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The Lobby Display Test As marketers, there is nothing more disappointing than creating an informative marketing piece that no one bothers to review. Everyday members call the office asking how to set up bill pay and yet the brochure that specifically tells them how to do it remains untouched in your lobby. The question is: Are you setting up your in-lobby materials in the most ideal locations? Before you change anything, you need to go and sit in your lobby several times during the span of a week. Your goal is to observe where members go when they enter your lobby, both during slow and high-traffic periods. Since most credit unions do not require deposit or withdrawal slips, is putting them on a table located on one side of the lobby ideal? A
simple test involves putting a set number of each brochure (usually 15)
out on display every Monday. On Friday after your office closes, count
how many of each brochure were taken by the members and then move the brochures
to another location in the lobby. Do this over the course of about a month
until you find the ideal location for our in-lobby brochures.
As
a tip, one of the best locations I found for brochures is in a display
stand right next to the line members stand in while waiting to see a teller.
Not only does it provide the member with something to do while standing
in line, it will often lead to them asking to open a new account or receive
additional information on a service available when they walk up to the
teller! Reply to this thread and post your own questions or ideas on our free Credit Union Marketing Forums. |
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