"Just twenty minutes of your time ..." A community banking direct mail success story. (includes related article): An article from: Bank Marketing
Book Details
Author(s)Maribeth Roman Schmidt
PublisherBank Marketing Assn.
ISBN / ASINB00091ZKQO
ISBN-13978B00091ZKQ4
MarketplaceFrance 🇫🇷
Description
This digital document is an article from Bank Marketing, published by Bank Marketing Assn. on January 1, 1993. The length of the article is 1244 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.
From the supplier: Madison Bank of Blue Bell, PA, employed the direct mail strategy to attract more commercial accounts for its one and only branch in Conshohocken. The community bank opted for direct marketing since its limited resources had ruled out the use of media advertising. It also recognized that establishing a unique position in the field of business banking would require more personalized meetings that media advertising cannot provide. Madison Pres and CEO Vito DeLisi sent a straightforward business letter to the heads of small businesses the bank was targeting and invited them to come for a visit. The letter promised that the 20-minute visit with DeLisi will be spent discussing how Madison can serve local businesses. After three waves of mailings, the bank received responses from 157 businesses, a 38% response rate, that expressed willingness to visit the bank.
Citation Details
Title: "Just twenty minutes of your time ..." A community banking direct mail success story. (includes related article)
Author: Maribeth Roman Schmidt
Publication:Bank Marketing (Magazine/Journal)
Date: January 1, 1993
Publisher: Bank Marketing Assn.
Volume: v25 Issue: n1 Page: p12(2)
Distributed by Thomson Gale
From the supplier: Madison Bank of Blue Bell, PA, employed the direct mail strategy to attract more commercial accounts for its one and only branch in Conshohocken. The community bank opted for direct marketing since its limited resources had ruled out the use of media advertising. It also recognized that establishing a unique position in the field of business banking would require more personalized meetings that media advertising cannot provide. Madison Pres and CEO Vito DeLisi sent a straightforward business letter to the heads of small businesses the bank was targeting and invited them to come for a visit. The letter promised that the 20-minute visit with DeLisi will be spent discussing how Madison can serve local businesses. After three waves of mailings, the bank received responses from 157 businesses, a 38% response rate, that expressed willingness to visit the bank.
Citation Details
Title: "Just twenty minutes of your time ..." A community banking direct mail success story. (includes related article)
Author: Maribeth Roman Schmidt
Publication:Bank Marketing (Magazine/Journal)
Date: January 1, 1993
Publisher: Bank Marketing Assn.
Volume: v25 Issue: n1 Page: p12(2)
Distributed by Thomson Gale
