marketing communications for energy efficient building finances
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University American College Skopje - Macedonia
The Challenges of Marketing Communications: Opportunities for Energy Efficient Financial Tools
Ass. Prof. PhD Ilijana Petrovska, Prof. Dr. Marjan Bojadziev and Makedonka Dimitrova
University American College Skopje - Macedonia
Why are there bank robbers?
Bank ads make it seem like it's easier to just walk in and get a loan.
University American College Skopje - Macedonia
WE NEED TO CARE
University American College Skopje - Macedonia
Introduction– Banks’ Marketing
communications during crisis
– Changes in marcom approach
– Opportunities for EE buildings financing instruments
University American College Skopje - Macedonia
Banks MarCom during Crises
• Advertising Budget • Communication’ s
approach• Product offer• Marketing
communications’ mix• Media usage• Customers• Employees
involvement
University American College Skopje - Macedonia
Marcom during crises
• Ogilvy (1985) presents the results from the
recessions from 1974, better profit for those
who didn’t cut the Adv. budgets
• Crises in 2008/2009 decreased the ad budgets
of top 10 banks (AdAge Data center)
University American College Skopje - Macedonia
Change of the approach
• Some banks, changed the communication tactics and
did not decrease their voice (Bulik, 2009)
– Charles Schwab customize towards the customers
– JPMorgan introduced “The Way Forward” message
– City Bank started campaign “Never sleeps”
– Credit Suisse Bank more emotional and human approach
“Delivers what really matters”
University American College Skopje - Macedonia
Credit Suisse Bank
Source: www.credit-suisse.com
University American College Skopje - Macedonia
Ads for EE building loans
University American College Skopje - Macedonia
Schneider ElectricSave 30% off your building’s energy bill…
• Stress the BENEFITS• Provides additional free
support• EDUCATE• Online contact and lot
of information
University American College Skopje - Macedonia
Media spending change MEDIA 2009 vs. 2008 year 4th quarter 2009 / 2008
TELEVISION - 9,5 - 2,4
MAGAZINES - 17,4 - 11,5
NEWSPAPERS - 19,7 - 8,9
INTERNET 7,3 - 2,1
RADIO - 20,3 - 12,5
OUTDOOR - 13,2 - 5,4
Source: Kantar Media
Biggest decrease is for financial services, automotive industry, local services, retail and direct response
University American College Skopje - Macedonia
Employees
• Eagle (2008) stress the importance of
the bank’s employees
– Address same attitudes and customers’
concerns
– Inform customers about their security
– Persuade the customers about bank’s
security and reputation
University American College Skopje - Macedonia
Services Marketing Strategies
Source: Kotler (2010) Principles of Marketing
University American College Skopje - Macedonia
RESEARCH IN MACEDONIA
University American College Skopje - Macedonia
Advertising budget in MK
• Budget
– Total advertising budgets
decreased 23%
– NO budget for EE
buildings in 2008/2009
at MK banks
Ad Budget change
no change 20-30% change
University American College Skopje - Macedonia
Banks Marcom mix in MK
Advertising
Promotions
sponsorships
Direct marketing PR research
University American College Skopje - Macedonia
Trends in Marcom
Non-traditional media pioneering usage
– Guerilla marketing
– Digital media:
• online advertising
• social media
• E-mail direct mailings
• Mobile SMS advertising
University American College Skopje - Macedonia
Product communication in MK
17% 17%
10% 10%
19%
10%
19%
8%
0%
14%
6%
1%
28%
20%
46%
13%
30%
33%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Corporate Housing Loans Consumer Loans Business Loans Credit cards Deposits
Media budget allocation by products type campaign for banks in Macedonia in 2007-2009
2.007 2.008 2.009
Source: data provided from Zenith Optimedia group Macedonia as from 15.01.2010
Significant decrease in Loans marketing communications budgets
University American College Skopje - Macedonia
EE Build Financing
Aug-0
9
Sep-0
9
Oct-0
9
Nov-0
9
Dec-0
9
Jan-
10
Feb-1
0
Mar
-10
Apr-1
0
May
-10
Jun-
10
Jul-1
0
Aug-1
0
Sep-1
0
Oct-1
0
Nov-1
0
Dec-1
0
Jan-
11
Feb-1
1
Mar
-11
Apr-1
1
May
-11
Jun-
11
Jul-1
1
Aug-1
1
Sep-1
1
Oct-1
1
Nov-1
10
10,000,000
20,000,000
30,000,000
40,000,000
50,000,000
60,000,000
Western Balkans Sustainable Energy Financing Facility WeBSEFF Total
Volume of approved loans by month Cumulative loans approved Cumulative loans disbursed
University American College Skopje - Macedonia
EE Building financial instruments• In the case of EE financial instruments’ marketing
communications for corporate clients the banks orient only towards present and VIP clients
• trusted financial portfolio• long-term relationship• client growth care
University American College Skopje - Macedonia
EE Build financing for Citizens• In the case of EE financial instruments’ marketing for
public consumption• relative change of approach –in 2011• lack of in depth knowledge of the benefits and the
payback by both banks and consumers• minor distinction between other pure consumer
oriented loans and EE ones
University American College Skopje - Macedonia
What is NEXT?
• CSR BANKS
• Offering EE Building loans
• Objectives: – Increase Mass
AWARENESS– Initiate ACTION
University American College Skopje - Macedonia
HOW?
Mass Educational Advertising
Educational EVENTS
Direct Marketing
Promotional Activities
Public Relations
Informative Offices
Employees – Sales
Word of Mouth
University American College Skopje - Macedonia
Conclusion
• BANKS go into the FUTURE
• PLAN & ACTION
• TODAY
