Know-How Exchange : Advertising/PR

It's all about relationship building. I know 2,500 people is a lot, but that doesn't mean you have to speak to them all! Make sure your existing customers are talking you up by going to visit them occasionally to say hello and make sure they are satisfied (and just happening to speak to nearby coworkers). Walk around and speak to each receptionist, asking for information on who might be a good person to contact and see if you could just go knock on their door to say a neighborly Hello and drop off a business card.

It's understandable why the building has a lot of anti-marketing rules; it would get obnoxious after a while with all the businesses trying to advertise to one another, especially since I bet there is a decent amount of turnover. Remember you're not "tricking" anyone-- you're just networking. (And remember networking goes both ways! Be prepared to consider their business services too, or pass them on to an outside friend/acquaintance.)

Its actually easier to market to a small group than to a broader base. You can be lazar sharp in your focus, and your clients are already in pain-- to cash their cheques, they have to drive. That is a great start!

You should get from behind your desk and start to visit their offices and start building a relationship. This is very different than "advertising outside your space". I'd target business accounts as well. Imagine the relief you'd give to the book keeper/ accountant- they have a banking issue and the convenience of just walking downstairs.

Ask for their business. Make appointments. Every call should have a reason-- if you have a new savings plan, make that the reason to strike a conversation. You'll do just fine.

Sell Well and Prosper tm

Would agree with Sfowler with regards to building some quality relationships with some big time clients that have big money to invest --- in-fact all of your clients are relation-laden opportunities no matter how big their savings accounts are.

For a long time I have been a customer of a certain bank in the U.S. and they just don't get customer service. In-fact the U.S. banks along with their low yielding interest rates are atrocious when it comes to customer service. The banking system is something to laugh at because the joke is on the consumer.

I have been looking for a bank that actually calls you up on the phone and tells you that your savings has reached a certain level and that they are recommending placing your savings into a higher yielding account for the benefit of the client -- that goes a long way. The bank I am with now -- I have to contact. It is the whole Buyer Beware mentality at work -- which is all wrong when banks all preach customer service. Action speaks louder than words.

A good bank relationship means the bank is looking after the client not the bottom line of the bank first. That is the difference! Bank profits will increase with satisfied customers and higher returns attract bigger investors. That is the formula for success in banking!

Depends on what you're willing to do.

Stand outside with the smokers.
"Free Krispy Kremes today" poster on the window
Wear a HUGE company logo pin.
Got a security guy in front? When someone comes in, have him ask: "Are you looking for AKL Financial?"
Free coffee kiosk in the lobby.

There ARE things to do. I'm hoping it's your landlord and not your company that is restricting you.

Michael

I would focus one or a few portions of that crowd at one time. Start bringing one or two offices donuts or fresh fruit every Tuesday morning.

You can't be restricted from using the mail. Send them a letter and remind them that you are in the same building.

Try seeking help from one of the other offices. Generally people like to help and if you use their services they might be more likely to use yours.

Start a free financial advice meeting every second Wednesday of the month and start building relationships that way.

It will be a long process but the payoff will be worth it.

How about arranging some social events for the building, such as a company team softball game, or a family picnic? That way, you get everyone out of the building where there are so many rules and get them where you can have control of them. You can provide soft drinks and hot dogs and the equipment to have the softball game, and each company in the building can provide a team.

Your building manager can't mind if you are working for the good of the building to create a community, and might actively help you get it done.

Perhaps there is a roof area where you can throw a social night or get to know your neighbors party. Or maybe there are crime risks in the building and you can organize the crime watch/neighborhood watch program. Or maybe you can organize a lunchtime fitness program where you walk around the building to burn calories. Maybe you can have an afterwork cookout with free hot dogs (after the cafeteria closes.)

All of these things are going to take time and effort, but you'll become one of the most recognized tenants in the building and if you are using your office space/reception as the place where people get information or sign up to participate then they will become very familiar with coming to your office and aware of your services.

Good luck!