Know-How Exchange : Advertising/PR

Your target group is likely already to have multiple accounts at other banks. So the key question is, "What can your bank offer them that others banks can't?" Perhaps you're willing to sponsor a charity every month - with a percentage of profits going to it (or for every new account opened, a flat amount going to it). You're right - a brief presentation is likely not to work at all.

I would go to an event where I learn something. I would go to an event for a cause that appeals to me. I would go to an event with a presenter that is well known that I follow (like Leslie states). Or the arts, there are lots of spin off the cirque de soleil that you can help promote. An event where all you want to do is meet me and give me a sales pitch, yawn....

All of these require you to hone your marketing. If your target is the "affulent", then rethink. Look at what your bank is financing boats and no one else in your area is or marketing that. Then you combine it with a boat show and a celebrity fisherman. There are a lot of places you can go with this.

You also need to build the affluent brand more than one time events. There is truth to the saying "the difference between men and boys is the price of their toys", do a local "luxe" column in the newspaper reviewing the luxe toys. In building that message, you'll eventually be "these guys understand me". Make sure all of your image aligns. Don't respond or look like a BOA. When I walk in the door I want to know, this is a different kind of bank.