MBA’s 2021 Segs4Vets Donors
the principle of targeted messaging to accommodate the “trend appeal” of inclusivity. Don’t get lured into appealing to everyone — all ages, ethnicities, races, and genders — for the sake of being inclusive. Tat is, unless your audience truly is everyone. Is it? I doubt it.
Secondly, staff accordingly. Sure, back in my agency days, women could have been assigned to the motor oil account and men to women’s apparel, but that was never the case. When you see tone deaf advertising, i.e., messaging that comes across as out of touch or at worst, insensitive, it can very likely be traced back to the folks who created it not being in touch themselves. Today, in response, some companies are taking action by creating positions and departments to monitor their inclusion initiatives. Scotiabank, for instance, now has someone whose job it is to manage their inclusion-by-design mandate.
Finally, be authentic. Tis is critical and, of course, the most challenging. And that’s because in the end, (and we would see this when concept testing a commercial before it aired) people know when you’re not being authentic. Consumers can sense the difference between something you truly believe in and something that is merely lip service.
So, as more and more consumers are looking to align where their spending with the brands that fit their values, remember to put an inclusive lens on your marketing outlook. And don’t apply that lens to your marketing alone; apply it to your products and services. If you’re a bank, make sure that your in-branch and online banking experiences align with and reinforce your messaging claims. Because in order to be genuine and successful with inclusive marketing, it’s not merely what you’re saying: It’s who you are.
Neal Reynolds is president of
BankMarketingCenter.com. The company provides banks with a web-based platform that puts them in complete control of their marketing production at a fraction of traditional marketing costs. Email
nreynolds@bankmarketingcenter.com or visit
bankmarketingcenter.com for more information. BankMarketingCenter. com is an MBA endorsed partner.
MBA recognizes these individuals and MBA members for supporting the 2021 Segs4Vets campaign. These donors raised $$85,875 for Segs4Vets! Each and every contribution is truly appreciated.
1st Advantage Bank, St. Peters Mike & Charlotte Anderson, First Bank of the Lake, Osage Beach
Arvest Bank, Joplin Bank of Advance Bank of Billings Bank of St. Elizabeth Bankers Security, Raytown Tim Barringhaus, Enterprise Bank & Trust, Clayton
Mark & Cathy Becker, Bank of Advance, Dexter Belgrade State Bank Broadtek Curt Brumley, Community Point Bank, Russelville Mike & Amy Bryant, Bank of Advance, Dexter J.R. Buckner, First Federal Bank of Kansas City
Aaron Buerge, Legacy Bank and Trust, Carroll County Trust Company, Carrollton Central Bank of Branson Central State Capital Markets Central Trust Company, Jefferson City Century Bank of the Ozarks, Gainesville Commerce Bank, Kansas City Commercial Bank & Employees, St. Louis
Community First Banking Company, West Plains
Community Point Bank, Russellville Max & Cindy Cook, MBA Dan & Sandra Coons, MA Bank, MaconJimmy Cooper, Patriots Bank,
Lake Ozark Country Club Bank, Kansas City Michael Dunbar, Security Bank of Pulaski County, Waynesville Leslie Dunlap, Missouri Division of Finance
Phil Everett, Federal Home Loan Bank of Des Moines F & C Bank & Employees, Holden Federal Home Loan Bank of Des Moines First Bank of the Lake & Employees, Osage Beach
First Bankers' Banc Securities Inc. First Federal Bank of Kansas City First State Bancshares Inc., Farmington First State Bank & Trust, Sikeston First State Bank of St. Charles First State Community Bank, Farmington Freedom Bank of Southern Missouri, Cassville
William Gaines, MA Bank, Macon Mark and Margaret Goodin, Community State Bank of Missouri, Bowling Green
Tyler Green, Citizens Bank, Butler Michelle Haley, CNB, Maplewood Hawthorn Bank, Jefferson City Heritage Bank of the Ozarks, Lebanon
Heroes Cup Golf Tournament Proceeds Terry Higgins, Central Trust Company, Jefferson City
Jefferson Bank & Trust Co., St. Louis Jonesburg State Bank Legends Bank, Linn Jim Lewis , Central Bank, Clayton Kim Light, Heritage Bank of the Ozarks, Lebanon Brice Luetkemeyer, Bank of St. Elizabeth MA Bank, Macon Chase Matticks, Central Bank, St. Louis James McLay, Citizens Bank, Cleveland Bob Mickey, F & C Bank, Holden Midwest Independent BankersBank & Employees, Jefferson City Missouri Bankers Association Staff Scott and Kathy Nelson, Macon New Era Bank & Employees, Fredericktown O'Bannon Banking Company, Buffalo Ozarks Federal Savings & Loan Association, Farmington Peoples Bank of Seneca Peoples Savings Bank, Herman Pony Express Bank, Braymer Progressive Ozark Bank, Salem Jim & Melinda Rainey, Bank of Advance Dan Robb, Jonesburg State Bank Wesley Rothove, BOK Financial Corp., Overland Park, KS
Security Bank of Pulaski Co., St. Robert
SHAZAM, Johnston, Iowa Shelly Schwartz, Mid America Bank, Jefferson City Gregory & Elissa Smith, 1st Advantage Bank, St. Peters
Bart Stanley, Missouri Division of Finance
Dan Stepp, Central States Capital Markets
Sterling Bank, Poplar Bluff Table Rock Community Bank, Kimberling City
The Bank of Missouri & Employees, Perryville
Ken Theroff, Jefferson Bank, Jefferson City TIB-The Independent Bankersbank Tipton Latham Bank Triad Bank, Frontenac David Turner, Hawthorn Bank, Jefferson City UMB Bank, Kansas City United Bank of Union Sandy Waggett, The Purple Guys West Plains Bank & Trust Company Wood & Huston Bank, Marshall
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