Product category:
Direct marketing agencies
News Release from: TDA
Edited by the Marketingservicestalk Editorial
Team on 15 May 2008
Alliance and Leicester starts direct
drive
Alliance and Leicester Commercial Bank is encouraging established businesses, turning over up to GBP1 million a year, to switch to its Free Business Current Account with a direct marketing campaign.
TDA has devised the marketing activity, incorporating national press ads and direct mail, to highlight the Free Business Current Account's benefits The approach challenges time-limited current account offers from the Big Four banks, pointing out that Alliance and Leicester Commercial Bank's offer stays free
This article was originally published on Marketingservicestalk on 26 Mar 2008 at 8.00am (UK)
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"Our Free Business Current Account is the best on the market, with a credit interest rate of 5.73 per cent AER, free and unlimited day-to-day banking for the life of the account and free cash deposits up to GBP4,000," said Tim Bartlett, Senior Marketing Manager at Alliance and Leicester Commercial Bank.
"This value is underpinned by great multi-channel access through the AandL branch and Post Office network and internet, telephone and mobile phone banking, plus we are the number one business bank for customer satisfaction.
"Our aim is to overcome switcher apathy, by emphasising that other High Street banks' time-restricted free banking promotions may look enticing, but represent poor overall value when the customer moves onto their standard banking.
"Alliance and Leicester Commercial Bank represents great value for money today, tomorrow and in the future versus the competition".
"The creative concept neatly conveys the Free Business Current Account proposition by reminding customers that other deals have a 'use by date'," said Jamie Taylor, Senior Account Director at TDA.
"Alliance and Leicester Commercial Bank is the only bank that truly offers free and unlimited day-to-day non-cash banking as standard".
The media schedule includes key national daily press.
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