A sweepstakes was a key component of this business checking campaign.

• Position: Marketing News - Liberty Bank (Middletown, Connecticut - Brief article

One of the most challenging marketing problems is convincing business customers to switch their checking account from one bank to another.

Liberty Bank, Middletown, Conn., recently conducted a business checking campaign that appeared to have some success with encouraging switches among target prospects: mid-sized retail businesses. The campaign involved a sweepstakes with really good odds--in which prospects could win up to $2,500.

The campaign included telephone, direct mail and in-person visits. Initially, prospects were contacted by telephone and told they would be receiving a sweepstakes invitation. All the prospect had to do was check the preprinted number on the postcard by going to the local bank branch. It was the branch manager's responsibility to develop the sales dialogue.

If...