Take it to the Bank

Even after the market collapse of '08 and '09, banks and other financial institutions remain some of the strongest markets for promotional products. Large or small, banks will make use of promotional products for internal branding, customer outreach, local nonprofit sponsorship and support, and in many other ways. Whether you're looking to get your first bank client or to deepen your sales with a current one, below are seven tips to put you on your way.

1) Be aware of all the ways a bank can use promotional products

The lobby or the drive-through window aren't the only places banks and other financial institutions use promotional products. "They use them in community-
based banking promotions, new account premiums, traffic builders to get people into branch lobbies, corporate identity for employees, recognition awards and more," said Gregg Emmer, vice president, chief marketing officer for Kaeser & Blair Inc., Batavia, Ohio. Other areas you will want to consider are new product launches or pushes (like electronic banking), or any nonprofit work or sponsorship the bank may be doing.

2) Try selling to multiple departments within the bank

In line with point No. 1, banks have multiple departments with purchasing budgets that would be interested in promotional products. Marketing and PR departments are the obvious choices, but don't forget to consider human resources (for internal incentives or recruiting items), or even a purchasing department responsible for in-office branded stationery and uniforms.

3) Corporate identity matters

Look for ways you can improve a bank's corporate identity, and be ready to explain why it matters to clients. "Corporate identity is fundamental marketing for banks," said Emmer. "Any time they have a meeting everyone should have a logoed beverage container (cup, mug, water bottle), logoed note pad, logoed pen, etc. A bank is more than a financial store—it is a consultant-type business and strong corporate identity helps customers trust their bankers."