On-site ATMs for local businesses are a great way for banks and credit unions to increase brand presence. But, when used correctly, they are also a step toward creating a community partnership that develops new accounts and revenue for the financial institution (FI) through Bank at Work programs. Here are a few keys to creating a successful program – using an ATM as the centerpiece of your program:
- Be Visible. It’s no secret branded ATMs stand out from the crowd – generating a higher level of trust for users and developing brand recognition. What many FIs don’t realize is that the ATM is also an excuse to make on-site visits to partners, giving your representatives the opportunity to visit with HR and employees to discuss financial planning alternatives and other promotions.
- Make Plans. Work with company representatives to plan events such as seasonal/holiday parties, financial planning classes and more to keep top-of-mind with both the business partner and employees.
- Target Better. Arrange for surveys for current and/or new employer groups to determine financial needs of employees. Use this information to create a financial education and marketing plan that better fits your audience at partner locations.
- Be Dedicated. Assign specific team members to specific locations. This technique allows branch personnel to become familiar with individual business partners and their employees – leading to higher levels of trust and commitment for all parties.
- Use ATM Advertising Space. Create brochures, screens, wraps and toppers tailored to your locations. Customized advertising shows dedication through messaging and better targets individuals by location.
On-site ATMs are a big step in the door for financial institutions – communicating to a captive audience of current and prospective account holders. Partnering these dedicated brand billboards with a fun and comprehensive, employee-focused program both serves the community and develops greater brand loyalty. These simple tips can help any FI make the best of their Bank at Work program.