Paying for checking accounts.

AuthorWachtel, George

THIS MULTIPANEL SELF-MAILER FROM CHASE BANK is looking to "buy" new checking and savings customers with a significant bonus offer; but, they sell themselves a little short of making a strong sale.

* Mailer Layout This is an intriguing piece for the recipient ... as the message "unfolds" in an eight-panel horizontal mailer. The outside panel presents the key selling feature: a $400 bonus for opening both a new checking and savings account. While they really highlight the dollar amount, they could have used stronger words, like: "A cash bonus of $400 is waiting for you."

* Cut-Out Card: When readers open the card, they see a bonus card that both highlights and explains the offer ($200 for each account, with some strings attached).

* The Headline: I would hope that the phrase "Banking Refined." is a well-advertised slogan for Chase because it has very little selling power to this checking and savings offer.

* The Inside Headline: Again here, it seems like they are going for "chic and upscale" but miss out on an opportunity to use stronger selling words. Most people who might take them up on this offer would do it for the attractive cash bonus--not to "Experience a valuable banking relationship."

* Call to Action: This panel is used to urge readers to "Open their account today" but wastes space by repeating the account restrictions (for at least the third time) and leaves the "deadline" of April 25th in...

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