Local Advertising Connects With Customers Using Inside Jokes
The Bank of Ann Arbor doesn't necessarily want you as a customer. It doesn't want patrons from random towns, in arbitrary states. Locally owned and operated, the Michigan-based bank, founded in 1995, has always had the goal of dominating in its own backyard. Over the last two years, through a series of billboards featuring inside jokes targeted at locals, it has begun to do just that.
Each billboard starts with the words "Non-local banks think" and ends with a wisecrack, such as "Mani Osteria plays for the Tigers" (it's actually a popular restaurant) or "the Jerk Pit is a singles bar" (it's a Jamaican food joint). Many punch lines were crowdsourced during a seven-week Facebook campaign that drew 700 submissions.
Continue reading this article -- and everything on Entrepreneur!
Become a member to get unlimited access and support the voices you want to hear more from. Get full access to Entrepreneur for just $5!
3 months free with code ZENDESK
Presented by zendesk