KeyBank Commercial Banking: field prospecting kit.

• Position: Direct Mail Single - Brief Article

Institution: KeyBank, Cleveland

Assets: $86 billion; 969 locations

Agency: Epsilon, Dallas

The bank's original goal was to develop a tool for the sales force that would help the salespeople gain appointments with top prospects. The program needed to be something that could be taken off the shelf and used on an "as needed" basis.

The result was this "field prospecting kit" that involved a premium, a set of hand-held two-way radios. The initial kit includes only one radio and, upon completion of the appointment, the prospect receives the second.

Melanie Gerik of the agency said that marketers considering similar campaigns should evaluate the audience and the type of items that will make a...