Summary of bank marketing activities

Lead: The marketing activities of banks are very frequent, and creative marketing activities are more attractive. The following is a summary of my bank marketing activities, welcome to read.

Summary of Bank Marketing Activities (I) According to the notification requirements of the superior bank on the joint marketing activities of "caring for government customers and serving public finances", the Bank took active actions, carefully organized, locked in target customers and implemented target responsibilities in combination with the actual situation of xx county government departments, and successfully completed the objectives and tasks of the joint marketing activities, marketing personal online banking from _ _ _ _ _. The situation is summarized as follows:

First, establish institutions and organize them carefully.

In order to ensure the smooth realization of the objectives of this activity, xx Bank established a joint marketing leading group of "Love government and enterprise customers, serve the public and serve finance", with the president as the group leader and the heads of relevant functional departments and outlets as members to organize, coordinate and manage the marketing activities in a unified way. The leading group held a meeting, carefully analyzed the resources of government departments, carefully classified and positioned the key marketing targets, and all relevant departments cooperated closely and communicated in time, thus

Second, do a good job in business promotion and promote the rapid development of marketing activities. During the event, xx Bank closely focused on the theme of the event and adopted a promotion and publicity method suitable for xx County to enhance the reputation of xx Bank's banking and political cooperation products. First, we use centralized marketing as a platform and door-to-door marketing as a means to market our financial products through high-level visits, banking forums, door-to-door delivery and other marketing forms, and at the same time require marketers to go deep into the family. On-site explanation and guidance on how to handle and use the card made the cardholder familiar with the process of using the card, and the service ran through the whole marketing process, which achieved good results. For example, a civil servant of an institution quickly recognized and used the peony card of ICBC through the live demonstration of the marketing staff, and after using the card on a business trip abroad, he went to the bank to express his gratitude to the bank staff. The second is to strengthen counter marketing. When government officials come to our bank to handle corporate business, the counter staff will introduce them to the relevant personnel in time, and the marketing staff will further talk with them to promote our financial products. The third is to improve the incentive mechanism and highlight the marketing of all employees. In order to make full use of the social relations resources of employees and effectively mobilize the joint marketing resources of the whole bank, the sub-branch strengthened the assessment of bank card business in the second quarter in the business target responsibility system. By constantly improving the incentive mechanism, the enthusiasm and initiative of employees' marketing have been effectively mobilized. Many employees take advantage of their relatives and friends' positions in government departments to actively market and achieve certain results.

Third, do a good job in after-sales service and improve customer satisfaction.

In this marketing activity, our bank will also do a good job in after-sales service, improve the level of cardholders' use of cards, and make each cardholder satisfied as an important content. In order to improve the success rate of bank card transactions and avoid unsuccessful transactions, we should explain the "password times exceeding the limit" and account management regulations to cardholders in time, remind cardholders to avoid the error code of over-limit transactions, and remind cardholders to conduct inquiry transactions when the account amount is uncertain, so as to avoid the error of full over-limit, which not only strengthens the publicity and guidance for cardholders, but also improves their card use level and promotes the success rate of card transactions. Answer the relevant inquiries from customers in a timely and complete manner. For those who can't answer at that time, call or pay a return visit at home within the agreed time to improve customer satisfaction and let a group of customers gradually cultivate in the process of "not using, unwilling to use, and taking the initiative to use".

Summary of Bank Marketing Activities (II) Since the beginning of this year, according to the unified arrangement and deployment of provincial branches, Bank A has seized the peak season of "two festivals" and vigorously implemented comprehensive marketing activities with the theme of "Golden Key grows with you in spring", and achieved remarkable results in the development of various businesses. By February 5, 20 10, the total deposits reached billion yuan, a net increase of billion yuan over the beginning of the year, of which the total personal savings deposits were billion yuan, a net increase of billion yuan over the beginning of the year; The loan balance was billion yuan, a net increase of billion yuan over the beginning of the year; The income from intermediary business is million yuan, of which the income from bank card is million yuan.

First, strengthen leadership and carefully deploy the "Spring Action"

After the provincial branch decided to implement the "Spring Action", a bank quickly convened the president's office meeting, executive meeting and staff meeting to convey and implement the spirit of the provincial branch and study and arrange the marketing activities of the "Spring Action" throughout the bank.

First, strengthen leadership. In order to raise awareness, let all levels effectively strengthen the organization and leadership of "Spring Action". The Party Committee of the sub-branch repeatedly stressed at the executive meeting and directors' meeting that the plan for one year lies in spring, and during the "two festivals", people flow, logistics and capital flow are highly concentrated, which is a scarce resource that cannot be regenerated within one year. Grasping the opportunity firmly and doing well the marketing work of "two festivals" is of great strategic significance for successfully completing the annual work target of the whole bank. Through repeated transmission, the main responsible persons of all units have generally enhanced the sense of urgency and responsibility of "Spring Action" and greatly improved the initiative of their work. At the same time, the sub-branch established the comprehensive marketing leading group of "Spring Action with Your Growth" in time, with the Party Secretary and President as the team leader, the Vice President as the deputy team leader, and the heads of the front and back offices of the sub-branch as members; Each unit has also set up a working group with the principal responsible person as the team leader and the business backbone as the members, clarified the specific responsibilities of the team leaders and members at all levels for the work objectives, measures and implementation of the "Spring Action", and effectively strengthened the organization and leadership of the "Spring Action".

The second is to refine the marketing plan. All branches issued the comprehensive marketing implementation plan of "Spring Action with Your Growth" in a timely manner, detailing the action time, participating units, organizations, action objectives, marketing strategies, main guarantee mechanisms, assessment indicators, evaluation and rewards of "Spring Action". By establishing a team of account managers, building a comprehensive marketing platform, enriching financial products, optimizing customer structure, and improving the guarantee mechanism, we will strive to build a five-in-one comprehensive marketing system to realize the scientific, professional, standardized and systematic promotion of marketing work. Make the marketing plan have strong guidance for the marketing work of the whole bank.

The third is a strong publicity campaign. On the basis of full preparation, the sub-branch held the marketing mobilization meeting of "Spring Action" in time. At the meeting, the party secretary and president of the sub-branch made a keynote speech entitled "All staff take emergency actions to seize business opportunities and realize the first season marketing of" Spring Action ",which greatly boosted the morale of the whole bank; The leaders of the branch in charge and the heads of relevant departments redeploy the marketing activities; Representatives of various departments and branches made speeches. The "Spring Action" marketing activities of the whole bank were launched vigorously and enthusiastically, which laid the foundation for winning a good start.

The second is to implement measures to quickly set off the climax of "Spring Action"

First, the main person in charge of each unit stands in the front line of marketing, taking the lead in commanding and setting an example. Second, the windows are fully opened, and all-weather full-load operation is implemented. The third is to go out to the market and grab high-quality customers from other banks. Fourth, increase publicity. While all branches make unified use of television, newspapers and large-scale outdoor advertisements for publicity, all outlets make timely use of radio, mobile propaganda vehicles, pull banners, set up consultation points in crowded areas such as stations, docks and residential quarters, and carry out publicity work in an all-round way to form an all-round and three-dimensional publicity atmosphere. Fifth, do a good job in quality service and ensure the "three good" of good appearance, good service facilities and good civilized language. Differentiate services for high-value customers and solve the problem of long queues for customers' deposits and withdrawals as soon as possible. All units strive to improve the service level by grasping posts and training; Strive to improve the service level by training star-rated employees; By paying close attention to rewarding the superior and punishing the inferior, we will strive to improve the service level, reward the excellent service, and impose heavy penalties on those who quarrel with customers, have a blunt attitude and have low service efficiency. Sixth, strengthen the function of up-and-down linkage and overall marketing, implement integrated marketing of assets, responsibilities, intermediary business and local and foreign currency business for high-quality customers, and enlarge customer value in all directions.

The third is to strengthen supervision and further promote the "Spring Action"

During this period, the sub-branch held the executive meeting and the meeting of directors of urban areas and towns, listened to the marketing report, analyzed and coordinated the existing problems, promoted the "Spring Action", rapidly expanded the achievements, and pushed forward in an all-round way. In view of the overall slowdown of marketing in the middle of 1 month, the sub-branch issued the Emergency Notice on Doing a Good Job in Current Marketing in time after on-the-spot investigation, and put forward six specific measures to speed up the marketing progress. The leaders of the packaging branch and the office of the packaging department personally distributed them to all outlets, personally organized employees to learn and personally implemented them, which quickly reversed the rigid situation of stagnant marketing work. The sub-branch asked the package department to strengthen contact and guidance with outlets to help outlets solve marketing problems. For general problems, those that can be solved on the spot can be solved on the spot, and those that cannot be solved can be collected and reported to the leaders in charge in time to create conditions for timely solution.

Summary of bank marketing activities (3) We have spent more than half of our time on marketing activities in the peak season of xx. During the activity, the overall situation of Yinze Sub-branch was running well, and most of them were able to complete the timely progress as scheduled. Some experiences of xx Sub-branch during peak season marketing are reported as follows.

First, self-pressure and active deployment of early action.

As early as June 5438+mid-February in xx, our sub-branch held a peak season marketing mobilization meeting in xx. According to the previous years' plans, each branch made its own marketing implementation plan, and made its own publicity plan according to the customer structure characteristics of the sub-branch, and set up a corporate deposit, personal deposit, e-banking and credit card marketing team with Ma Peiwen as the activity leader to carry out targeted marketing. For example, in terms of credit cards, the bank focused on issuing corporate civil servant cards in combination with its own financial services. As of March 3, the bank has imported 370 credit cards, including 53 corporate civil servant cards/kloc-0 in the budget, accounting for 40.8% of the total number of cards purchased. E-banking: Banks increase the promotion of five surprises of e-banking products. Lobby managers immediately activate e-banking products and conduct account transactions, and at the same time give gifts to customers, so as to improve the simultaneous signing rate of e-banking and the proportion of account transactions of e-banking; Key products: use OCRM system and marketing operation support system to screen target customers, take the initiative to contact and accurately market.

Second, clear goals, everyone has indicators.

After the Bank made clear the marketing objectives of public and private peak seasons, the Bank made the second line grouping differentiation at the first time, so that every employee could know his key marketing objectives and specific marketing target amount. In addition, the implementation of indicators will be increased by one third on the basis of the target set by the branch, so as to ensure the full realization of the bank's peak season marketing target.

Third, adjust measures to local conditions, all staff attack and bear fruit.

Compared with other branches of our bank, the agency finance business is the highlight of our bank and the main reason for the doubling of our business volume. Near the end of the year, 20 budget units have settled a large amount of funds, and the business volume has increased by more than 300 transactions every day. On the one hand, our sub-branch organizes manpower to solve the phenomenon of customer congestion in time and maintain the order of the hall, on the other hand, all staff do a good job of fund interception. Through the efforts of all the staff for nearly a month, the deposit was intercepted by more than RMB10,000, and a number of high-quality personal and corporate customers were also maintained; At the same time, making full use of the custom of Chinese New Year, all employees took the initiative to visit customers with couplets and calendars issued by our bank, and went door-to-door to express their condolences to quality customers and potential customers around them. Compared with physical gold, our e-banking business has made a great breakthrough, especially the sales of physical gold. There is basically no "big single business" in our branch, and all of them are sporadic sales of 20 grams and 50 grams. That's it. The current sales volume of gold is 670 grams. As for debit cards, we strive to open accounts and recommend them to customers, thanks to the vigorous sales of low-level counter personnel. It is expected that each of the two shifts of low-counter personnel will handle nearly 10 cards every day; E-banking has been a shortcoming of our branch in previous years. Through division of labor and cooperation, targeted marketing, so far, it has been in the forefront of the industry in the whole region. The completion rate of key products such as account deposit, fund fixed investment and agency insurance also ranks in the forefront of the Bank.

Four. Strengthen quality service and improve the visibility of banks.

Combined with the training of benchmarking network construction at the end of last year, our employees constantly consolidated the achievements of model network construction, dress code, and got used to standard service terms, improved the overall quality of tellers through standardized and standardized services, and realized customer satisfaction and customer loyalty. So as to establish a good reputation of CCB Yinze Sub-branch. At the same time, through OCRM system, actively tap key customers, expand and move up key target customers, and effectively enhance the growth of individual customers.

Fifth, pay attention to learning and build a professional team.

Since the establishment of the Bank, young employees account for the highest proportion in all outlets of the Bank. To this end, our branch pays attention to the training of employees, constantly strengthens its own learning, and makes new employees become all-round hands in the shortest time through the forms of old bringing new ones and job rotation.

At the same time, all employees of our bank will learn the documents and rules and regulations of the superior bank at the first time, and have a comprehensive grasp of our new products, so as to improve their own business level, seize the advantages and characteristics of products, improve their ability to serve customers and better market products.