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Marketing materials on the teller counter: what's the best practice: below are excerpts from a recent online question-and-answer session conducted by marketers who participate in the ABA Marketing Network's Online Community.

QUESTION:

My question is about the teller counter. It seems to be too cluttered, and there is outdated material in the deposit slip area. What are some best practices, and what have you seen to be effective in that area?

Buster Craig Marion State Bank|Sterlington, La.

RESPONSE:

We Keep Only Materials Related to Current Promotions on the Counter

Regarding our teller counter, I usually try to keep only materials related to our current promotions right on the counter. Any other brochures and fliers are kept in a file folder behind the teller area so that they can easily access the materials if a customer is interested--but they don't clutter the area.

We do have a few brochures on FDIC insurance, etc., that are always on display, but I do limit the number of product brochures. Ideally, the materials addressing current promotions would be used by the tellers to start a conversation with a customer, but that doesn't always happen, so I am just happy if the materials are within eye sight of customers! Wendy Young River Cities Bank Wisconsin Rapids, Wisc.

RESPONSE:

We Think Its a Bad Idea to Clutter Up the Teller Counter with Brochures

We don't really keep anything on the teller counter or on the check-writing station, save for some FDIC information. My bosses and I think that keeping brochures on the counter clutters it up.

We instruct our tellers to use the marketing pieces as conversation starters with our customers. We encourage the tellers to get to know our customers through conversation, then offering information about the products and services the customer lacks.

Even when we launch a new product or have a really great offer, we don't put that information out on the counter. Our tellers hand that information to the customer along with their receipt. That way, we know the information gets directly into the customer's hands. If it's just left sitting on the counter, it's up to the customer to notice the brochure and be interested enough to want to take it. By handing the information to them, they're more likely to actively look at it.

Additionally, this helps with keeping tabs on outdated information so your stations aren't junked up with old info--creating an atmosphere of neglect.

Instead of full, tri-old brochures, we tend to use more statement stuff-style handouts. They're smaller and easier for the tellers to give to the customers with their receipt.

Aubree Williams

The First State Bank | Oklahoma City, Okla.

RESPONSE: Acrylic Holders Can Neaten Things Up We do keep some brochures out for customers who are waiting for appointments, etc., to browse if they'd like. You can purchase acrylic holders from office supply places. They neaten things up some.

One thing that I have learned over the years is if the brochure or flier is house-made, you should change the appearance of the cover in some way with each iteration. It may take a bit longer when creating, but will make it much easier to know whether the brochure or flier is up-to-date when glancing at the brochure holder.

Katherine Jaeger Americana Financial I Maple Grove, Minn.

RESPONSE:

Put Only a Few Primary Messages in Front of the Customers at a Time

In the branches, I take a minimalist approach with regards to ads and brochures. We all know that consumers are bombarded with messaging these days, so my approach is to put a very few of our primary messages in front of the customers at a time.

Several years ago when I was in the branch system, it became increasingly clear that our customers didn't even notice the posters in our lobbies; that's where the staff engagement became so critical.

At my current bank, we have brochures available in racks, but honestly, they don't get much attention. Our preference is that the staff member engages our customer in a relationshipbased conversation and then provides printed information. One saying I am often repeating to our retail teams is, "They're called hand-outs, not sit-on-the-counters!"

At my last Financial institution, we made a move to eliminate brochures completely. Like any change, we had to manage staff perceptions, but in the end, they were actually much happier as they had to start the conversation with the customer rather than just hand them a brochure. If a customer wanted information to take with them, the team member could print one of the various "solution sheets" that we made available. This helped with keeping them updated, as we only had to update the shared electronic version, and there were never any outdated versions out there. And we waved a bundle on print costs!

Kris Cullen Savers Bank | Southbridge, Mass.
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Title Annotation:MARKETERS' FORUM
Comment:Marketing materials on the teller counter: what's the best practice: below are excerpts from a recent online question-and-answer session conducted by marketers who participate in the ABA Marketing Network's Online Community.(MARKETERS' FORUM)
Publication:ABA Bank Marketing
Geographic Code:1USA
Date:Jul 1, 2014
Words:778
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