Bank Regains Business with Direct Mail Promotion

Challenge: To revitalize inactive accounts and reclaim customers.
A bank wanted to activate business with existing customers whose accounts had been idle for an extended period of six months. The financial managers knew they had superior customer service to offer, if only they could express it in a convincing manner. They decided to contact promotional specialists to develop an effective strategy to attract inactive clients to the branch and earn back their business.
Solution: Invite clients to a seminar via direct mail campaign.
To promote its dedication to exceptional customer service, the bank ordered 600 ThermalPro Auto Mugs with a digitally printed insert that outlined its improved services. The 600 mugs were mailed exclusively to inactive clients, along with an invitation to attend a breakfast meeting to learn about the new business services. The mugs carried the slogan “Personal Attention…You can bank on it!” to reinforce the individualized banking experience. The customers were also encouraged to bring their travel mug to sip at the seminar, and even to fill it up for the way home!
Result: The travel mug and seminar worked to gain business!
The travel mug stood apart from junk mail clutter and proved to elicit a strong response from recipients, generating a large turnout for the breakfast seminar. The direct mail tactic provided a tangible keepsake for customers that represented the quality of service they would be due to receive as esteemed clients. In turn, the seminar became a worthwhile return on investment, with 6 percent of inactive accounts confirming their business with the bank.