New Solution Lets Banks, Other Organizations Control Local Marketing
The solution, My Marketing Programs Online, was developed by PNT Marketing Services, Long Island City, NY. It allow large organizations to provide approved marketing materials to their branch offices or sales forces -- as well as an approved list of customers or prospects they can mail materials to -- online.
"The key here is that we allow large companies to control the marketing of their branch offices or sales forces, which is important from a brand perspective and also from a budget perspective," said Tony Coretto, managing partner at PNT.
Here's how the service works: A branch manger or other employee goes online (to a Web page on the Internet or through an extranet) and chooses a type of promotion. Choices include newspaper ads, an e-mail marketing campaign, a direct mailing or a special-event invitation such as a wine tasting or a branch opening, among other choices.
After clicking on the promotion, he picks the quantity of pieces he would like to send, as well as a target -- such as a specific set of customers or a group of prospects in a targeted geographical area -- and a drop date.
"You get the flexibility to change the creative whenever you'd like -- once a week, once a month or once a year, based on your needs or budget," Coretto said, adding that the company offers customized solutions of the service for the banking, real estate, retail and other industries.
The company works with Lasertech Direct, a nationwide printing and fulfillment company, to send the mailings, though customers have the option to use their own printers or vendors. It also works with Donnelley Marketing, which scrubs the data every 30 days to eliminate names of people who don't want to be contacted.