Page 165 - Visual Marketing
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Why It Works a cartoon Keith Beith with a witty • Return on investment in gross
quip and a smile on newsletters, revenue/cost was 5,600 percent.
Keith Beith, the senior loan statement stuffers, direct mail,
officer at Proponent, is depicted in-branch posters, and online cal- • The personal goodwill generated
as a cartoon character who culators. Keith Beith grew up in by promoting Keith Beith and
guides you through the thicket of Freehold, New Jersey, in a small his cartoon likeness supports
mortgage loan processing. The town where everyone knows your Proponent’s positioning as a
campaign provides an unusual name. Beith says his name has friendly bank where your neigh-
comic approach to a traditional always been more of an asset bors may be found.
and serious topic. It’s friendly than a liability. “Once it’s heard,
and nonthreatening and invites it’s never forgotten,” says Beith. Takeaway Tip
customers to get to know the
person who will help them save Success Metrics In some industries it can be hard to differenti-
money on their mortgages. ate one company from another. Capitalize on a
Tellers wore name badges that • More than $14 million in unique name to create a memorable character
said, “Hello, my name is not new loans was generated by to demystify a process and interject friendliness
Keith Beith. (But I know who he the promotion—well beyond and lighthearted humor into your marketing.
is.)” A variety of media featured projections. PO WER TO THE PR I N T I TE M ! 144
