I am the marketing manager of two branches of a financial institution. One branch is located inside of an office building where there are 2,500 people. We are high on a hill away from any restaurant, bank, store, etc. You have to get into your car to go anywhere. We are tenants of this building. There are 1-3 employees in the branch. We have been associated with the company for a long time – although our personnel has changed.
I am having difficulty reaching this audience as I am not allowed to be in the company’s newsletter, advertise outside of my area, (including the cafeteria), or have access to email accounts, unless requested.
I have glass entrance doors in which I put large posters, have had some raffles to draw people, but I am uncertain how else to reach this audience. If they read the local paper or listen to the radio – they will hear our ads – or if they visit our website in which many have online accounts with us…
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Jay’s Answer: Let’s assume that most of the people have seen your signs, but still haven’t come in. This indicates to me that you haven’t given them a compelling reason to talk to you.
You have a number of options: change your copy to be more clearly benefit-oriented, change your copy to be more interesting (for example, tell an amazing story, a mini-chapter-a-day with your sign. The story would be financially oriented, but something that gets people to want to read the next “chapter” as soon as they arrive that day. Keep previous chapters on your website to allow people to get up-to-date. If done well, it’ll create buzz. The last day, offer to have the main story person give a talk on the subject, story, etc.), or conduct a survey (to find out what people need)(instead of talking to them, simply provide bowls of candy under signs indicating their financial problem, and people vote by taking the candy).