Pub. 1 2010 Issue 3

fall 2010 21 Along with adapting some new ideas to the traditional forms of advertising, many businesses are “target-marketing and cross-promoting” to their existing customers. After all, the customer already believes in the company’s products, services, and people. Promoting more services to an already satisfied client makes sense. New ways to achieve this, include: • “Digital Video Advertising ”. Simply put, these are LCD TV screens, placed in your lobby, (and in some cases, in your drive-thru) with ads promoting virtually every product and service that your bank offers. It’s like opening up every brochure that’s been sitting there in your lobby, and giving it new “life.” Additionally, it enhances the modern look and feel of a bank. The key to success with this program ? Find a great company that offers a good track record, excellent service and an exceptionally low price on equipment and ongoing ad creation. If a company offers a price that seems a little high, it’s best to wait until you find a price that you’ll love today, and still be satisfied with, ten years from now. Other forms of communicating/promoting to your customers: • On Hold Advertising . Rather than have some boring background music airing when callers are “on-hold” , spice it up with advertising that is doing what you want : Promoting your lineup of bank products and services, to people who already have a relationship with your bank. • Ezine : This is essentially, a one to three page, monthly “Electronic Magazine” that features information and articles, often written by your bank’s personnel. The “Ezine” is sent to every member of a bank’s customer email list. Consumers read helpful information in the Ezine, and contact your bank for more information. It’s a great, informative promotions tool. Additionally,with the proper software, an EZine can be created “in-house” in just two to three hours per month. The bottom line: Think about your habits as a consumer, and adapt your marketing to reach hard-working , successful people like you. Q If you have questions or thoughts about the information listed in this article, please contact TimMaxwell, President of Great Advertising Factory, at 717-814-5395, or email at tim@greatadfactory.com .