How CFN Works

CFN or Consumer Financial News is a television network dedicated to entertaining, educating and motivating our clients within the branch environment. What looks like news and commercials are actually psychological prompts that create interest in and questions about our products and services.

This exciting new channel gives clients great financial tips and provides them with entertainment while they’re doing business with us.It is a marketing and merchandising tool designed to trigger our client’s hidden needs, wants and desires. CFN acts as a dialogue builder. A conversation starter for your client.

News
The main programming on CFN is a type of news we call ‘news you can use.’ It gives clients tips on how to best save, manage, earn and protect their finances. CFN opens clients up and gets them ready to talk about products or services that may be beneficial to them. Once a seed has been planted in their mind, all you have to do is be ready to respond to their needs.

After we have them warmed up with “news you can use” the commercials within the programming suggest products and services that clients may need. These direct response ads end with strong calls to actions, motivating clients to speak with a representative about signing up for the products that best fit their needs. All you have to do is what you do best. Talk to them about the product they show interest in.

Building Dialog
To make CFN even more powerful, we’ve developed a series called ‘Just Ask’ The series works by proactively suggesting that clients speak with you about their needs or concerns. These short statements raise questions within the mind of the client about particular financial questions. When clients are told to ‘just ask’, its a golden time to sit down and speak with them about their needs.

Branding
Branding messages are designed to build brand awareness, recognition and affinity. Branding plays a key role in helping the client to remember you and why you are better than any other bank. Branding positions you as a company that is for and about the customer. It is who you are to the client and it is who you are to yourselves. The client is the only reason you’re here. And you want them to know it.

More Entertainment
Music videos on CFN are another way entertainment helps sell. They take the client on a positive mental journey. Or simply put, they put the client in a good mood. The music videos on CFN also reduce perceived wait time. In turn, clients become more receptive to branding and advertising messages.

All combined, every aspect of CFN has one purpose. And that’s to get the client to take the first step and approach us with their financial needs and issues. That is why CFN is a marketing machine. It’s a way to build a stronger financial relationship with every client.

Suddenly, your competitor’s ferocious marketing initiatives are not the hurdle we once thought. Instead of competing directly with other banks, you have focused on what your client truly wants. After all, banking products and services are all generally the same.