executives with responsibility for Consumer and Small
Business Marketing,
Direct Mail Marketing, Retail Banking, Marketing,
Market Research and Strategy Teams.
About Robert Tetenbaum:
Bob is a co-founder and
executive vice president of First
Manhattan Consulting Group. Since 2002,
he has co-lead the firm's Marketing
Services Practice, which helps clients
significantly increase the efficiency
and effectiveness of direct marketing,
sales staff, call center agents and web
sites by implementing FMCG’s Financial
Personality®-Based Marketing System.
Bob has been an invited speaker at
conferences for the American Banker's
Association, the Bank Administration
Institute, the Best Practices in Retail
Banking conference, the Direct Marketing
Association, the Federal Reserve, the
Financial Executives Institute, the
National Corporate Cash Management
Association, and the New York Cash
Exchange. He has had articles published
in The American Banker, Corporate
Cashflow Magazine, Magazine of Bank
Administration, and International
Correspondent Bank Magazine.
Bob has an MBA in Computer Applications
and Information Systems from New York
University (With Distinction) and a B.S.
in Accounting and Management Information
Systems from the Wharton School of the
University of Pennsylvania (Dean’s
List).
About
First Manhattan Consulting Group:
FMCG provides consulting and advisory
services on a wide range of top
management issues. Our unique mix of
strategy, finance, technology,
productivity, and other skills have
allowed us to:
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Discover new insights on the drivers
of shareholder value
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Develop benchmarks for key lines of
business, including perspectives on
achievable ROE and growth
-
Design new approaches to calculate
capital adequacy and capital
allocation
-
Document and implement "best
practices" for post-merger
consolidation and bankwide
productivity programs
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Introduce a range of Financial
Personality® - Based marketing
approaches that have altered
customer acquisition and service
delivery paradigms in financial
services
www.fmcg.com
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