Marketing Forum - Louisville

If you are not a KBA member, please contact Jamie Hampton at or 502-736-1278 for the possibility of attending at a non-member rate.

Seminar 9 a.m. - 4 p.m. local time. Registration begins after 8:30 a.m. with breakfast.


Marketing: Capitalizing on Your Competitive Advantages David Carlson

All financial institutions have competitive advantages. Large banks have convenience (i.e., lots of locations) and large marketing budgets along with a host of other real and perceived benefits. Small financial institutions often have a stronger connection to the local community, paired with the ability to know their customers or members more fully. Small financial institutions cannot win when they follow the lead of mega-banks in implementing service charges as well as adding complicated products and services. Given these differences, all financial institutions must maximize opportunities to go beyond their core and/or traditional advantages by providing more solutions to more people.

  • Understand how to capitalize on your community institution's competitive advantages
  • Learn best practices for expanding your market share
  • Utilize data to understand the impact of customers on overall profitability

The Brand Truth Kimberly Clay

A brand is the most valuable intangible asset to any person or entity. It has required tireless energy to shape this persona since its inception. All strategic goals and initiatives are created in support of the brand. Unfortunately, a misstep or hearsay could tarnish it beyond recognition. Knowing where you stand versus where others see you is the key in managing a brand. This session will explore how to measure, decipher and commandeer your brand's truth with the help of numerous case studies.

The Total Customer Experience

The customer journey spans three phases; onboarding (the beginning of the relationship), ongoing (the fluid customer) and outgoing (the end.) The singular interactions or transactions throughout define the entire customer experience. Maintaining and cultivating this relationship is a never-ending exercise. The relationship can be lost prematurely due to a bungled transaction, mis-information or digital channel malfunction. Comprehending the total experience delivered by your institution is paramount for growth and profitability. This session will explore the marketing research tactics best utilized to monitor the entire journey. Benchmark data and actual surveys will be presented.

Cancellation Policy

Cancellations received more than 30 days prior to the event will receive a full refund. Cancellations received between 29 days and 10 days prior to the event will be charged a $50 processing fee. There will be no refund for cancellations received less than 10 days prior to the event. Substitutions are always welcome and encouraged. All cancellations and substitutions must be submitted in written format prior to the event.
8/15/2019 - 8/15/2019
Kentucky Bankers Association
600 West Main Street
FIRST FLOOR Training Room
Louisville, KY 40200

About the Speaker(s)

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Mr. David Carlson
David Carlson
Kimberly Clay
Kimberly Clay

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Thursday, 15 August 2019

9:00 AM - 4:00 PM
8/15/2019 9:00 AM