A Big 'Pop' for Online Banking.

• Position: KeyBank entices customers with popcorn - Brief Article

What's keeping your customers from banking online? The marketing people at KeyBank in Cleveland are betting that it isn't cost--it's (perceived) inconvenience.

To counter this presumption, KeyBank mailed out 118,000 bags of popcorn to customers with checking accounts and an ATM or debit card--those whom KeyBank considered to be likely online banking prospects. The popcorn was accompanied by a relevant message: In the time it takes you to pop this corn, you could have an established online account.

The campaign emphasized the immediate, hassle-free nature of Key Corp.'s online banking, says Mary Beth Hahn, Key Corp's vice president for retail banking: Instant enrollment, no forms, no waiting, instant gratification."

The first wave of popcorn packages was sent out in early March. A second wave was dropped in May. KeyBank anticipates three more mailings by the end of the year.

Such mailings...