Marketing materials on the teller counter: what's the best practice: below are excerpts from a recent online question-and-answer session conducted by marketers who participate in the ABA Marketing Network's Online Community.

• Position: MARKETERS' FORUM

QUESTION:

My question is about the teller counter. It seems to be too cluttered, and there is outdated material in the deposit slip area. What are some best practices, and what have you seen to be effective in that area?

Buster Craig Marion State Bank|Sterlington, La.

RESPONSE:

We Keep Only Materials Related to Current Promotions on the Counter

Regarding our teller counter, I usually try to keep only materials related to our current promotions right on the counter. Any other brochures and fliers are kept in a file folder behind the teller area so that they can easily access the materials if a customer is interested--but they don't clutter the area.

We do have a few brochures on FDIC insurance, etc., that are always on display, but I do limit the number of product brochures. Ideally, the materials addressing current promotions would be used by the tellers to start a conversation with a customer, but that doesn't always happen, so I am just happy if the materials are within eye sight of customers! Wendy Young River Cities Bank Wisconsin Rapids, Wisc.

RESPONSE:

We Think Its a Bad Idea to Clutter Up the Teller Counter with Brochures

We don't really keep anything on the teller counter or on the check-writing station, save for some FDIC information. My bosses and I think that keeping brochures on the counter clutters it up.

We instruct our tellers to use the marketing pieces as conversation starters with our customers. We encourage the tellers to get to know our customers through conversation, then offering information about the products and services the customer lacks.

Even when we launch a new product or have a really great offer, we don't put that information out on the counter. Our tellers hand that information to the customer along with their receipt. That way, we know the information gets directly into the customer's hands. If it's just left sitting on the counter, it's up to the customer to notice the brochure and be interested enough to want to take it. By handing the information to them, they're more likely to actively look at it.

Additionally, this helps with keeping tabs on outdated information so your stations aren't junked up with old info--creating an atmosphere of neglect.

Instead of full, tri-old brochures, we tend to use more statement stuff-style handouts. They're smaller and easier for the tellers to give to the customers with their receipt.

Aubree Williams

The First State Bank | Oklahoma City, Okla.

RESPONSE: Acrylic Holders...