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First Tennessee Bank
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WHO:
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WHAT:
First Tennessee Bank, the official financial services provider of the Nashville Predators (a National Hockey League team), wanted a creative way to reach Nashville Predators season-ticket holders with an offer to take advantage of its new “Predators” checking account. First Tennessee Bank decided to utilize the U.S. Postal Service’s new Customized MarketMail™ (CMM) to convey its message.
First Tennessee Bank worked with its advertising agency Thompson & Company and Illinois-based direct mail company, ShipShapes, to create the cleverly-designed mailer in the shape of a Zamboni or ice-resurfacing machine. The plastic piece, which was mailed to 3,300 Predators season-ticket holders in the Nashville area, offered $100 and a collectible, die-cast Zamboni bank for opening a Predators checking account. The mailing was sent in two different stages to the same list.
“First Tennessee Bank hit the same customers twice because -- since we were mailing a limited quantity -- we realized we could print enough to drop it twice for not a whole lot of cost-differential,” said Lisa Meiers, Marketing Manager at First Tennessee Bank.
“We wanted to present an offer that stood out in consumers’ cluttered mailboxes,” noted Meiers. “The Zamboni piece was a way for us to reach out to our target audience of hockey fans and to create the consideration we needed.”
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WHEN:
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RESULTS:
First Tennessee Bank reports a good response to the mailing, resulting in three to four times the normal expected return on a mailing to non-customers. In addition to the unique mailer concept, the bank credits a highly targeted mailing list of team season ticket holders, and a print media campaign which raised awareness prior to the timing of the mailing.
View the front of the mailpiece (jpg).
View the back of the mailpiece (jpg).
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