Question

Topic: Advertising/PR

What Is A Go To Market Advertising Strategy?

Posted by Anonymous on 2/24/2005 at 12:36 PM ET 250 Points
Regional Bank A takes over Regional Bank B to expand its geographic market. Both are well established in their respective regions.

What elements would Bank client A expect to see in a go-to-market advertising strategy from his agency team?
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RESPONSES

  • Posted by koen.h.pauwels on 2/24/2005 at 1:02 PM Member
    Just my 2 cents on an important aspect:
    I believe the launch strategy should consider the brand naming issues: local banks often have a strong local following, which may switch if the name of the acquirer immediately transplants the old trusted name. Therefore, many banks will leave the old name as is for a while (slowly introducing the new name in conjuction), and only delete it after tests have shown consumers are assured of good experiences for the future
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