loan decisions are made locally—and where the technology
is the same as that available through larger banks. Premier
emphasized its local character by focusing on its involvement
with community charitable activities.
After a while, Steele found that using 15-second bookend
ads as a follow-up to 30-second ads was effective at reinforcing the message and building frequency.
Last winter, the bank launched a business banking testimonial TV ad campaign during the 2014 Winter Olympics.
Premier produced 30-second versions featuring three business
customers. Then, Steele followed up with pairs of 15-second
bookend ads, each featuring two different business customers.
This campaign was supplemented by radio ads.
More recently, the bank launched a new deposit account,
StartFresh Checking. Targeted to customers who have expe-
rienced difficulty in opening a checking account, the product
was launched with a 30-second commercial. Once the product
message was established, the bank switched to 15-second
bookend ads. Each set of bookend ads contained one ad
about StartFresh in conjunction with another bank message.
Steele says he takes reach and frequency in consideration when he makes a media purchase. Reach refers to
the number of viewers who have an opportunity to see
an ad during a given time period. A common measure of
reach and frequency, called gross rating points (GRPs), is
misleading when used with bookend ads, Steele says, since
it gives the same rating for two 15-second ads as it does for a
single 30-second—even though the shorter ads are broadcast
twice as often as a 30-second ad. For this reason, Steele does
not work with GRPs.
Steele avoids placing ads during prime time because of
the cost. Instead, he targets morning times between 5 a.m.
and 9 a.m. and late afternoon between 4 p.m. and 5 p.m. “We
like news sponsorships. For a campaign, we will place ads
for between three to six months at a time. A lot of people
tune in for news and information.”
Bookend TV ads are a little trickier to develop because
of their length.
A TV ad from Premier Bank dealing with its
StartFresh checking product.