Marketing at the drive-up: how do you promote your products and services to customers who prefer the drive-up window to the branch lobby? Mobile and encased in vehicles, they are a challenge both in terms of communication and interaction. Yet, they are too numerous to ignore.

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Marketing at the drive-up: how do you promote your products and services to customers who prefer the drive-up window to the branch lobby? Mobile and encased in vehicles, they are a challenge both in terms of communication and interaction. Yet, they are too numerous to ignore.

We know that the branch remains the primary forum for personal communication between the bank and the customer. We know also that the branch is the best place to inform, educate and cross-sell. The problem is that a significant number of visitors--perhaps 30 to 40 percent are not coming inside: They are using the drive-up!

How do we market to these customers? The answer involves transferring the lessons we've learned about communication inside the branch to the drive-up. It also means devising methods to lure these "outside" customers inside.

The inten...

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