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Branding basics: Make use of inherent ATM advertising

September 6, 2012 by Rebecca Hellmann — Marketing and Sales Coordinator, Welch ATM

Many financial institutions are content to call out their ATMs with a branded fee notification sticker, a small sign and, maybe, a nice welcome screen. Why brand bigger when customers or members are already aware of the ATM locations?

There are many reasons to think bigger at the ATM. Over the years these cash machines have evolved from a convenient service into an important consumer touch point. Representing the brand in a professional way at all ATM locations can assist an FI with transaction volumes and customer or member retention and growth.

• A 2011 ATM User Research Study (data gathered by Dieringer Research Group on behalf of Cardtronics Inc.) found that 74 percent of consumers consider convenient ATM locations important when selecting a financial institution.
• More consumers trust a financial institution-branded ATM.
• Customers of one ATM branding company reported an average spike of 20-25 percent in ATM transactions after branding implementation.
• ATM advertising can help attract new customers or members.

ATMs are a key branding tool for institutions when used correctly. They allow an FI to build trust and recognition with current and potential customers, advertise services, and test its future customer base simply by utilizing to their fullest the branding opportunities already available through established networks.

While there are many options for expanding the FI brand at the ATM, the following are three of the easiest ways a financial institution can let consumers know they have customer service covered:

• Full-color ATM wraps — Durable and attractive, full-color ATM wraps transform an FI's remote locations into mini billboards, making the institution more recognizable throughout its target communities.
• Custom screens — Fancy "Welcome" screens are no longer enough when FIs can use cash processing time to introduce ATM users to special offers and the range of financial services an institution offers.
• Custom receipts — Using this medium, FIs can provide extra convenience and give ATM users a reason to keep their receipt — other than for their files. FIs can partner with local retailers to provide special offers on the back of paper receipts, increasing their value. They can give users the option of having an e-receipt sent directly to their email account, presenting an additional opportunity for the FI to convey its brand message to the customer.

Implementing branding at the ATM doesn't have to be a complicated chore for an FI.  Many independent ATM companies and branding graphics providers can help to easily implement these and other effective branding solutions.

Financial institutions provide a valuable customer service by providing convenient access to cash at their ATMs. ATM branding can help ensure value to the FI in return, by ensuring that customers know whom to thank.

About Rebecca Hellmann

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