How To Measure the ROI on Your Bank's Advertising and Public Relations

  1. Establish a benchmark on what you want to measure. For example, if it is awareness of bank name and or products, research the population in your marketplace to determine what the awareness level is now. This can be done through a telephone survey of about 400 households.

  2. Establish realistic objectives for both advertising and public relations. Do you want higher awareness? If so, specifically what percent increase is desired? Do you want increased number of customers? If so, exactly how many? Do you want increased profits? Precisely how much? Do you want the population to feel differently or in a specific way about your bank? If so, just what do you want them to feel or see?

  3. Put measuring devices/methods in place. This can be done easily with advertising. Just use an unlisted telephone number, a non-existent employee or a special rate. Responses to one of these can be attributed to the ad that mentioned them. For public relations, survey the audience of your efforts and see what they perceive from your participation.

  4. Conduct post research. This means go back to the same marketplace as surveyed in Step I and ask the same questions. Of course don't do this until you have completed sufficient activities to have impacted that marketplace.

Don't let anyone tell you bank advertising and public relations can't be measured in terms of affect on the bank's bottom line. It can!

30 Years

For Over 30 Years, Rick Wemmers Has Helped Banks Grow Revenue with Proven Business Development Tactics


“Rick Wemmers has been a rich resource for me over the years. He's a brilliant sales strategist who isn't afraid to practice what he preaches. He doesn't just talk about cold calling, he does it. He doesn't just talk about the value of visibility, he writes books. He doesn't just talk about consistency and integrity, he lives it. I call Rick when I need new ways to look at old problems, and you should, too.”
Paul J., General Manager, Shortcuts to Results LLC

“I was fortunate to be introduced to Rick Wemmers many years ago. Rick is a brilliant strategist and sales consultant. I have learned a great deal from Rick these past 15 years and I find his advice invaluable. I highly recommend Rick for key note speeches, seminars, or consulting in the business growth and sales area. He is a master and a fun person to be around to boot.”
Ricky Steele

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Rick Wemmers

About Rick Wemmers

Rick is a 30-year business development veteran and nationally recognized expert at helping banks capture new opportunities for sales and profits. He is a speaker, author and consultant.

In addition to completing three professional speaker’s training schools and being a member of the prestigious National Speakers Association, he has given more than 3,000 speeches and presentations. He works with banks of all sizes and has helped drive success with corporations across 50 different industries. More »

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Past Clients