Whether you live in a town where there’s a bank on every corner, or a town where there are only two banks in the whole town, you want a bank that treats you like a friend. With benefits.
At Southern Bank, that starts with being exactly who they are… Southern. Where hospitality is a given and the people behind the counter are the same ones sitting next to you at the big game on Saturday or church on Sunday. Where, when you pass at the grocery store, you say “Hey!”
More often than not, what you say tells just as much about you as how you say it.
Through strategic marketing based on the ReVision process, Carney & Co., The Marketing Innovation Agency, helped Southern Bank better communicate their unique personal and professional banking relationship style. By being better business partners with firms in their hometowns, Southern’s community involvement not only leads to positive business interactions, but more importantly, makes an impact on the local community.
Take for instance, the Greenville, NC, area, home of East Carolina University. With 5 locations within a 20 minute radius, Southern Bank is an integral part of ECU and the Greenville area. Rather than focus on the beautiful banking facilities, convenience or services, Southern speaks volumes through their partnerships in the community. The Southern Star Awards recognize local folks for helping make a positive impact in their community. And sponsorship at home football games with a Jumbotron Spot brings the entire stadium in on the act, with 20,000 fans shouting Southern’s signature “Hey!”
The campaign received multiple awards at the annual Marketing Communications Agency Network competition for Television, Business-to-Business Sales Sheet Series, Public Relations Broadcasts, Brochures, and the Television Campaign: At Southern Bank, we say “Hey!”
Southern can easily say they can make your money work for you. They have all the bells and whistles to do your banking in a branch, in your office, or in your pajamas. But the difference, the Southern difference, is that Southern speaks their customers’ language. They’ve been doing it since 1901.
Hey! Need your marketing to speak so your customers listen?
If you want to start a revolution at your next staff meeting, grab a marker, stand up, and announce, “Okay everyone, we’re going to be innovative today. We’re getting outside the box and we’re gonna do some brainstorming for the next hour!” In their minds, your team members will be grabbing pitchforks, throwing darts, rolling their eyes, and wishing they were in a dentist’s chair rather than your conference room.
Last time, we reviewed how, when I built a wooden kayak, I realized that building a boat and building a brand have a lot in common. You have to have vision, plans, patience, control, and it really helps to be innovative while you’re at it. There are other similarities and there was ONE big one that surprised me.
I’ve been building brands for over 35 years. Last year I did something new. I built a boat. A Chesapeake 17 Sea Kayak by #CLCBoats, made of marine plywood, epoxy, fiberglass, and time. It took about three months and I learned a lot about woodworking along the way.
When speaking to groups on innovation and creativity, I always ask the question, “Are you creative?” Typically, about 25% will say “Yes”.
Yes. That includes you. You were born creative. You were born to create. If you think otherwise, stay tuned. NASA developed a test for creativity in the 60’s (the 1960’s). They have tested thousands of people of all ages and here is what they have found:
At age five, 98% of us are creative. Sadly, by age 25, only 5% are still “creative”. What happens during those 20 years? Inhibitions, fears, unlearning our creativity, the “right” answer syndrome? Yes.
Fact is, the creative genes we were born with are not gone. They didn’t disappear. They’ve just been repressed and hidden behind walls of “rational” thinking, limits, and can’t do attitudes. After years of education that says there is only one right answer, after years of being ridiculed for thinking “different” or outside the box, it’s easy to start thinking you are not creative. Part of the problem is the definition of creativity.
We tend to think of artists, musicians and inventors as the “creative” ones… probably because they start outside the box and rarely go inside. Truth is, creativity comes in many forms and in all types of people.
Creativity is the process of identifying a problem, studying the facts, identifying potential solutions, then planning and implementing a solution. Only one of those steps is what we traditionally call “creative” but without the other steps, (and the people that drive them) there would be no creativity. As Confuscious said, “To know and not do is to not know.”
There are four problem solving styles: Transformers – these are the folks that transform problems into ideas. Examiners – the folks that like to study, research, and contemplate ideas. Architects – planners, schedulers and organizers. Movers – the doers, the action figures. Together, they form an IDEA TEAM.
Individually, it’s easy to spin our wheels, hesitate, lack direction. Together, problems get solved. Creativity is realized. Whether you think you are creative or not, you can play an important role in the creative process. So, (1) recognize your approach to problem solving, (2) build a diverse team that will contribute to the solution, and (3) get to work being creative.
I took a quick, very unscientific survey recently. It was a one question survey: When you think of Walmart, do you think of innovation? 100% of the answers were the same… “no”. Walmart is just a big ol’ store with lots of stuff at low prices. No innovation, right? Think again.