The Challenges of Marketing Communications:Opportunities for Energy Efficient Financial Tools  Ass. Prof. PhD Ilijana Petr...
Why are there bank robbers?Bank ads make it seemlike its easier to just walk inand get a loan.       University American ...
WE NEED TO CAREUniversity American College Skopje - Macedonia
Introduction– Banks’ Marketing  communications  during crisis– Changes in marcom  approach– Opportunities for EE  building...
Banks MarCom during Crises                             • Advertising Budget                             • Communication’ s...
Marcom during crises• Ogilvy (1985) presents the results from the  recessions from 1974, better profit for those  who didn...
Change of the approach• Some banks, changed the communication tactics and  did not decrease their voice (Bulik, 2009)  – C...
Credit Suisse BankSource: www.credit-suisse.com             University American College Skopje - Macedonia
Ads for EE building loans   University American College Skopje - Macedonia
Schneider ElectricSave 30% off yourbuilding’s energy bill…• Stress the BENEFITS• Provides additional free  support• EDUCAT...
Media spending changeMEDIA                          2009 vs. 2008 year         4th quarter 2009 / 2008TELEVISION          ...
Employees• Eagle (2008) stress the importance of  the bank’s employees   – Address same attitudes and customers’     conce...
Services Marketing StrategiesSource: Kotler (2010) Principles of Marketing                       University American Colle...
RESEARCH IN MACEDONIA    University American College Skopje - Macedonia
Advertising budget in MK• Budget                                          Ad Budget change  – Total advertising    budgets...
Banks Marcom mix in MK         Direct        marketing         PR           researchsponsorships Promotions               ...
Trends in MarcomNon-traditional media pioneering usage  – Guerilla marketing  – Digital media:     • online advertising   ...
Product communication in MK                                                                                               ...
EE Build Financing             Western Balkans Sustainable Energy Financing Facility                               WeBSEFF...
EE Building financial instruments• In the case of EE financial instruments’ marketing  communications for corporate client...
EE Build financing for Citizens• In the case of EE financial instruments’ marketing for  public consumption   • relative c...
What is NEXT?• CSR BANKS• Offering EE Building  loans• Objectives:   – Increase Mass     AWARENESS   – Initiate ACTION    ...
HOW?  Mass                   Educational                    DirectEducational                    EVENTS                   ...
Conclusion• BANKS go into the FUTURE• PLAN    &      ACTION• TODAY           University American College Skopje - Macedonia
THANK YOU FOR YOURTIME!petrovska@uacs.edu.mk        University American College Skopje - Macedonia
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Marketing Communications for Energy Efficient Building Finances

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  • Distinguished guests,I’m Ass professor at the SBEM at the UACS in Macedonia, and Head of the Marketing DeparmentAs my previous working experience was a Marketing manager of one of the bigest Banks in Macedonia, my research interest is based on the Banks marketing communications
  • We wouldn’t like our banks’ ads to lie that is easy, but neither we would like to offer complicated procedures and expensive loans.It is about US. It is about our FUTURE and the BANKS MUST understand the importance of CSR – not just in a way of donating money and sponsoring their favorites football teams.
  • Banks must start thinking about OUR FUTURE and CARE about OUR PLANET.Therefore ENERGY EFFICIENT BUILDINGS must have appropriate PLACE and better CONDITIONS in Banks’ FINANCING instruments
  • This research is covering results regarding Banks’ marketing communications. The period covered is during the last financial crises from 2008.It presents different approaches, media, offerings and changes in the Banks’ marketing communicationsAt the end we will see what are the opportunities for the Banks in offering EE buildings financial instrumentsFirst passive building in Macedonia20 passive buildings with 15kw per m2 for heating = 320kw of not isolated buildings EXPRO STRUMICA
  • Ogilvy, the advertising guru, written in his book in 1985 about the advertising budgets during the recession from 1974. It shows that companies that didn’t cut the advertinsg budget had bigger profits than those who cut the Ad budgetsHowever the results from the 2008/2009 financial crises are showing that top 10 banks in the wolrd decreased the ad budgets for that period.
  • Also there are several examples of world banks that didn’t decrease their ad budgets, but they have changed their communication approach
  • Electric
  • Starting from august 2009 until November 2011 we have
  • Bidejkitrebada se komunicirateskamaterijanaklientite, bvankite se fokusiraatsamonavipklienti, imodzemapovekevreme- a kreirasredinanagriza za klientite- oddrugastranatoa se klientivokoi se prilicnosigurnidekakegivratatparite- tukaimasituacijananiskopoznavanjenapridobivkiteodovieproekti- DEKA SE VSUSNOST SAMOISPLATLIVI I pogolembrojnakorisnicimozatdagikoristat
  • Case studies- Show cases
  • Actions driven by cases and project replication possibilites/ Capacity building for banks’ loan officers
  • What is the conclusionwe need a network of diff stakeholder, therefore we are all hereTo care about our planet and The history and the research showed that they should NOT stop the communication, but they should change the approach!-offering CSR products, offering EE build loans. This will influence on Banks’ reputation for its long term sustainable developmentCommunication approach – using Educational approach to mass population and the society, using PR in cooperation with media and training the Employees
  • The proposed Nakheel Tower in Dubai is set to be the world’s tallest building after completion in 2020 with a total height of more than one kilometer. The mix-use development will include a harbor, a cultural podium, and residential districts in the heart of the New Dubai Development.The tower also aims for LEED Platinum certification through the implementation of a vast array of green technologies like black water treatment, storm water harvesting, reuse of fire test water, solar panels, wind turbines, and high voltage power distribution.The tower is divided into four separate towers with two slots through the height of the tower to allow wind pass through the structure. This innovative concept will reduce the wind loads and will allow for larger floor plates on the higher levels – skyscrapers usually taper towards the top due to wind forces.  With more than 200 floors, the four towers will be connected by bridges every 25 floors that will serve as ‘sky-lobbies’ and recreational areas that will include restaurants, parks, and gyms.http://www.architecture-balar.com/2010/09/1.html
  • Marketing Communications for Energy Efficient Building Finances

    1. 1. The Challenges of Marketing Communications:Opportunities for Energy Efficient Financial Tools Ass. Prof. PhD Ilijana Petrovska, Prof. Dr. Marjan Bojadziev and Makedonka Dimitrova University American College Skopje - Macedonia
    2. 2. Why are there bank robbers?Bank ads make it seemlike its easier to just walk inand get a loan. University American College Skopje - Macedonia
    3. 3. WE NEED TO CAREUniversity American College Skopje - Macedonia
    4. 4. Introduction– Banks’ Marketing communications during crisis– Changes in marcom approach– Opportunities for EE buildings financing instruments University American College Skopje - Macedonia
    5. 5. Banks MarCom during Crises • Advertising Budget • Communication’ s approach • Product offer • Marketing communications’ mix • Media usage • Customers • Employees involvement University American College Skopje - Macedonia
    6. 6. Marcom during crises• Ogilvy (1985) presents the results from the recessions from 1974, better profit for those who didn’t cut the Adv. budgets• Crises in 2008/2009 decreased the ad budgets of top 10 banks (AdAge Data center) University American College Skopje - Macedonia
    7. 7. Change of the approach• Some banks, changed the communication tactics and did not decrease their voice (Bulik, 2009) – Charles Schwab customize towards the customers – JPMorgan introduced “The Way Forward” message – City Bank started campaign “Never sleeps” – Credit Suisse Bank more emotional and human approach “Delivers what really matters” University American College Skopje - Macedonia
    8. 8. Credit Suisse BankSource: www.credit-suisse.com University American College Skopje - Macedonia
    9. 9. Ads for EE building loans University American College Skopje - Macedonia
    10. 10. Schneider ElectricSave 30% off yourbuilding’s energy bill…• Stress the BENEFITS• Provides additional free support• EDUCATE• Online contact and lot of information University American College Skopje - Macedonia
    11. 11. Media spending changeMEDIA 2009 vs. 2008 year 4th quarter 2009 / 2008TELEVISION - 9,5 - 2,4MAGAZINES - 17,4 - 11,5NEWSPAPERS - 19,7 - 8,9INTERNET 7,3 - 2,1RADIO - 20,3 - 12,5OUTDOOR - 13,2 - 5,4Source: Kantar MediaBiggest decrease is for financial services,automotive industry, local services, retail anddirect response University American College Skopje - Macedonia
    12. 12. Employees• Eagle (2008) stress the importance of the bank’s employees – Address same attitudes and customers’ concerns – Inform customers about their security – Persuade the customers about bank’s security and reputation University American College Skopje - Macedonia
    13. 13. Services Marketing StrategiesSource: Kotler (2010) Principles of Marketing University American College Skopje - Macedonia
    14. 14. RESEARCH IN MACEDONIA University American College Skopje - Macedonia
    15. 15. Advertising budget in MK• Budget Ad Budget change – Total advertising budgets decreased 23% – NO budget for EE buildings in 2008/2009 at MK banks no change 20-30% change University American College Skopje - Macedonia
    16. 16. Banks Marcom mix in MK Direct marketing PR researchsponsorships Promotions Advertising University American College Skopje - Macedonia
    17. 17. Trends in MarcomNon-traditional media pioneering usage – Guerilla marketing – Digital media: • online advertising • social media • E-mail direct mailings • Mobile SMS advertising University American College Skopje - Macedonia
    18. 18. Product communication in MK Significant decrease in Loans marketing communications budgets Media budget allocation by products type campaign for banks in Macedonia in 2007-2009 50% 46% 45% 40% 35% 33% 30% 30% 28% 25% 20% 19% 19% 20% 17% 17% 15% 14% 13% 10% 10% 10% 10% 8% 6% 5% 1% 0% 0% Corporate Housing Loans Consumer Loans Business Loans Credit cards Deposits 2.007 2.008 2.009Source: data provided from Zenith Optimedia group Macedonia as from 15.01.2010 University American College Skopje - Macedonia
    19. 19. EE Build Financing Western Balkans Sustainable Energy Financing Facility WeBSEFF Total60,000,00050,000,00040,000,00030,000,00020,000,00010,000,000 0 Volume of approved loans by month Cumulative loans approved Cumulative loans disbursed University American College Skopje - Macedonia
    20. 20. EE Building financial instruments• In the case of EE financial instruments’ marketing communications for corporate clients the banks orient only towards present and VIP clients • trusted financial portfolio • long-term relationship • client growth care University American College Skopje - Macedonia
    21. 21. EE Build financing for Citizens• In the case of EE financial instruments’ marketing for public consumption • relative change of approach –in 2011 • lack of in depth knowledge of the benefits and the payback by both banks and consumers • minor distinction between other pure consumer oriented loans and EE ones University American College Skopje - Macedonia
    22. 22. What is NEXT?• CSR BANKS• Offering EE Building loans• Objectives: – Increase Mass AWARENESS – Initiate ACTION University American College Skopje - Macedonia
    23. 23. HOW? Mass Educational DirectEducational EVENTS MarketingAdvertisingPromotional Public Informative Activities Relations Offices Employees Word of – Sales Mouth University American College Skopje - Macedonia
    24. 24. Conclusion• BANKS go into the FUTURE• PLAN & ACTION• TODAY University American College Skopje - Macedonia
    25. 25. THANK YOU FOR YOURTIME!petrovska@uacs.edu.mk University American College Skopje - Macedonia

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