Independent Banker

By Anthony Sidiropoulos

“Marketing Through The Ages”

Featured in the June 2004 edition of the Independent Banker, a monthly magazine published by the Independent Community Bankers of America, “Marketing Through the Ages” gives great insight into what it takes to draw and keep customers through the generations.  Author Anthony Sidiropoulos turns to DMA’s president and CEO, Rich Weissman, as an expert in market segmentation research. 

Banks can’t just market through industry averages, but rather, they need to make the switch to looking at the specifics of customers to better understand the stage that they are in their life.  Specifically, banks need to understand their Gen X customers.   

“… [Gen X customers] don’t want to be treated special,

if you will,

but to be treated well.”

- Rich Weissman, DMA President and CEO 

DMA works with financial institutions nationwide.  Through the use of their IDM™ (Integrated Database Marketing) system, DMA helps their clients segment their customers by identifying life stages, profitability and cross-sell opportunities.  DMA believes that successful marketing and sales is all about impacting the bottom line, and that customer profitability, and not just volumes, is what makes for high performance.

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