For the sales reps at ING , the Dutch bank’s involvement with Formula One racing was a dream.
The bank’s marketing team rolled through central and eastern Europe last summer, arriving at shopping centres and universities with a replica Renault Formula One car in tow. Wherever they went, crowds queued to be photographed with the show car, all wanting a taste of the sport’s glamour.
Having collected personal details, salesmen would turn up at the fans’ homes a week later with a copy of the photograph. It was the perfect way to get their attention.
ING said that between 6% and 7% of the people it visited ended up buying financial products – a far higher proportion than from a regular sales push. …Â More info
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