Independent Banker - August 2019 - 18

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receive several perks. To qualify for the bank's Primetime
Club, customers must be 50 or older and maintain a minimum
balance of $1,500 in total bank deposits in checking,
savings and certificates of deposits.
In addition to hosting local day trips, the bank brings in
experts to address topics of interest to club members. For
instance, the club brought in a lawyer to discuss estate
planning and an emergency room doctor to speak on preventing
falls and what to do if a fall happens. Club members
also receive a monthly newsletter highlighting the group's
monthly activities and a quarterly Money Matters magazine,
which features a column written by the bank president
and other articles of interest to club members.
" We put a lot of time and work into the club, " says Katie
Beadell, the director of the Primetime Club. " It's very
rewarding work. You get hugs and thanked repeatedly for
the opportunities we provide. It's worth it. "
Tips for starting a travel club
By now, you may be wondering if starting a travel club is
the right choice for your financial institution. After all, who
doesn't want to strengthen customer relations and boost
customer loyalty?
To explore whether a travel club might be the right choice
for you, start by doing your research. Talk with travel club
directors from noncompeting banks to get more information,
and then float the idea by your bank staff.
Another important consideration is the location of your
bank. Banks in small towns and rural areas may generate
more interest, especially if the town has few amenities
and events. Retiree destinations are also sometimes more
responsive to travel clubs.
Wish you were here...
Community bank travel clubs offer a wide range of
travel opportunities for its customers, ranging from
local dinner club theater to exotic international
trips. Here are a few recent and upcoming trips
to give you a taste of what's possible. Travel club
participants can:
Q Watch a St. Louis Cardinals game at Busch
Stadium
Q Enjoy a guided hike of Alaska's Denali National Park
Q Go snorkeling in Mexico
Q Explore Vienna, Budapest, Bratislava, Passau and
Esztergom on a Danube Classic Cruise
Q Discover the beauty of New England foliage with
stops in Vermont, New Hampshire, Maine and
other states.
Q Visit European countries, such as Ireland, Scotland,
England and more
QGo humpback whale
watching in Hawaii
QStand on the North Rim of
the Grand Canyon
Q Float down the Snake River
QAttend a rodeo in Wyoming
Q Enjoy the crystal-clear waters
of the Caribbean
Q Discover New Zealand
" It is really about building
customer loyalty and
relationships. These trips
allow us to know more about
our customers and cross-sell. "
-Becky Simpson, First Community National Bank
Once you've determined the viability of a travel club in
your location, you're ready to take the next step. Start by
offering a low-risk day trip, promoting the event by posting
flyers and posters and hosting an informational meeting.
An informal meeting allows you to answer customers' questions
and address concerns.
Finally, don't be afraid to fail. If your first event doesn't
get the response you were hoping for, try another. And
another. To learn what your members like and don't like,
survey travelers after an event, and make adjustments based
on participants' responses.
Over time, you'll get a better sense of whether a travel club
is a viable option for your financial institution. While travel
clubs are a great way to enhance customer relationships and
foster customer loyalty, they aren't the only way. They can,
however, be one of the most enjoyable and rewarding ways
to build deeper relationships with your customers.
Mary Yerkes is a writer in North Carolina.
18 Q ICBA Independent Banker Q August 2019
Independent Banker - August 2019

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