KeyBank needed a series of videos to bring their customer relationships to life. Through research with business owner prospects, we learned a very simple, basic idea: They understand that their size pales in comparison to larger organizations; however, they still want to feel like a priority. From their perspective: I know I’m a small customer to you, but my business is a big deal to me. I want a bank that makes me feel special.
Whether it’s a local, regional or national bank, small-business owners have an array of partners to choose from — all with similar offerings and varying levels of service. KeyBank had to turn the heads of small-business prospects that were dissatisfied with their current provider and have them switch their business to KeyBank.
Who better to tell the story of what it means to feel special than actual small-business owners who have benefitted from a relationship with KeyBank? The agency worked with KeyBank customers on the video series featuring: a local ice cream shop run by two brothers; a mom-and-pop grocery store closely connected to its community; a manufacturer who successfully used a USDA-backed loan; and a thriving, woman-owned quilt shop.
Over the course of the eight-month campaign, the videos generated an average CTR of 0.72%, and in a few months the campaign saw CTRs as high as 1.40%. Nice results, considering the benchmark CTR for financial services videos is 0.52%. Due to the encouraging response, the campaign was extended into 2013, featuring additional big-deal customer stories.
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