Every community bank has checking accounts and loans. So the age-old question is, how do you stand out? First Financial Bank figured it out: they went deep in one niche, and then kept going, building many specialty lending divisions and driving massive growth.

In this episode, Amber Murphy, VP and Marketing Director at First Financial Bank, shares how FFB's niching strategy transformed their marketing from generic to powerful, and why your bank doesn't need to be huge to do the same thing - something we espouse on this show all the time!

In this episode, we cover:
- How specializing actually expands your marketing opportunities (not limits them)
- Why FFB runs 3-4 ads simultaneously for different audiences
- Using blog and newsletter content to become the trusted advisor in their niches
- Where community bank marketing trends need to go in the next 12-18 months

Resources mentioned:
- Book: Getting Things Done by David Allen
- Contact Amber Murphy: amurphy@ffb1.com
- First Financial Bank: www.ffb1.com
- The Bank Marketing Show: www.bankmarketingshow.com
- The Bank Marketing Minute (Newsletter): www.bankmarketingminute.com
- Contact: contact@bankmarketingshow.com

Chris and Dan sit down with Candie Simmons, founder of CL Simmons Consulting, to talk about the people problems that slow banks down: communication breakdowns, the gap between being a great producer and being a great manager, and why marketing and compliance don't have to be at each other's throats.

Candie spent 16 years in banking (including leading marketing for a top 50 institution), now runs her own consultancy, and sits on the board of a community bank in Mississippi. She's seen these issues from every angle.

What we cover:

- The number one problem banks call her about (hint: communication!) and how it shows up everywhere - between departments, between generations, between leadership and staff.

- How to tell the story of community banks' best built-in advantage: being small enough that employees see their impact, and customers can talk still to actual decision-makers.

- How banks can use tools like Gallup StrengthsFinder to align people's responsibilities with what they're actually good at (instead of just assigning tasks to whoever's available), for better employee satisfaction, a stronger culture, and better outcomes for customers.

Resources Mentioned:

- Gallup StrengthsFinder assessment (~$30, available at gallup.com)

- Books: The Kind Act; A Few Kind Words by Tracey WIllis Gates

Connect with Candie:

clsimmonsconsulting.com: Reach out for a free consultation.

When it comes to advocating for the future of community banking, few voices carry more weight than Rebeca Romero Rainey. This week we had the privilege of sitting down with Rebeca, the President & CEO of the ICBA, for a candid and thoughtful conversation on where the industry is heading.

Top of mind for us all is how community banks can stay strong amid competition from fintechs and non-bank players. Rebeca's vision is that the path forward isn't about becoming someone else, but about owning what makes community banking unique. Yep, Dan & I loved hearing her sing our song about that!
She didn't hold back on the tough stuff either. We talked about regulatory clarity, the risks and rewards of adopting AI, and the challenge of attracting new talent to the industry. But through it all, Rebeca's optimism was clear: community banks are agile, trusted, and human, and that's their real superpower.

Some of the key takeaways that we can all use:
 Embracing AI doesn't mean losing your human touch. We must embrace it but
approach it responsibly.
 Speak to the real human differentiators that community banks have in an
increasingly digital world.
 Succession planning and leadership development must evolve and be
priorities.
 We need to make it easier (and less costly) to start new community banks.
 Some of the leadership principles that Rebeca relies on most are listening and
taking action.

Resources:
BankMarketingShow.com
When it comes to advocating for the future of community banking, few voices carry more
weight than Rebeca Romero Rainey. This week we had the privilege of sitting down with
Rebeca, the President & CEO of the ICBA, for a candid and thoughtful conversation on
where the industry is heading.
Top of mind for us all is how community banks can stay strong amid competition from
fintechs and non-bank players. Rebeca's vision is that the path forward isn't about
becoming someone else, but about owning what makes community banking unique. Yep,
Dan & I loved hearing her sing our song about that!
She didn't hold back on the tough stuff either. We talked about regulatory clarity, the risks
and rewards of adopting AI, and the challenge of attracting new talent to the industry. But
through it all, Rebeca's optimism was clear: community banks are agile, trusted, and
human, and that's their real superpower.
Some of the key takeaways that we can all use:
 Embracing AI doesn't mean losing your human touch. We must embrace it but
approach it responsibly.
 Speak to the real human differentiators that community banks have in an
increasingly digital world.
 Succession planning and leadership development must evolve and be
priorities.
 We need to make it easier (and less costly) to start new community banks.
 Some of the leadership principles that Rebeca relies on most are listening and
taking action.

Resources:

BankMarketingShow.com

ICBA: https://www.icba.org/

Rebeca: https://www.icba.org/w/rebeca-romero-rainey

LET (Leadership Effectiveness Training): https://www.gordontraining.com/leader-effectiveness-training-l-e-t/