Proper Planning Helps Maximize In-Branch TVs

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PITTSBURGH-In-branch televisions have become such an integral part of many CUs' facilities that their placement must now be part of the plan from the very beginning.

That was one of several messages from James Caliendo, president of design/build firm PWCampbell. He said the No. 1 issue for in-branch media is to determine the optimal positioning. "People might be waiting in a line in the lobby or at an ATM. Getting that opportunity to put a message in the minds of the members is the key," he said. "It also is an opportunity to cut down the waiting time in someone's mind by keeping them occupied."

Many CUs simply pipe in regular TV to their in-branch screens. Caliendo said some CUs purchase software that allows them to put up recaps of the day's activities in business, stocks, sports or entertainment. Still others have customized messages to augment their advertising. "Perhaps they'll run one of their commercials that have run on TV. Some run their rates; some have their CEO reading a message."

Set Goals

CUs should determine what their goal is for their in-branch messages, Caliendo advised. For example, is the top priority to augment cross-selling, get a new message out or entertain? Credit unions can deliver that message at ATM screens. While waiting for the transaction to process, a product message can be programmed to pop up.

Caliendo said the costs of both the system and the hardware have decreased so much, in-branch televisions are a "very economical" method of marketing.

The type of monitor and the size are important, he explained, because it should be visible but not overbearing. "If I was going to augment my advertising I would give my member a message on TV through media advertising, on a window sign and a plasma screen while in line-that's three opportunities to reach them, and perhaps when they get to the MSR a cross-sale will take place."

Make in-branch media a part of planning for a new branch so the TVs can be recessed and the wires hidden, making it both more attractive and less expensive.

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