When the Federal Reserve recently raised the federal funds rate, and set off a rise in short-term interest rates, it signaled that more increases were on the way. While the impact may be felt differently by an individual bank or credit union, there’s no doubt that financial institutions must prepare for the “new normal” of rising interest rates — especially when it comes to marketing.

A Challenge for Some, an Opportunity for Others

Seeking to temper signs of inflation in the economy, the Fed recently raised the federal funds rate from 1.5 to 1.75 percent. That immediately triggered an increase in the prime rate, which, according to Investopedia, “represents the credit rate that banks extend to their most credit worthy customers.” Borrowing costs for all other consumer credit is pegged against this number.

The United States Senate recently voted to repeal parts of the Dodd-Frank bill governing financial institutions. The Economic Growth, Regulatory Relief, and Consumer Protection Act (S.2155) or CHOICE, while still uncertain of final passage, would raise the threshold for closer Federal Reserve scrutiny from banks with $250 billion in assets from the current asset threshold of $50 billion. While there are a number of other provisions to the proposed legislation, this higher threshold is the primary target of those seeking to roll back what many believe are unnecessary regulations placed on community banks and credit unions.

Pending a compromise of House and Senate versions of the bill, and enacting the final bill into law, here are five impacts the proposed legislation would have on financial institutions.   

A shift in wealth is happening. 75% of the global workforce will be Millennials by 2025. They will have 3.39 trillion in spending power by 2018 according to the Federal Reserve. Marketing to Millennials is no longer a trend. It’s a must.

However, many financial institutions don’t fully understand what is at stake when you apply the same messaging and tone that you’re currently applying to Gen X and Baby Boomers to Millennials. Millennials are a distinct audience and they require customized, targeted marketing tactics and customer service.

At The Financial Brand Forum 2017 conference, Oregon Community Credit Union’s Deborah Mersino  shared how her organization has combined research, digital channels, a unique brand tone and imagery into an overall strategy that spiked Millennial growth by 11%. It all started with building a marketing campaign specifically targeted at that demographic.

According to Eric Ryan, Co-Founder of Method, brand marketing starts with people and then extends to products. No matter your industry, if you can get authentic culture and great products right, marketing becomes much easier.

After years of experience working in advertising and marketing, where he saw the influence of culture over brand marketing, Ryan wanted to take his understanding of consumer motivations and apply it to a tired, unsexy category: cleaning products. “Cleaning products” represent an enormous category yet it’s a sea of sameness, making it ripe for disruption (much like the financial industry). Ryan saw an opportunity to apply his marketing expertise to create a new product that could go up against incumbents like Proctor & Gamble and Tide. That’s how Method was born.

It's that time of year again...we're packing up and hittin' the road to the fall conferences. 

This weekend, September 20-21, we will be at Independent Bankers Association of Texas 41st Annual Convention in Galveston, TX. Chris and I will be waiting for you at booth #41! 

We will also be at the ICBA Leadership Convention in Indianapolis September 20-21 at booth #202. Keith and Denise will be there to answer all of your questions.