Marketing

The PNC Logo

Company Logo

PNC Financial Services Group's logo consists of an orange circle on a blue background. Within the circle sits a white segmented triangle. They veered away from the color green, which is an interesting choice considering that green is commonly associated with money. This is perhaps because of rivals companies such as Huntington Bank and Citizens Bank. On the contrary, however, PNC did choose to be represented by the color blue, which is an extremely common color used in the company logos of banks. Examples of banks with blue logos include Bank of America, Citi, and Chase, just to name a few.

Marketing Team

Currently PNC does not divulge any information on their marketing team. Rather than having a Chief Marketing Officer they have a "Chief Customer Officer," Karen L. Larrimer.

Karen L. Larrimer is PNC's current Chief Customer Officer and Head of Retail Banking. As CCO, she is responsible for PNC's consumer businesses, business banking, brokerage, distribution channels, and all of PNC's enterprise customer advocacy and digital marketing. In the past she held the position of chief marketing officer and executive vice president of business banking, but PNC seems to no longer have a CMO position listed. 


Marketing Strategy
Since PNC does not publish anything about their marketing strategy, we can only assume certain aspects. An important marketing strategy for a financial services group, as well as any other company, is being honest and not being misleading about the services offered. PNC would also likely try their best to keep up with current trends to make sure their advertising is reaching a larger audience. Keeping up with trends also helps the company develop new services, or change current ones, based on the needs of their customers. One strategy that we do know is that PNC actively works on its presence on social media sites. They have accounts on  Facebook, Twitter, YouTube, Pinterest, Linked In, and Instagram.

Marketing Mix
Product

• Banking services
• Customer relations

Price

• Free to join
• PNC offers free additional services such as online banking

Place

• Social media
• TV commercials
• IndyCar 2018

Promotion

• Customer referral bonuses
• Bonus for opening a new account

Sponsorship

In Pittsburgh, PNC and baseball go hand-in-hand. Along the Allegheny River PNC Park sits proudly on the North Shore, right next to the Roberto Clemente Bridge. Reaching beyond Pittsburgh, PNC sponsors many other events. In October 2018 they sponsored the Erie Community Mutt Strut, raising money to donate service dogs to veterans.

From left to right:
Chip Ganassi (owner of Chip Ganassi Racing), Scott Dixon (driver),
Bill Demchak (chairman, president, and CEO of PNC),
Connie Bond Stuart (PNC regional president for central/southern Indiana)

PNC recently had the opportunity to sponsor car No. 9 for the 2018 IndyCar events. The bright orange, blue, and white paint-job of the car contrasted well with the blacktop of the racetrack and provided uncommon advertising. Car No. 9 and its driver, Scott Dixon, competed in all seventeen IndyCar races held around the world and were watched by millions. Scott Dixon placed in the top three for nine of the races.

Think with Google
Using Google Trends PNC can track how frequently their company is searched for online and how it compares with their competitors. This is just one of the many Think with Google tools that the marketing team can utilize for conducting research.

When compared to Bank of America and Wells Fargo in the last 12 months, PNC was the top search in only two states.

PNC was the top search in 18 states when compared to JPMorgan Chase and Citigroup in the past 12 months.










Google Analytics is another Think with Google tool that is popular in the marketing world. This tool helps track trends and visits in relation to their company website.