Your Customers Are Already Engaged

A bank or financial institution isn’t starting with a cold audience.

Customers are already visiting branches, using drive-through services, meeting with staff, attending appointments, and interacting with the institution in person.

That creates opportunities to communicate beyond the immediate transaction.

A customer who arrives to make a deposit may also need a loan.

Someone visiting a branch may not know about a financial service that could benefit them.

A community member passing the location may simply need another reason to think about your institution.

The physical location can become another channel for communicating those opportunities.

---

Make More of Every Customer Interaction

Financial services are built around relationships.

Customers may already trust the institution, but that doesn’t necessarily mean they understand everything it offers.

Dynamic visual communication can help bring additional products, services, and information into the customer’s awareness.

For example:

• Checking and savings products
• Loans and mortgages
• Credit products
• Investment services
• Business banking
• Financial education
• Digital banking services
• Community programs
• Events and announcements

The goal isn’t to turn every message into a sales pitch.

It’s to make sure valuable information doesn’t remain invisible simply because the customer didn’t know to ask.

---

Promote Services Customers May Not Know You Offer

One of the challenges in financial services is that the customer may not understand the full range of available services.

A person may think of a bank primarily as the place where they keep their checking account.

They may not realize that the same institution offers:

Home loans

Business financing

Investment services

Credit products

Financial planning

Other specialized services

Onsite visual communication creates opportunities to introduce those services repeatedly and visually.

The customer doesn’t have to know what to ask about before you have an opportunity to tell them about it.

---

Timing Can Make the Message More Relevant

Financial needs aren’t constant.

A customer may be thinking about:

• Buying a home
• Purchasing a vehicle
• Starting a business
• Saving for the future
• Financing an investment
• Managing seasonal expenses
• Planning for retirement

The messages displayed at a financial institution can change to reflect those opportunities.

Seasonal campaigns can replace evergreen messaging.

Community announcements can replace promotional content.

Educational information can supplement product marketing.

The communication can change as the opportunity changes.

---

Extend the Relationship Beyond the Transaction

A customer interaction doesn’t have to end when the immediate transaction is complete.

A customer who comes in for one purpose may discover another service that is relevant to them.

A visitor may learn about an upcoming financial seminar.

A business customer may discover commercial lending services.

A family may learn about mortgage or savings programs.

Dynamic communication gives the institution another way to keep those possibilities visible.

Every interaction can become an opportunity for the next conversation.

---

Communicate With More Than Customers

Financial institutions also have relationships with the communities they serve.

That creates opportunities to communicate:

• Community events
• Local initiatives
• Educational programs
• Sponsorships
• Charitable activities
• Financial education
• Public announcements
• Community partnerships

This type of communication can strengthen the institution’s presence in the community without every message being promotional.

Sometimes the most valuable message is simply useful.

---

Use the Location to Build Awareness

A branch or financial-services location is also a physical brand presence.

People may pass it every day without ever walking through the door.

Dynamic visual communication can help reinforce:

Who you are

What you offer

What you stand for

How you participate in the community

Why someone should consider doing business with you

Repeated exposure can build familiarity over time.

And familiarity matters when a customer eventually needs a financial product or service.

---

More Than a Digital Sign

The opportunity isn’t simply to replace a static sign with a digital one.

A real-time visual marketing asset can serve several functions simultaneously:

Promote

Make customers aware of products and services.

Educate

Provide useful financial information.

Inform

Communicate events, announcements, and updates.

Reinforce

Keep the institution’s brand and value proposition visible.

Engage

Use relevant content to create interest and conversation.

The technology provides the communication platform.

The strategy determines what that platform accomplishes.

---

Create a More Dynamic Communication Environment

Traditional signage has limitations.

Once printed or installed, the message tends to remain until someone physically changes it.

A dynamic system can adapt to:

• Time of day
• Season
• Marketing campaigns
• Community events
• Product priorities
• Current initiatives
• Changing customer needs

That flexibility allows the physical location to remain current without continually replacing physical signage.

---

The Economics of the Opportunity

The value of visual marketing for financial services doesn’t necessarily come from one immediate transaction.

The value may accumulate through:

Greater awareness

Customers become more familiar with products and services.

More opportunities

Customers discover services they might otherwise never consider.

Increased engagement

Useful information creates additional reasons to interact with the institution.

Brand reinforcement

Repeated exposure strengthens familiarity and recognition.

Community visibility

Local initiatives and programs become more visible.

Potential revenue

Better awareness of products and services can create additional business opportunities.

The appropriate measurement depends on the institution’s objectives and the specific application.

---

Built Around Your Institution

A community bank, credit union, regional bank, and national financial institution may have very different communication needs.

The right solution depends on:

• Branch environment
• Customer traffic
• Drive-through configuration
• Viewing distances
• Location
• Audience
• Services offered
• Marketing objectives
• Community involvement
• Content strategy
• Measurement goals

There is no single financial-services display solution.

The application should follow the institution’s objectives.

---

Technology Should Follow the Strategy

Depending on the location and communication objectives, a financial institution might benefit from:

• Exterior freestanding LED displays
• Monument-style displays
• Exterior digital signage
• Interior displays
• Drive-through communication
• Multiple synchronized displays
• Networked visual communication

The appropriate technology depends on where customers encounter the message and what you need that message to accomplish.

---

Content Is the Marketing Asset

The screen is only the delivery mechanism.

What customers actually experience is the content.

Effective financial-services content should be:

Clear
Financial products can be complicated. The message shouldn’t be.

Relevant
Connect the message to a genuine customer need.

Useful
Provide information customers can act on.

Timely
Change content as campaigns and opportunities change.

Trustworthy
Maintain the professionalism expected from a financial institution.

A dynamic display with poorly conceived content is still a poor communication strategy.

The technology doesn’t create the relationship. It helps you communicate within it.

---

From Branch Sign to Marketing Asset

A financial institution’s physical locations already represent a significant investment.

The building.

The property.

The customer traffic.

The brand presence.

The community relationship.

Real-time visual marketing provides another way to extract value from that existing physical presence.

Instead of the location simply telling people who you are, it can continually communicate what you can do for them.