Affinity Bank, recently bought by Fidelity Bank, had a clever way to engage with customers – by having them get in better shape.
The first question may be… what led them to this conclusion? Were all their customers out of shape? My second question would be, how did their marketing team package this? But alas it worked and worked well, so I’ll break it down for you here.
The concept was simple: incentives. Affinity Bank in Georgia decided that they could use simple incentives to inspire a healthier customer base. Rightly so, the added benefit is, now instead of conversations about banks and finances being taboo, customers were more inclined to share with others about their new exercise program they were on, which just so happened to be sponsored and orchestrated by their bank.
How This Bank Encouraged Their Customers To Get In Shape
Not only was the concept simple, but the program was simple in practice as well. All customers had to do was keep track of their daily steps. If they hit a certain threshold of daily average steps per month, they were eligible for a lower rate on their accounts.
At first glance many banks would be concerned they are losing too much by lowering rates, however, Affinity found it had many uses. In fact, Ed Cooney, Affinity Bank’s CEO at the time, believed so much in the program, he built “Fitness Bank” directly tied to Affinity Bank.
Talk about looking out for the community! Encouraging folks to get up and get outside, to get their blood pumping and breathing fresh air. Through initiatives like this that inspire a community, “community” banks can set themselves apart and flourish.
What are you doing to engage with your customers?
Banker Report 
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