These days, attracting any new business can be tough, let alone business from tweens, who tend to stash any money they haven’t spent yet in their desk drawers.
Still, one credit union that a distributor was working with wanted to try tween client development. The way to do that would likely center on finding the ideal promotional product with which to attract tweens looking to open a savings account, and also draw in their parents.
Rather than a T-shirt, the distributor suggested using a wearable accessory – in this case, an Ogio backpack with an iTunes gift card slipped inside. The multi-pocket backpack with a blue cassette pattern printed on it would be hipper, more desirable and more user-friendly for tweens. The backpacks came in the colors of the credit union’s logo.
The credit union execs agreed with the distributor’s suggestion, and they also agreed not to put their logo on the bag – a potentially less valuable promotional move, but, with a tween audience that’s possibly less keen to carry a bag with a bank’s name on it, the move made sense. The young recipients could always talk about the bag and where they got it. And, the thinking went, if they were more likely to wear it sans logo, it would be a better branding move in the long run.
All 400 backpacks were given away almost immediately during the promotion, and it was so successful they did a reorder for another 50.
