The Pickle in the Tannenbaum, or “Christmas Pickle” tradition, is a German-American practice where an adult hides a glass pickle ornament on the Christmas tree for kids to find. Whichever child finds the pickle on Christmas morning gets an extra gift from St. Nicholas or a year of good luck. Plus…it’s a pretty catchy children’s song.
OK, but what in the world does that have to do with bank or credit union marketing?
Answer: you must have something special for consumers to find. Something that rewards them for getting to know you. Something that sets you apart from every other place out there.
You must have a pickle in your proverbial Tannenbaum.
Give ‘Em the Pickle!
Yes, service can still be your differentiator. Every financial institution claims service is its differentiator…but many don’t live up to that claim. “Service” is too often a canned word (like “people” or “community”) without meaning in practice.
So, having service that goes over and beyond is truly something special.
There’s a story about a regular customer at a local restaurant. Every visit, the customer ordered the same thing and always received an extra pickle on her burger. But one day, a new employee and manager tried to charge her a nickel for the extra pickle.
She angrily left the restaurant and wrote a letter to the owner (Bob Farrell), who apologized and gave her a free coupon. He also taught all his staff from then on: "Give ‘em the pickle!"
Give away some of your gold. Don’t be afraid of providing a little extra, whether that’s a tangible gift certificate to branch visitors or intangible solutions during conversations. When “service” is just a word to your competitors, it becomes a differentiator for your bank or credit union marketing.
Pickle Your Fancy
Fun fact: On The Mark Strategies Account Executive Daniel Bradshaw is a popcorn wizard. His popcorn company Punchline produces a wide array of flavors, including a dill pickle one labeled “Pickle My Fancy.” And if you’re lucky enough to live in Ohio, he ships to you.
But this isn’t just a shameless plug for Daniel…it’s all about brand. Punchline has a fun brand that draws you in before you buy any popcorn. Can your brand have fun too? Of course…if you let it.
Many bank and credit union brands are still painfully boring. You’re a financial institution, and your branding doesn’t let anyone forget it. There’s a time for seriousness, but people enjoy having fun way more than they enjoy being serious.
Australia’s Bankwest mocks the typical financial branding in a fun commercial that highlights how it breaks the mold. Do something similar. Offer serious financial services with a fun personality, and you’ll be a diamond in the rough.
In a Pickle?
Still lacking a differentiator? Good news - it’s time for the lightning round! Here are three more value-adds for consumers to find:
- Bank or credit union marketing people love to consume (rather than simply tolerate). Think about out-of-the-box content ideas rather than generic financial articles. “How Many Tacos Could You Buy After Refinancing Your Auto Loan?” sounds more interesting than “Auto Loan Refinance Facts.”
- A great workplace culture (that you publicize). People love to do business with organizations that love their employees.
- The local treasure. Consumers are fiercely defensive about “local treasures.” For example, neighborhood schools closing down elicits a massive, negative reaction. Make yourself into a community pillar and it will be hard for a competitor to uproot you.
If you’re wondering how you can tackle some of this, wonder no more. On The Mark Strategies provides consumer experience training, bank or credit union marketing assistance and rebranding services to help you find your Pickle in the Tannenbaum. Book a free consultation today.
