... Your Online Business Source ...


TD Bank Tries “Random Acts of Convenience” Guerilla Marketing Tactics

In January, as it continues to rebrand after absorbing Commerce Bank, TD Bank looks to advertise its "convenience" positioning through a series of guerrilla marketing events.
 
"What we tried to do is replicate the surprise and delight tactics that happen within each TD Bank store," says Greg Siano, executive vice president of media services at Tierney Communications, the agency that developed the campaign.

 Commerce Bank (the predecessor of TD Bank) was known for its customer amenities, such as being open seven days a week, extended lobby hours, free coin-counting machines and treats for kids and dogs.

As part of the promotion, the bank is running an "At Your Convenience" sweepstakes, with prizes such as a personal chef, housecleaner or chauffeur-driven limo to and from work for a week.

The company is also conducting "Random Acts of Convenience" in its markets along the Eastern seaboard.

 Among the acts: handing out free cups of coffee in the morning and TD-branded umbrellas on rainy days.

The bank has also partnered with several local dry cleaners and restaurants to offer free pizza delivery and dry cleaning to random customers. For the holiday season, the bank will offer free gift-wrapping, shopping advice and TD-branded shopping bags at local malls. "We tried to explore things that were convenient," Siano tells Marketing Daily, of the promotion. "We're doing anything that makes people's lives more convenient."

In addition, in partnership with Yahoo Shopping, the bank created an online gift-finder that helps people identify and find the perfect gift for everyone on their list. The site, which went live earlier this week, asks a series of questions about the recipient (such as age, gender and interests) before giving gift advice. The gift finder will be promoted primarily online, Siano says.

One does not have to be a TD Bank customer to receive the random acts of convenience. In fact, the bank is counting on reaching potential customers, Siano says.

TD Banknorth purchased Commerce Bank earlier this year. The merged company has been reintroducing itself as TD Bank through television ads featuring Commerce Bank spokespeople Regis Philbin and Kelly Ripa. The company is using the tagline "America's Most Convenient Bank." Other branding initiatives include blanketing train stations in Philadelphia and New York with advertising, as well as newspaper ads touting the in-bank conveniences. The company has more than 1,000 branches along the Eastern seaboard, with a footprint extending from Maine to Florida.

return to this month's issue




Home | News | Subscribe | Biz Radio | Media Kit | About Us

Marketing leaders seek out information from other marketing managers to better manage their enterprises. Marketing executives focus on getting and keeping their organizations profitable. By providing information on finance, marketing, staffing, employees, technology and sales to marketing leaders this website provides a unique platform for information exchange. Marketing leaders are in need of information to increase productivity and raise profits.

This website's award-winning staff distills information from a variety of sources to create a digest of marketing strategies that work for other marketing managers. Offering marketing managers and owners the best in terms of information and suggestions, this website is designed to be an easy, short read.

Marketing managers seek solutions to everyday problems that affect their bottom-line. The best sources of these solutions are other marketing managers who have encountered and solved these obstacles.

By continuously reading this website, marketing managers can learn much to improve their small enterprises. Other managers with larger companies can also benefit.

Functionality and brevity are important to marketing managers, owners and that is what this website's editorial is based on. Marketing managers know this website will often be ahead of national media in identifying trends and potential obstacles to marketing success.