A Recipe for Attracting Prospects
This seems like a good time to show you another way to get the attention of prospects and solve the dilemma some marketers have when it comes to halo copy.
As a quick review, halo copy refers to good deeds your financial institution does in and for the community. You publicize the stories to advertise your actions to consumers so they know you’re more than a brick building or a faceless corporation. I offered plenty of examples in another post you can review in a few minutes.
There are only two arguments I sometimes hear when the topic of halo copy comes up. First, the marketers say, they don’t have any ideas. Second, they have offices in many communities, so they don’t want to single out one event in one community. (Both weak arguments.)
While today’s suggestion isn’t actually a “good deed” story, it takes care of the no-idea problem and can help with the second situation.
One ACTON Marketing client offered a gift for an account opening and chose the cookware premium months in advance. Then it asked its customers to submit recipes that could be used with that style of cookware. The winning recipe earned a prize and some recognition for the cook. Next, the recipe was printed in the marketing acquisition mail piece along with the premium description.
It planted the idea — here’s your gift and here’s a tasty way for you to use it.
This recipe idea generates interest among current customers because of the contest competition and gives prospects a reason to hold on to your promotional offer longer.
By the way, our salesman who worked with out client on this project baked pans of the recipe at home and brought cinnamon rolls to our office one day. My sweet tooth was very grateful.
I’ve also inserted a premium tie-in recipe into magalogs where I have space to devote to the premium offer. A pumpkin French toast recipe for use with a George Foreman grill premium is one actual example.
There are variations on this recipe idea you can try. Be creative and win the attention of your accountholders as well as your prospects.
See more about halo copy along with ideas you can use at your own financial institution.
Here’s a description of a magalog and how it works.