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A Retail Approach

First Niagara Bank, Lockport, New York, is taking a retail approach to marketing its products and services, including inserts into newspapers and coupons. The circulars are inserted into daily and weekly newspapers and each piece will promote up to seven consumer and small business products/services. The marketing approach is designed to move away from the traditional limited-time offers and use coupons instead as call-to-action tools to build traffic and emphasize the bank's positioning statement ("the best value and service, every day").

Copyright © 2004 Bankers' Hotline. Originally appeared in Bankers' Hotline, Vol. 14, No. 6, 10/10

First published on 10/10/2004

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