Know-How Exchange : Advertising/PR

It sounds like you need to take steps to increase trust of your bank by the general population. Is there some way you can guarantee the safety of the money in the accounts?

This may actually be best accomplished with some non-marketing steps first.

Historically, the United States had a similar problem after the 1928 stock market crash, causing many banks to fail. The solution used to restore trust by the population in banks was for the government to insure the principal in bank accounts. They formed an organization called Federal Deposit Insurance Corporation (FDIC) which guarantees the money up to a limit (currently $100,000).

Given you have a famous bank and if your government is stable/not very corrupt, perhaps working to form a similar government program for your country could be a good start to regaining trust.

If the government route wouldn't work, another option would be to get private insurance from a reputable firm for the accounts. This has the added benefit of allowing you to differentiate your bank from the other banks - yoiur accounts are protected where the other bank's accounts are not.

How could you turn back the confidence in the Relationships?

1. You will need to give in order to ask for the saving money. Example: give loans (credit cards, mortgages,..).

2. You will need to develop saving Products that really benefit the people life. Example: a saving account with insurance benefits (life, accident, employment,..), saving account with pre- approval credit, saving account with mortgages benefits, saving account with stores discounts (students, groceries, stores,..).

3. You will need to develop advertising campaigns focus in Confidence (deposit guaranty, people in charge of Bank administration, government recommendations, Bank profits, Customer referrals, Important people open new savings accounts in the Bank,..).

4. You will need to involve your present customers to attract their friends, and coworkers. (give incentives, discount rates, gifts, contests,..).

5. You will need to offer an excellent Service (training activities, gain your employees to advertise and deliver confidence,.).

Bye,

Juan Carlos