The Greater Building Society’s head of marketing John Dwyer had a clear message for the 80 people attending last week’s (October 15) monthly Maitland Business Chamber member meeting – have a “WOW” factor in your marketing.
Mr Dwyer used the Greater’s successful Seinfeld campaign as one example. He said research by The Financial Research Company shows the campaign has dramatically lifted its brand profile and that, in its area of operations, awareness of its campaign is higher than those of the major banks.
Mr Dwyer said that 60% of people surveyed were aware of the campaign and that 49% linked the campaign to the Greater.
“The research company said to us that 20% would have been a good result and that 49% was a State of Origin type result,” Mr Dwyer said.
The research also showed that people were more aware of the Greater’s new campaign than the Commonwealth Bank’s campaign. Prior to the Seinfeld campaign, the Greater was ranked second, behind the Commonwealth, in the list of financial institutions with advertising of which people said they were most aware.
In terms of brand awareness, the number of respondents who said that they knew something about the Greater Building Society after the campaign launched was 13% higher than it was before the new campaign.
Two groups of more than 1000 people living in the Greater’s area of operations (regional NSW and Queensland’s Gold Coast) were surveyed online, the first group a month before the campaign launch and the second group seven days after the launch.
John Dwyer will also be guest speaker at a business fundraising breakfast for the Hunter best healing centre for survivors of abuse, Mayumarri, on November 26 at Noahs in Newcastle.
Media information: Craig Eardley on 0437 477 493 or John Dwyer on 0419 447 528
