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A new level of client gift-giving

A bank’s campaign demonstrates the importance of knowing your clients

An overstretched caregiver tending to her ailing husband receives a trip to London to visit family. A woman who has received a cancer diagnosis is treated to a spa getaway. A young woman who has struggled to save for art college receives a gift of art supplies — plus a cheque to help defray her education costs.

These were some recipients of special gifts offered as part of TD Bank’s “TD thanks you” campaign. The program features videos of bank branch employees surprising customers with gifts chosen especially for them by branch employees.

TD’s campaign struck a chord with clients, YouTube viewers and marketing experts. It is effective because it “humanizes” the TD brand, says Javed Khan, founder and president of Empression Marketing in Toronto.

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