How to Steal Customer Attention


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“Marketing is interruption,” says John Oxford, head of marketing and corporate communications at Renasant Bank in Tupelo, Miss. “How do you steal attention?”

On the latest episode of the ABA Banking Journal Podcast, Oxford discusses Renasant’s content strategy to engage potential customers without making them feel like it’s an awkward brand interruption. On Renasant Nation, the bank has produced six shows that have been viewed more than 10 million times — the shows cover small businesses in craft industries, the adventures of DIY home renovators and unsigned musicians in Nashville, and “it’s very light touch on Renasant,” Oxford says. “Banks are part of everyone’s story in financing, protecting and lending.”

Oxford also discusses:

  • The perils and pitfalls of rate-driven advertising.
  • The origins of the Renasant Bank name and brand.
  • Two big macro trends in marketing: data integrity and digital targeting.
  • Highlights from the upcoming ABA Bank Marketing Conference — early bird registration ends on July 17.

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