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| Business Services Case Study |
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| "Our Commercial Banking Department has developed some new services geared to small and medium-sized businesses. We're not known for these kinds of services, and they will be expensive to implement. We want to be sure that if we introduce them, we will attract new business customers to the bank." |
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| Situation |
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A national bank was introducing some new services to attract business customers - geared to presidents of small businesses up to CFOs of medium-sized companies. A failure would cost millions, and would almost certainly result in business customers leaving the bank. In addition, it was critical that these new services offered only to new business customers did not alienate the current customer base.
The bank further wanted to be sure that the advertising agency develop marketing communication that effectively conveyed the message in the tone that was appropriate for the history and legacy of the bank. |
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| Action |
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MR&C conducted qualitative research and Tactiles® among the target audience for the product, current and potential business banking customers, and explored product features and advertising messages that most effectively communicated the allure of the new business banking products.. |
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| Result |
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The business banking programs were refined, their position developed, and the bank was assured that by introducing their products they would not alienate their current customer base. The program was launched by the bank, whose business banking revenue increased nearly 12% in the first quarter of the launch. |
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