Reno Bank adds lobby plasma screens for dynamic merchandising.

• Position: Marketing News - Brief Article

Now that high-definition plasma screens have become more affordable, banks are starling to include them in their lobby merchandising efforts. An example is the Nevada State Bank (assets: $2.9 billion), Reno, Nev.

The bank, which is an affiliate of Zions Bancorp., recently installed 42-inch screens in new branches. Eventually, the screens will be retrofitted in all existing branches.

A plasma screen is a like a traditional television screen, only flat, and without audio. At Nevada State, the screens are installed behind the tellers so that they are visible to customers waiting in line. The screens are programmed from a central location to display a rotating assortment of bank promotions and informational features. The bank has developed "custom-branded" features as opposed to using genetic information such as sports trivia. One of the features adapted for the plasma screen in an extension of a weekly newspaper ad series called "Ask Bill." In this feature, Bill Martin, the bank's president and CEO, responds in a humorous, unconventional way...