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Increase transactions and awareness with simple ATM branding

April 5, 2013 by Rebecca Hellmann — Marketing and Sales Coordinator, Welch ATM

Many ISOs and ATM deployers seek to increase machine traffic and incremental revenue by offering branding options for financial institutions. However, FIs are sometimes leery about spending the money to turn ATMs into branding tools or investing in branded ATMs located at convenience stores and retailer locations.

The typical branding offerings include some type of branded wrap, a few rotating advertising screens and a graphic topper. This branding is designed to grab consumer attention, resulting in increased transactions and ultimately, greater brand awareness and retention.

With these promises behind it, why do so many FIs question the extra expense? The answer is simple: While ISOs and ATM deployers may tout the benefits of ATM branding, few can show the numbers to back their claims.

So the question remains … does branding really work?

Branding ATMs at offsite and retail locations actually does increase transaction volume and, thus, brand awareness. In fact, customers of one ATM branding company reported a 20–25 percent spike in transactions after branding implementation.

Additional new data continues to confirm the value of branding. A group of convenience stores located throughout St. Louis, Mo., had nine unbranded ATMs in operation in early 2011. Total average transactions as of March 2011 were 1,502.

All nine machines were branded in April 2011. ATM transactions rose 7 percent by May 2011 and increased to 2,040 by March of the following year — a transaction increase of 36 percent!

Branding at the ATM really does work to bring in more consumers and raise awareness of the financial institution brand.

About Rebecca Hellmann

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