With bookend ads, the bank pays for a 30-second spot
but, because it is divided into two 15-second segments, the
ad has greater impact on the viewer—making the message
easier for the consumer to recall.
“The beauty of it is that you create an impression in the
mind that the bank is on TV a lot more than it actually is,”
says Leland S. Steele, marketing manager.
Bookend ads demonstrate how Premier looks for ways to
get the most leverage out of broadcast ads—despite the fact
that the bank does not have a large TV budget, says Steele,
who has a background with a small advertising agency.
Premier Bank has been testing 15-second ‘bookend’ spots as
a way to get more bang for the buck with TV advertising.
A business banking testimonial from a Premier
Bank TV ad.
Consolidated under one name
Premier Bank is an affiliate of Premier Financial Bank Corp.,
which, until four years ago, had two affiliates. The other affiliate was Citizens Deposit Bank in Kentucky. These two banks
operated with separate identities in five geographic divisions.
In 2011, the holding company decided to give the Premier
Bank name to all of the banks in each division. Each division
has its own president.
In some areas, people were familiar with the old name
but not with the new one. As a result, when Steele came to
the bank in 2012, one of the first things he tried to do was
a campaign to get people acquainted with the new name.
Today, the bank has 24 locations, 19 in West Virginia,
three in the District of Columbia, two in Virginia and one
in Maryland. Many of the West Virginia locations are widely
scattered small towns.
In the past, the bank did a lot of print advertising in local
weekly newspapers. But of late, millennials are not spending
as much time with print media. To reach them, the bank has
been shifting to digital advertising. The bank still targets
consumers over age 35 in print media, but in recent years it
has cut back even for this cohort.
With the many separate small-town markets, Steele concluded that a cost-effective way of reaching these audiences
was through broadcast television. Today, most West Virginians
view broadcast TV through a cable or satellite dish channel.