1. Understanding Outside-In Marketing
This client meeting was not going to be run-of-the-mill.
You see, this client was one of the largest banks in the world, with a traditional approach to marketing honed over many years of using ads on top of offers that weren’t too far away from free toasters when you open your Christmas Club account. Nowadays, no banks offer Christmas Club accounts, and they don’t give away toasters, but their approach to marketing is very much the same. All banks seem to run the same two kinds of ads all the time.
The first kind is very practical: “FREE CHECKING!” (For some reason, capitalizing the words makes the offer better.) We’ve all seen these kinds of ads, whether they are hawking refinancing with no closing costs ...
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