Academic journal article ABA Banking Journal

Back to Basics, Banking Style. (Marketing News)

Academic journal article ABA Banking Journal

Back to Basics, Banking Style. (Marketing News)

Article excerpt

They tell us to sell the sizzle and not the steak Good advice, but it doesn't hurt to mention the steak now and then, too. Since 1997, First Community Bank (FCB) in Olympia, Wash., has been doing just that.

As a bank, First Community's product is, of course, money, and the bank has worked hard to associate its name with money.

When it opened new branches last fall, the bank displayed billboards sporting the image of a roll of dollar bills, with the bank logo superimposed on it. The headline read: "We're On a ROLL The picture of George Washington that appears on the dollar bill-the actual picture scanned at 4500 dpi- now graces FCB ATMs, and an eightfoot-tall image decorates the drivethrough facilities. And there are ashtrays, billboards, canvas tote bags, brochures and even an Intercity Transit bus.

They've had some success with this approach: assets have grown from $176 million at the end of 1996 to $376 million in 2001. …

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