Ep 113 - Finding The Whitespace
from Bank Marketing Show Hosted by Chris Bates, Dan Novalis
Every community bank knows they need to differentiate. But how? Most banks skip the hard part — figuring out what the market actually looks like from the customer's perspective — and jump straight to writing a tagline. The result? Messaging that sounds like every other bank in town. The answer is whitespace: the gap between what your competitors are saying and what your ideal customers actually need to hear. Find that gap, and you have a marketing message people will pay attention to. Miss it, and you're just adding to the noise. In this episode, Dan and Chris walk through a four-step process for identifying whitespace in your market and turning it into messaging that resonates with the customers you're trying to reach. The process builds on the AI and competitive analysis topics covered in recent episodes and the Kadince webinar — including a live competitive analysis demo available at bankmarketingshow.com. In this episode: • Why most competitive analyses don't lead anywhere useful — and what to do differently • A four-step process for finding the messaging gap your bank can own • The difference between digital whitespace and on-the-ground competition — and why both matter • How AI fits into this process without replacing the thinking • A simple test to know if your messaging is specific enough Resources: • Watch the competitive analysis demo in the AI webinar at bankmarketingshow.com • The Bank Marketing Show: www.bankmarketingshow.com • The Bank Marketing Minute (Newsletter): www.bankmarketingminute.com • Contact: [email protected]
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