Pulling ATM advertising strategies into the marketing portfolio can expand options and create a more cohesive branding strategy.

1. Get More Out of
Your ATM Network
Winning Strategies to Increase Financial
Institution Success Through the ATM Channel

2. Introduction……………………………………………….….….…
ATMs and Branding…………………………….………………..
ATMs and the Locator………………………………….….....
ATMs and Awareness…………………………….……….…….
ATMs and Surcharges…………………………….……….…..
Conclusion……………..…………………………….……….……
About Us .……………..…………………………….……….…….
TABLE OF
CONTENTS:
1
2
4
7
9
11
12

3. Introduction:
Consumers and the ATM
1
Despite the continued increase in non-cash payments, ATMs still remain an
important remote location option for financial institutions.
ATM Facts:
• There are approximately 6 billion cash withdrawals annually at ATMs
since 2009. (U.S. Census Bureau, 2012)
• ATMs are the third most preferred banking method, behind internet
banking and branches. (ABA, 2011)
• 74% of consumers consider the convenience of ATM locations when
selecting a financial institution. (Pitt, 2011)
• There are over 900 monthly transactions per U.S. ATM. (Statistics
Brain, 2012)
However, while ATMs still hold draw for current and potential
customers/members, few institutions are utilizing the machines to their full
potential as a complete marketing venue. Fewer still are considering how they
can integrate the ATM into their already existing marketing
and awareness campaigns.
This ebook will introduce new and innovative
opportunities for meshing the financial institution’s
marketing into a cohesive strategy.

4. Bank and Credit Union executives site a “lack of marketing investment” as a
top challenge, which ultimately reduces their organizations’ opportunity for
success, according to The Financial Brand’s 2012 Bank and Credit Union
Marketing Survey. (CORD, 2012)
The very basic ATM branding can be an effective and inexpensive way to
develop brand recognition and increase awareness, the key aspects of a
cornerstone marketing strategy. In fact, ATM advertising is 65% less
expensive and 200% more effective than direct mail, according to NCR, Inc.
(CORD, 2012)
2
Chapter 1:
ATMs and Branding

5. Get More Out of Your ATM
Custom branded ATM wraps can call a large amount of attention to the ATM
but it is the topper that is best positioned to really draw attention.
Participants in the KLCI Research Group’s Trends and Futures research study
reported a 15% increase in transaction volume on machines with a topper.
Newer, digital screens and video toppers may even
give some institutions an extra edge as the report also
indicates that full-motion graphics draw more
attention to advertising images. (Kulik, 2002)
Participants reported a
15% increase in
transaction volume on
machines with a
topper.”
Source: KLCI Research Group Trends and Futures
research study, 2002
3

6. 4
Chapter 2:
ATMs and the Locator
While Google, Bing and other search engines have made it far easier for
anyone to find a specific financial institution online, people still need to be
able to find a branch or ATM in the physical realm. That’s why locators are
typically the second most visited pages on a financial institution site, just
behind e-branch login. The real difference lies in the type of visitors. Those
immediately routing themselves to the e-branch are almost always current
members or customers. Locator visitors, on the other, are just as likely to be
potential clientele as current.
With this in mind, it is clear that a successful locator is essential to any
financial institution’s success, in overall marketing and at the ATM. “Financial

7. 5
institutions are faced with a big marketing challenge,” says Jason Green, of
CodeGreen. “You want to tell the world about all of your convenient locations
without sending anyone away from your trusted site or to a surcharge-free
network's third-party application. You want something that fits seamlessly
into your website to show one compelling aggregate view of all those
locations in a single intuitive and interactive search and mapping tool that is
always up to date. It is no wonder many institutions find providing an online
locator challenging but it is something customers and members have come to
expect of any institution or retailer.”
A truly successful locator passes three major tests:
1) It is easy to find on the website.
2) It is easy to target the desired location or area.
3) It is easy to get directions.
(Nielson, 2008)
More robust locators may even include images of branch or ATM locations,
hours of operation or listings of location events. Off-site retail ATM locations
may include retailer hours, links to retailer ads, circulars or even exclusive
coupon deals available for the retailer partner only through ATM use or
download through the locator page.
Get More Out of Your ATM
…[users] encountered
difficulty with the
locators 32% of the
time.”
Source: Nielson Norman Group Store Finders and
Locators Study, 2008

8. 6
Despite the demand for comprehensive locators on company websites, a
Nielson Norman Group study found that “…[users] encountered difficulty with
the locators 32% of the time.” (Nielson, 2008) Providing an easy-to-find and
simple-to-use locator showcases the institution’s focus on convenience while
keeping current and potential customers/members on the branded website,
maximizing brand and messaging exposure.
The brand’s locator can easily direct website users to the nearest ATM or
branch but the same is true of these physical locations. Institutions with
comprehensive locators can reinforce the convenience of their wide network
by including advertising for their interactive locator tool at branches and on
ATMs, encouraging current and potential clientele to see just how convenient
the bank or credit union really is.
Get More Out of Your ATM

9. 7
Chapter 3:
ATMs and Awareness
Colorful, custom branding and interactive locators are not the only ways to
integrate ATMs into a financial institution’s overall brand strategy. The
growing popularity of smartphones and the mobile web provides the
opportunity to combine physical and virtual campaigns that much easier.
Many financial institutions have had great success building Facebook fans and
introducing new programs through online campaigns such as scavenger
hunts. A Florida Credit Union campaign was named a Credit Union Journal
“Best Practice” winner in 2011 with an online hunt that resulted in an
additional 1,600 Facebook fans and an estimated 100 new members. “We

10. 8
wanted something that was viral and fun and interactive that could engage
people who weren’t members,” explained marketing manager Laura Richard of
CFE FCU. (Passman, 2011)
Interactive is the key. Members and non-members of CFE FCU could participate
in an online activity that encompassed their website and Facebook page,
rewarding participants with entries into drawings for a variety of attractive
prizes.
Enter the Quick Response, or QR code. These unique codes can be generated
online and placed at ATM and branch locations via wraps, toppers, screens or
other signage. Customers and/or members can capture these codes on their
smartphones and be directed to a Uniform Resource Locator, or URL.
This URL can be populated with unique marketing content or redirect to main
institution features such as loan calculators, new account options or the
institution’s Facebook page. As part of a scavenger hunt, like CFE FCU’s
campaign, the QR code would link to a page registering the participant’s visit to
the appropriate ATM, allowing for another game piece or clue to move onto
the next location…whether it be real or virtual.
We wanted something that
was viral and fun and
interactive that could
engage people who weren’t
members.”
Source: In the Hunt, Credit Union Journal, 2011
Get More Out of Your ATM

11. 9
Chapter 4:
ATMs and Surcharges
It has become standard practice in today’s society to expect ATM fees at
foreign ATMs. However, consumers have been finding ways to avoid these
surcharges since they were first implemented.
A recent Synergistics Research survey reported 76% of respondents said they
should not have to pay ATM fees or that fees are too high. However, a survey
by Bankrate.com reported the average cost to use a bank ATM is $2.40 and
the most common fee is $3.00. (CUNA, 2012) Over half of those polled in a
survey for Ally Bank said they would rather search for a fee-free ATM and
would even go out of their way to use a machine in their network. (CUNA,
2012)

12. 10
Get More Out of Your ATM
To assuage the concerns of customers and members many financial
institutions have taken to providing surcharge payback options on some of
their accounts. Consumers using non-institution ATMs are charged a fee
during the transaction but are reimbursed by their institution up to a certain
dollar amount per month. What many of these banks and credit unions don’t
realize is that they are sitting on a marketing goldmine.
Financial institutions have easy access to the information telling them where
and when an ATM transaction has taken place with each of their customers
and members. What if, instead of simply paying back the surcharge, the
institution followed up with a targeted email, text message or postcard
showing the surcharged consumer where they can find nearby surcharge-free
options? Consumers have already said they will go out of their way for a
network ATM. Save the institution hundreds, if not thousands, of dollars in
reimbursements while reinforcing the brand’s convenience image.
Take it a step further. Include a link in that email or text taking targeted
consumers straight to the institution’s robust and interactive locator page,
already loaded with the pertinent location information!
76% said they didn’t think
they should have to pay a
fee or that the fee amount
was too high.”
Source: Synergistics Research survey regarding ATM fees, 2012

13. 11
Conclusion:
ATMs and Marketing Options
ATMs offer a variety of marketing opportunities for the financial institution.
Whether the institution opts to simply implement colorful branding wraps and
toppers to increase transaction numbers or invest the time and effort to create
a fully integrated marketing plan, ATMs can provide unique marketing options
for banks and credit unions alike.
With today’s new and improved technology and trends getting more out of the
financial institution ATM channel has never been easier!

14. CodeGreen, LLC is dedicated to creating
innovative marketing products and web
technology services designed specifically for
the needs of Credit Unions and Independent
Banks – all at a surprisingly affordable cost.
CodeGreen delivers a variety of simple and customizable tools to assist financial
institutions with inbound lead creation, marketing and increased ROI. CodeGreen’s
wide range of products and services have won awards throughout the financial
industry and include lead generation and intuitive mapping and locator tools like
LoanSaver™, BranchMap™, Web Hunt™ and much more!
Contact CodeGreen at 301.652.1245 or find us online at www.codegreen.org
12
About Us:
ATMs and So Much More!
Welch ATM is an independent ATM company founded in
1973. With over three decades of ATM industry experience
and service, we have developed relationships with over
1,000 financial institutions and major retailers.
Welch provides an array of ATM solutions including ATM placement, branding, co-
branding, managed services and more. We strive to provide excellent customer
service and work individually with each client to develop strategies that best fit their
goals and needs.
Welch ATM is one of the largest ATM companies in the United States and a leader in
the industry, managing over 19,000 ATMs nationwide.
Contact Welch ATM at 636.536.3030 or find us online at www.welchatm.com

15. 13
Sources:
U.S. Census Bureau (2012). Noncash Payments by Method of Payment and ATM Cash Withdrawals
2006 and 2009. Table 1184. Retrieved from:
http://www.census.gove/compendia/statab/2012/tables/12s1184.pdf
ATM Fact Sheet (2012). 2012 ABA Issue Summary. Retrieved from:
https://baft.org/aba/documents/MediaGuide/ABAMediaGuide2012.pdf
Pitt, Richard (2011). Evolving Options for ATM Outsourcing: Pooling Can Keep Your Channel
Competitive. [white paper] Retrieved from: http://www.firstdata.com/downloads/thought-
leadership/Evolving-ATM-Options-WP.pdf
Statistic Brain (2012). ATM Machine Statistics. [listing] Retrieved from:
www.statisticbrain.com/atm-machine-statistics/
CORD Financial Services (2012). Benefits of ATM Branding and Advertising for Your Bottom Line.
[white paper] Retrieved from: http://www.atmmarketplace.com/whitepapers/5621/benefits-of-
atm-branding-and-advertising-for-your-bottom-line
Kulik, P. (2002). ATM Advertising: Beating a Dead Horse? [article] Retrieved from:
http://www.atmmarketplace.com/article/136631/atm-advertisting-beating-a-dead-horse
Nielson, J. (2008). Store Finders and Locators. [article] Retrieved from:
http://www.nngroup.com/articles/store-finders-and-locators/
Passman, A. (2011). In the Hunt. Credit Union Journal. Retrieved from:
http://www.cujournal.com/issues/15_47/in-the-hunt-1011304-1.html?zkPrintable=true
CUNA (2012). Consumers Say ATM Fees Are Too High. [article] Retrieved from:
http://www.cunatechnologycouncil.org/news/4736.html

16. If you’re interested in
learning more about how
ATMs, Locators and other
Innovative Marketing Tools
can increase Brand
Awareness for your financial
institution contact us today!
Contact Us Today!
http://bit.ly/ContactWelch