Most consumers are willing to place their trust in a financial institution-branded ATM over an unidentified generic machine. However, merely placing a sticker or two on the front or sides of a machine is unlikely to draw the attention of new clientele and even less likely to create a lasting impression.
Here are three easy tactics that can help maximize ATM marketing and generate greater brand awareness:
1) Wrap off-site ATMs
ATMs are an extension of the institution. A professional, colorful and eye-catching ATM wrap acts as a mini billboard for a financial institution, as well as garnering both business and trust through consistency and high visibility. ATM wraps can present logos, imagery and messaging at the point of sale, reinforcing the brand while consumers are already thinking about financial services.
Some financial institutions have reported an average customer transaction increase of 20–25 percent to after a branding wrap implementation.
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2) Place ATMs for customer convenience
On-site ATMs are a great convenience tool for after-hours financial transactions, but what about customers who are miles from a branch and have cash or deposit needs?
Retail and other off-site ATM networks can help solve any cash and deposit issues customers may encounter by providing easy account access at locations throughout the communities where they live. These placements not only increase customer satisfaction and loyalty, but also serve to expose the FI brand to new potential clientele.
3) Offer printed receipts
Pre-printed or digitally generated receipts can offer the opportunity to interact with the consumer even post-transaction. By working with retailers to generate special offers for ATM users or simply by printing FI-specific deals, an institution can promote initial and return branch or ATM visits by current or potential customers.
ATMs are a great awareness generator. By using every potential marketing avenue ATMs offer an FI will not only expand the brand but will also provide the institution a greater return on ATM investment.
cover photo: courtesy Welch ATM/First Advantage Bank
ATM Marketplace is pleased to present new blogger Rebecca Hellmann, marketing manager for Welch ATM, an independent ATM company with more than 15,000 ATMs under management. Rebecca's blog will focus on a variety of topics as they relate to positive brand representation through the ATM channel.
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