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This digital document is an article from Bank Marketing, published by Bank Marketing Assn. on December 1, 1993. The length of the article is 496 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.

From the supplier: An imaginative and highly targeted direct mail campaign has helped Huntington National Bank of Columbus, OH, establish new business relationships with over 800 CEOs and CFOs of small enterprises with sales of between $1 million and $10 million. The six-week campaign was centered upon the delivery of custom-made Everlast boxing gloves bearing the bank's name and dyed green to match the bank's signature color. The promotional gloves, which were hand-delivered by UPS, came with an enclosed personalized letter informing recipients of the corporate services offered by the bank, and its readiness to provide 'coaches' who could assist customers in evaluating their financing needs. The campaign was a big hit, as it managed to elicit a high 85% response rate from the 908 people who received the promotional gloves, more than enough to offset the higher-than-average costs of the campaign.

Citation Details
Title: The Huntington Bank, in the business market's corner. (innovative direct mail campaign) (Marketing News)
Publication: Bank Marketing (Magazine/Journal)
Date: December 1, 1993
Publisher: Bank Marketing Assn.
Volume: v25 Issue: n12 Page: p7(1)

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