|
 |
  |
|
||
 |
Our Advertisements & Direct Mail... |
||||
|
Project: Advertising
and Direct Mail
|
In aiming to win more customers for its business banking services, Bank of Washtenaw’s competitive distinction has proven to be its exceptionally personal and attentive service. A good way to communicate this is with customer testimonials. But since many area banks already use testimonials, the danger was that Bank of Washtenaw’s ads would come off “me too.” So we helped the bank put an interesting twist on the testimonial idea. In the “Hometown Favorites” ads we recently developed for them, it’s Bank of Washtenaw praising its customers, not the customers praising the bank. The ads state the bank’s goal of living up to the excellent example set by its customers – an unexpected, yet effective way to convey its commitment to superior service. In a concurrent direct marketing campaign, Bank of Washtenaw delivers delicious cakes to selected prospects. A tag attached to each cake box tells that it came from Baker’s Nook – one of the customers profiled as a “Hometown Favorite” in the bank’s ads.
|
||||
