WELLS FARGO BEGAN an innovative program March 1 that places advertisements at many of the San Francisco bank’s automatic teller machines in and around the Bay area.
Internet bookseller Amazon.com was the first to sign on at 340 of Wells Fargo’s 850 ATM centers.
In addition to promotions benefiting local nonprofit groups, another ad offers discounted ski lift tickets. Starting in April, AT&T will be touting its Worldnet service.
The bank learned through customer research that ATM advertising is “a way for us to add value for our customers,” says Barry McCarthy, Wells Fargo’s vice president of marketing and business development for express banking. “They tell us that ski lift tickets and other discounts at the ATM are valuable and something they’d like to seeexpanded. We’re offering the tickets to existing customers as one more great reason to bank at Wells Fargo.”
The ads pop up in such a way that they do not lengthen the transaction time. For example, as customers approach the ATM, an offer for discounted tickets flashes on the screen. They then have the option of choosing “ski lift tickets” from the menu screen before or after they do their banking. They can select a ski package at one of four Lake Tahoe resorts. Purchase confirmations print on the back of the banking transaction receipt.
Not Limited The service isn’t limited to Wells Fargo’s customers. “We hope, and have evidence to show, that non-Wells Fargo customers purchase tickets and consider becoming customers,” McCarthy says.
The Amazon.com ad pops up while the banking transaction is taking place. It offers a $10 discount toward the purchase of a book if the customer signs up for Wells Fargo’s free online banking service. The URL for Wells Fargo’s Web site (www.wellsfargo.com) is printed on the back of the receipt so the customer can register. A code is also printed to verify the Amazon discount.
A third ad, which appears on the “thank you” screen after the transaction is finished, features one of 22 area nonprofits to which the bank has donated money.
At press time, the bank had tallied only a few days’ worth of responses, and while specific numbers were not provided, McCarthy says: “The first couple of days look terrific, with more significant increases in signing up than we’ve ever had before.”