BtoB's Best: Direct Mail (Multi): Northfield Bank

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Agency: Mint Advertising, Branchburg, N.J. Campaign name: “Pedometer Mailing” Launch date: October 2012 Why we liked it: Most of us don't count the number of steps we walk, but it wouldn't hurt to know. Northfield sent a personal message to prospects telling them how many steps they are from the nearest Northfield branch—and included a Northfield-branded pedometer. The mailing also noted that a Northfield manager would soon be calling to follow up. Prospects also received additional mailings in the form of postcards about particular products. We appreciated the personalization and creativity placed behind such a simple message.
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