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SMALL BUSINESS BANKING:
Lessons in Acquiring and Retaining Customers
Anyone walking the streets of New York City recently, will notice an increasingly
common sight — banks on every corner. With rental prices in excess
of $100 a square foot, these banks are aggressively looking for new customers,
particularly small businesses. The marketing campaigns directed to small businesses
have been just as aggressive.There is much wrong with these
marketing approaches, but let’s look at a number of ways around the problems.
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AMERICA’S BANKER:
The Many Chapters of A.P. Giannini
A.P.Giannini never let a little thing like an earthquake get in the way of his
work, even if it was one of the strongest in memory.
A.P.Giannini never let a little thing like an earthquake get in the way of his
work, even if it was one of the strongest in memory.
The pictures of the destruction from the great San Francisco earthquake of
1906 must have been reminiscent of those we keep seeing on the news nearly
100 years later of the hurricanes ravaging the Gulf Coast. Today, we see flood
waters. Back then it was fires. But with the Great Quake, there was no
warning, no satellite pictures of an oncoming storm, no chance to flee the city
and board up windows. The earthquake hit the city like a sledgehammer
blasting through a pane of glass.
Geologists now estimate that the April 18, 1906, earthquake was an 8.3 on
the Richter scale. Like so many other people in the city, Giannini was awakened
from his sleep by the jolt that morning.
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PARTICIPATORY MARKETING ON THE INTERNET
The online experience is changing the shopping and buying habits of
consumers. It is also adding a critical chapter to the rule book of marketing.
How we structure, plan, buy and measure media is being challenged by the
direct, interactive and personalized nature found online.
Online is democratizing marketing and enabling relatively small, aggressive companies like Emigrant
Direct, to capture a market share from established brands.
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