For Only a Few Dollars More, You Could Bond a Client to You for Years We all know that the economy is in the pits, and unfortunately, advertising is one of the first casualties. But, it doesn’t have to be. For only a few dollars more, banks can turn a staple into a marketing tool that not only helps customers, but builds relationships with their corporate clients as well. We’re talking about that piece of paper—the ATM receipt. If you are like most financial institutions, blank stock has been replaced with receipts that at least bear your logo. But for the same price as that one color print job, you could bond a corporate client to you for years. Let me explain.  Many banks and credit unions are integrating the message on the ATM screen onto their receipts. For example, the offer to open an upgraded checking account or apply for a home equity loan can easily be printed on the receipt that your customer walks away with…the same receipt that is carried around in a wallet or purse until it finally makes it into an electronic or paper register. But how many of those customers really come back and apply for that new checking account? Change the scenario. Let’s assume that one of the bank’s large corporate customers is a tax service, a restaurant, or an automobile repair chain? Can you imagine the surprise, delight and loyalty that you are going to get when the bank manager offers to put their clients’ advertising on their ATM receipt? Imagine Susie stopping to get cash on the way home so she can take the family out for dinner…and on her ATM receipt is a special offer coupon for the restaurant down the street. Not only does she use the coupon, but she comes to watch for special offers on her ATM receipt—offers she only gets from your bank. And the restaurant owner…think he is about to go anywhere else for a banking relationship? Not likely. Whether it’s integrating the bank’s brand, helping customers, or building corporate relationships, ATM receipts are far more valuable than given credit. A recent survey by Synergistics Research Corp., an Atlanta based marketing research firm, found 49% of those surveyed thought coupons for goods and services dispensed through ATMs were useful. So why aren’t more people trying this marketing approach?  Our guess is that marketing folks don’t always think about this medium when developing marketing programs, or that ATM supplies are relegated to operations or the IT departments. But those who are overlooking this valuable tool are overlooking a great opportunity to help their companies…especially in these tough economic times. For more marketing tips, visit our archive.