TV campaign works in-store

David Reed comments that as financial services “remain a considered purchase, rather than an impulse buy, this limits the extent of interaction which customers will have with the literature.” (Branching Out, MW November 26).

To promote a service, it is essential to grab consumers’ attention in a “captive” and convenient moment. An in-store TV campaign, with the television placed near the queue, achieves this aim. TV is an attractive medium and, if used for a limited time, can convey crucial information.

Staff need to be briefed about such campaigns. Training them to ask questions or to give more detailed information to potential clients within the bank or retail outlet would increase interaction with customers. It would present an opportunity to hear what the consumer wants, and thus would benefit consumer and retailer alike.

Jeremy Williams

Client Services Director

Aspen

Kensington

London

W14

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