Successful and Unique Selling
Propositions on the Web
by Nick Hershberger
by Nick Hershberger
redneckbank.com
I have worked in the banking industry for
the last 11 years as a computer programmer. Specifically, I work on online
banking development. I have had the opportunity to view several financial
institutions marketing positions. One of the most unique selling propositions I
have encountered in this space is the financial institution redneckbank.com.
This site’s brand is a personal favorite among my colleagues and me. The design
of the online banking site is to appeal to “redneck” or working class banking
customers with a sense of humor.
Redneckbank.com’s proposition to the consumer is to
“inject a little fun into the seriousness of the banking business” by theming
the online site with a country treatment. The homepage greets visitors with a
horse that whinnies, an outhouse to access the online banking product and
several other rustic elements. This unique branding creates a proposition that
the competition cannot or does not choose to offer. Additionally, this
distinctive take on banking has the potential to create a strong proposition to
attract new customers, like those that are intimidated or fearful of
traditional banking websites.
The redneckbank.com homepage
lingscars.com
Another example of a truly unique selling
proposition on the internet is http://www.lingscars.com. This site is a
web designer’s worst nightmare. Colors clash, animated gifs rotate, popups abound,
and the site seems difficult to navigate. However, the site leased over 80
million in cars in 2012. Not bad for a website with animated planets circling a
Ling Vader head.
The lingscars.com homepage
These companies have found a niche on the internet that few companies
can find or sustain. A commitment to a design outside the norm, has created an
experience customer can truly remember.
What a great blog this week! I'm blown away by the Rednecks bank, and while I understand the niche market they reached, it's hard to believe that anyone actually will bank through a website that has a horse whinnying in the background! I understand there is a large segment of people that are intimidated by online banking websites though, so I see the appeal. Its crazy as well that people can still find a niche on the internet that other companies have not, or have not been successful within. It seems like the internet is saturated in every way possible, but you certainly found some unique online businesses. I really enjoyed reading about these websites and I may have to check-out the redneck bank!
ReplyDeleteI have never heard of either one of these websites, but I find them quite interesting because of what they have done to their websites to grab people's attention and be able to hold those customers. The first website, Redneckbank.com, is very out of the ordinary for online banking. Most people would think that the online banking would be very simple in design, but Redneck bank has taken that to whole new level by grabbing another market's attention. Like you have mentioned, some people are not sold on the idea of online banking, but the Redneck bank has reassured them that they are safe using their site. The second website, that you mentioned, seems like a very busy website and sometimes that drives people away because they want to access a website that is easy to navigate around. However, I have looked over some reviews by customers and everybody seems to be very impressed with what the website has to offer. By having good reviews, other customers are more than likely to give the website a chance before choosing to go to another website. I absolutely loved this post!
ReplyDeleteThese website definitely uses different strategies to grab customers attentions. Innovations like this can be risky, considering that the success of the website is attuned to customer's preferences. Sometimes it pays off to have a risk by thinking outside of the box and sometimes it does not. The bank successfully demonstrates that they relate to the customer. It's refreshing to customers that this particular bank does not see customers as a revenue source. Rather, this bank portrays an understanding from a customer's point of view that they are trustworthy and works in the customer's interest. My opinion on the other example is neutral for in web design class, the overall perception of the website is poorly designed. However, as you mention, there is a high customer review for the website, not because of the design, but because of services and products that the website offers. Thank you for sharing these examples.
ReplyDeleteHaving a degree and work experience with computer programming and web design myself, I have to agree that the design of lingscars.com is a designer’s worst nightmare. It was a difficult site to visit personally because I could only focus on what was wrong with the design, but can see how it would fit a niche market. There are plenty of reviews and business going through the site, which means something is working for the site. The Redneck Bank was not something I had ever heard of prior to reading your post, but found it to be a very unique and innovative stance to take in the banking industry. Clearly this is not for everyone, but for average banking consumer, this is a great alternative that clearly targets a market that exists.
ReplyDelete