Trust and authenticity are key themes that come up in my conversation with Pete Markey, Marketing Director at TSB. The bank that’s putting people at its heart, TSB is breaking ground in its mission to drive competition in the UK banking sector and establish itself as a challenger brand to competitors including HSBC, Barclays, and Santander.
Today, consumers look to personal recommendations – the ‘Holy Grail of advertising’, says Facebook’s Mark Zuckerberg – for advice they can trust.
If you have a good, committed team working for you – or, indeed, loyal customers repeat-shopping – you’re already in an excellent position to capitalise on this.
The new wave of Influencer Marketing is where brands turn to their teams and customers to do some serious advocacy for them.
Big name brands among the financial services, clearly, have a lot to work with – enjoying enormous existing teams of employees, and customers.
We decided to explore some of their approaches.