Wow! Check out these images: digital display screens in the bank lobby may be winning acceptance, but how do you manage content for maximum effect?

• Author: VanderMeer, Jon P.
• Position: Digital Marketing

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Digital marketing in banks has gone mainstream as many banks install TVs or display screens in their lobbies or elsewhere. But the widespread use of digital marketing raises a question: What is the best way to manage these systems for maximum customer impact?

For some, unfortunately, the investment will have a poor return because the campaign is poorly designed and managed. Customers will tune out the message or even be turned off by what they see on the screen. In fact, a poorly executed electronic campaign may make an institution look worse than not having digital marketing at all.

A digital marketing campaign consists of customer-facing, electronically published messages on a digital medium, such as a large LCD screen, TV, remote teller unit, ATM, window projector or other video-capable system. Such a system offers many benefits. For example, a moving digital message catches the eye and keeps the attention of viewers--more so than posters. Another benefit is the short turnaround time from meeting to screen. "With print posters and static displays you can't be nimble because of the time involved in production," says Lloyd Harrison, president and chief operating officer of Virginia Partners Bank in Fredericksburg, Va.

New York City's Amalgamated Bank has gone digital in its eight newest branches. "With digital media we can keep the message fresh without going to the trouble and expense of continually printing new posters in different sizes to accommodate the configurations of existing storefronts," says Lesli VanSchaick, vice president of marketing/advertising and merchandising manager.

For banks that have already implemented digital marketing or purchased the necessary equipment, here are 10 "best practices" that will take messages from concept to implementation with maximum impact.

1. Abolish unbranded content.

   Customers have graduated beyond movie and sports trivia. Give them a giant serving of the bank's brand instead. Screens should look as if they were produced in Hollywood. Consider highlighting dedicated employees, the bank's history, community events or how the right loan helped a local business--with a few" promotions mixed in. "We use digital (plasma displays) for image building and messaging," says Harrison. "They show rotating displays of scenes from our community, intertwined with snippets from our mission, vision and values to drive home the point that we are a community bank. We also use the screens to announce community events and to congratulate employees on outstanding performance and significant life events. We like the flexibility."

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   Amalgamated Bank's TVs show a welcome scene in six languages, followed by regular product scenes and scenes specific to unique offerings or events. "When we opened our first two branches in Brooklyn, we announced the openings on the TVs at our other branches," says VanSchaick.

2. Turn off the cable IV.

   Cable news broadcasts say nothing about a bank's brand, and they play commercials from competitors. Without written permission from the network, a bank risks legal action if it broadcasts the news, but cuts away to its own ads during commercials. "We don't run broadcast programming because invariably they play advertisements from competitors," says Harrison. "We also don't want our employees distracted by a TV playing in the background."

3. Make sure graphics look professional.

   In the absence of internal professionals who can design a "wow" campaign, seriously consider outsourcing the campaign management to a creative agency or partner. "Spend as much time on the graphics as you do on the campaign message," says VanSchaick. "Make sure print and digital art-work match." The speed with which digital marketing campaigns can be brought...