Evolving existing capabilities to strengthen marketing skills within the Bank.
Brand Positioning • CRM • Data Analytics • Market Research • Segmentation • Strategy
Caitlin Thomas, a Pimento marketing consultant, steered C. Hoare & Co through a mission to review how marketing contributed to the business. Evolving existing capabilities to strengthen marketing skills within the Bank.
The Challenge
For C. Hoare & Co, establishing a fact base would be important to determine how best Marketing could contribute to such an established name in Private Banking.
This meant conducting soft and hard research with customers and colleagues. Insights from Qualitative interviews by relationship group segments were blended with the creation of a new data team within the bank.
Our approach
What had historically been only ‘relationship customer’ data evolved to collect data, clean data and analyse individual customer data within these relationship groups. For the brand, there was a strong and innate view of what C. Hoare & Co name stood for within the family, as articulated through family workshops. Blending this was the insights into what customers were saying they most valued about the Bank meant through debriefs a written articulation of key aspects of the ‘brand’ could be captured.
Disciplines
- Market Research
- Data Analysis
- Customer Relationship Management (CRM)
- Brand Strategy
- Segmentation and Targeting
Results
The brand work revealed that as well as heritage and integrity, the sense of a private community was perceived as a strong sense of value by customers. A sense of “belonging” that was not based on wealth, but on a set of values core to the family.
This articulation had never been overtly communicated but was embedded into the written tonal communications of the bank.
The data work revealed demographics and behavioural insights which led to the formation of a Young Persons Banking proposition as a majority of all the Banks’ relationship groups had such young people. Creating a distinct proposition for them became commercially important.
The second data insight was to do with banking activity and the depth of banking relationships each of the individual customer’s had with the bank. This had implications on operations and cross selling activity of propositions such as wealth management.
Contact us
If you’re looking to enhance your brand’s market presence and tailor your services to meet the specific needs of your customers, our team is here to help.
To discuss how we can support your business objectives, please contact us and let’s work together to build a marketing strategy that resonates with your clients and sustains your brand’s legacy.
