How We Think

Here at KHJ, we are always looking for ways to improve campaign performance. We look to optimize message, channel, creative, and even timing. Day-part strategies are nothing new, we’ve been buying broadcast against our target audience’s daily schedules since the beginning. Want to get people to come into a restaurant? Buy evening drive-time radio. Looking to boost sales of coffee? Morning news is your friend.

But what do banks do when they want to target financial decision-makers?

There’s a lot of banking in the community, but how much community is in the bank? Today, people are seeking brands that demonstrate a commitment to the community. So to banks that are pushing product to prove their value, we ask: what’s your community strategy?

What exactly do we mean by a commitment to the community? I am not just talking about your CRA obligation, which belongs in the realm of “need to have.” I am talking about your authentic commitment to community that will make a meaningful difference and get people talking.

Yes, it’s important to offer products that appeal to the younger generation. But Millennials don’t have all the magic. Don’t ignore the financial power of boomers – they represent the largest consumer group in the US.

Yes, we understand why companies are seeking the magic fountain of youth. Our country’s demographic profile is changing more rapidly today than ever before. With the aging of the boomer population, the rise of the millennial generation, and the ethnic shift toward a Hispanic majority, companies today must understand how to relate to a more diverse population. Many companies are rushing to appeal to the millennial generation.

We are always keeping an eye on the horizon, staying in touch with not just what is happening now but what is happening next so that we can help our clients meet short term goals while also planning for the long term future. One of the ways we do this is by questioning assumptions. And there are a lot of them.