Is it worthwhile to spotlight a business customer-of-the-month in your branches: below are excerpts from a recent online question-and-answer session conducted by marketers who participate in the ABA Market Network's Online Community,.

PositionMARKETERS' FORUM

Should We Consider Highlighting a Business Customer-of-the Month.?

Our branches want to start spotlighting a Customer-of-the-Month. Some of the suggestions have been to have the tellers wear that company's T-shirt, have a display table with handouts, coupons, etc. I have a few concerns about offending other business customers who may offer the same product or service. ... Has anyone allowed this in your branches and do you have guidelines or procedures you could share?

Dana Cochran

New Century Bank | Dunn, N.C.

To Me, the Negatives Outweigh the Positives

I understand why you would like to do it, but in my opinion, the negatives will outweight the positives. I have always tried to find a way to do cooperative promotion with business customers, but it usually boils down--to "opening a can of worms. ..." So many Murphy's Law things can happen, including losing that customer during the month they are being spotlighted (I know, a reach).

I get asked to post stuff on community boards, use my digital TV to promote, etc. ... Just has never been worth it in the end, but I am sure there is a way!

David Kreiman, CFMP

Glenview State Bank Glenview, Ill.

We Use our Facebook Page to Spotlight Business Customers

We spotlight our customers via our Facebook page. We have 2,250 fans now so it's decent exposure, and the businesses love it. During the December holiday, we spotlight a retail business customer each day, giving away a gift certificate from the business. Here is the address of our Facebook page: www.facebook.com/FirstUnitedBankandTrust

Jayne Baggett Barton

First United Bank and Trust Co. | Madisonville, Ky.

Our Featured Businesses Love the Extra Exposure

We are a relatively small bank in a relatively small market. That being said, we diligently promote a "Featured Business of the Month" every month.

Marketing takes photos of the featured business and creates attractive posters that are prominently located in display stands in our main branch lobby and at the featured business' location, plus we have smaller (5x7" and 8x10") versions posted on our teller line at all branches.

The featured businesses are always good customers, and we treat all businesses equally. If we feature a jewelry store customer this month, we will feature another good jewelry store customer a few months later.

The featured businesses love the extra exposure and are clamoring to be...

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