ABA Bank Marketing

A number of financial institutions appear to have been "blown away" by the success of a tissue-pack marketing campaign launched in April 2006 by Commerce Bank (assets: $43 billion; 400 locations), Cherry Hill, N.J.

As a result, five other banks have launched tissue-pack campaigns of their own. According to the vendor, AdPackUSA, New York, the banks are PNC, Pittsburg; American Founders Bank, Lexington, Ky.; Chelsea Groton Bank, Groton, Conn; First Place Bank, Elyria, Ohio; and State Bank of Long Island, New Hyde Park, N.Y.

Commerce Bank initially ordered 250,000 tissue packs. The packs featured the bank's "Mr. C" cartoon character on the outside and a coupon insert offering a cash incentive for consumers to open a new account. The bank distributed them at select branch offices, nationwide sporting events sponsored by the bank, minor league baseball games, business conventions/meetings and a range of local community events.

The response was so strong that several months later, the bank ordered 2 million more packs. The bank estimates that it currently distributes about 80,000 tissue-packs every month. Consumers continue to bring in their coupons to open new savings accounts, according to the bank.

It's the most effective promotional tool we've ever used," says Ronald Mendoza, the bank's vice president of merchandise. "We attribute the success to several key points: the cost per unit, the quality of the product, the high level of branding and the impact of the coupon. It's the perfect marketing tool."

Passing out tissue-packs with a promotional coupon is considered a type of "intercept" or "experiential" marketing- in which a promotion containing a brand message is placed directly into the hands of the consumers and the promotion has a lasting impact as consumers continue to use it.