I don’t know about you, but I’m thinking the guys that have the marketing accounts for the big banks and mortgage brokers are going to need to look towards those crisis management experts, and in a big way. Throughout this financial crisis which we’re told Could Be The End Of Our World As We Know It™, I’m still seeing commercials for the big mortgage guys saying “Now’s a great time to refinance” and from the National Association of Realtors, “Now’s the best time to buy a home.” Or how about the banks – just saw a commercial for WaMu, I think, within the last couple of days. The marketing guys seem to be asleep at the switch – if you can’t pull a commercial or cancel a media buy, it might be a good idea to keep an emergency spot in the can, just in case. Say, something like:
“Here at Comatose Bank, we take your financial security very seriously. While there are a lot of rumors, innuendos, speculation, and even facts in the media, please understand that we are doing everything we can to put our customers first, and keep your finances on solid footing. As a valued customer, we’ll keep you informed. Rest assured, your money is safe, and here at Comatose, it’s business as usual.”
On the other hand, perhaps humor might be a good way to deal with the truth. After all, as long as you’ve still got your sense of humor, all is not lost. Just for grins, here’s some headline ideas (that might have already been rejected):
- WaMu? Boo Hoo!
- Goldman Sachs gets the sack.
- I’m bearish on Bear Sterns.
- Fannie Mae gets her fanny spanked.
- Fredie (Mac) the Freeloader.
- AIG Carumba!
How will this all shake out? I dunno, but the marketing guys need to wake up. A convincing narrative can be the difference between a bank failure and its survival. When it comes to crisis, perception IS reality, and the bank’s and broker’s marketing guys are not helping.
Entries (RSS)