Going Bananas: Why Banks Need to Take More Big Swings

 

I attended my first Savannah Bananas game this past weekend and found myself thinking less about baseball and more about community banking. Weird? Yes. Let me explain…

If you don’t know what and who the Savannah Bananas are, I promise you’re not alone. I didn’t until months ago when my daughter showed me an Instagram video of an entire baseball team doing the latest Tiktok dance trend on the field.  The Bananas’ outrageous, customer-first mindset offers lessons that banks — especially community institutions — could use right now.

Community banks have always been the backbone of their communities. And like the Bananas are to their fanbase, they should be the heartbeat of their hometowns. Jesse Cole, the Bananas’ founder, lives by a simple but powerful principle: serve with joy, be bold, and always put fans first. That mentality maps directly onto the original promise of community banking…relationships, service, trust.

But over time, many banks have been unwillingly pulled away from that core. Regulations, rising rates, tech costs, and national competition have pushed some into becoming just another option, rather than the relationship their customers count on. But what if they went back to the reason they existed in the first place? What if the customer experience really did come first again? After this weekend, I believe that’s exactly where the magic is.

 

Grab Their Attention — and Keep It

As I mentioned, my Bananas experience didn’t start at the stadium.  Videos of players breaking into full dance routines mid-game, jumping into the stands to do Taylor Swift solos and more followed me around the internet for weeks. It was bizarre. It was fun. And it had me hooked.

Then I learned how hard it actually is to get in. You have to enter a lottery just to maybe get a shot at buying tickets when they go on sale. They’ve created incredible demand and made the experience feel exclusive. It’s not just a ticket. It’s an invitation to be part of something much bigger than a baseball game.

Our seats weren’t great. I was in section 378. But when I tell you a Banana player came into our section — not once, not twice, but four times — running contests and tossing out swag, I’m not exaggerating. Every seat of the 45,971- seat stadium was treated like the front row.

 

 

And because this game was in Baltimore, they leaned into the local vibe. Princess Potassia (the Banana Princess) kicked things off with a killer rendition of “Good Morning, Baltimore,” a perfect nod to the musical Hairspray. Later in the game, fans competed in the “Crab My Pants” challenge, where yes — people literally ran the bases with steamed crabs in their pants. And if that wasn’t enough, Orioles legends Adam Jones, Nick Markakis, and Buck Showalter made surprise appearances.

 

 

They knew exactly who their audience was — and they delivered.

Eliminate the Friction

The Bananas asked: What do people hate about baseball games? Long lines. Fees. Getting nickel-and-dimed. Games that last too long. And then they systematically removed all of it. Tickets are $40, all-inclusive. Games are capped at two hours. There are no fees, no taxes. Sounds nuts — but it works.

Banks should ask the same questions. What frustrates customers most? Fees, red tape, phone trees, delays. Get rid of them. Streamline processes. Make pricing transparent. Give people back their time.

I don’t have access to any of the Bananas’ post-game survey results, but if I had to put money on one thing, it would be that the majority of fans would be coming back. Again and again.

Some banks are already doing this. People hate waiting 5 to 10 business days for a replacement debit card. Enter Instant Issue. (Throwback to my 1st Mariner and Howard Bank days — Instant Issue was a game-changer.) Or take Howard Bank’s “Keep It Local” campaign or 1st Mariner’s Flacco Fridays, when we let customers put messages on billboards ahead of the Ravens’ Super Bowl run. Our clients were part of the experience. That’s real connection.

 

Make It a Community Experience

The Savannah Bananas don’t just put on a game; they create a shared community event. Five hours before the first pitch, the party starts with music, dancing, games, and player autographs. Even if you don’t care about baseball, you’re having a blast and feeling like part of something bigger.

Banks need to think this way too. How can they turn the ordinary into something memorable?

Take Frost Bank and their “We’re From Here” campaign from a few years ago (It’s probably my all-time favorite bank campaign). The simple act of a man raising the Texas state flag wasn’t about banking—it was about tapping into a powerful, shared sense of community pride. They weren’t just a bank in Texas; they were a part of Texas.

Then there is KlariVis client, Citizens Bank of Edmond. They don’t just talk about community, they live it. Their Herd on Hurd street festival and coworking space inside a branch are perfect examples of creating physical spaces for the community to gather. And CEO Jill Castilla? She replies to almost all of her LinkedIn comments herself and has even shared her personal phone number publicly. Bold? Yes. Memorable? Definitely. Again—it’s about real, tangible connection.

Every interaction is a performance, a chance to make a moment count. The best brands make even the mundane feel magical. Banks should think that way too. What if opening an account felt exciting? What if your mobile app felt like a conversation instead of a chore? Every touchpoint is a chance to surprise, to connect, and to delight your customers and community.

 

Fail Forward

One of Jesse’s best quotes is, “You’ve got to get through the messy before the great.” That’s marketing. That’s leadership. That’s growth. If you’re not failing sometimes, you’re not trying enough.

Banks need to be willing to test, to tweak, to try new things. Pilot a new program. Launch a bold campaign. Try something that isn’t fully baked. Learn in public. Because safe doesn’t get remembered.

My fellow marketer, Allison Netzer, nails this in Think Like a Brand, Not a Bank: “Banks have to stop acting like the utility company and start acting like a brand.” That means standing for something, showing up, and creating an emotional connection, not just a transaction.

The Savannah Bananas are a masterclass in loyalty, brand, and joyful disruption. They didn’t just rethink baseball. They reimagined the experience. And if community banks are willing to do the same, I truly believe their fans — customers, teammates, and communities — will come running.