ABN AMRO:
Small Business Checking Acquisition

Free checking delivers profitable new customers.

To successfully introduce a new business checking product, many banks offer it "free,” yet they often promise more than they deliver. Heinrich’s task was to help convince ABN AMRO prospects that this was the real deal: more free transactions, more free services, and great LaSalle service. Direct mail was designed to drive new small business leads to the bank’s branches and phone centers. A simple worksheet dared readers to compare their current bank fees to the free checking offer. Now through the "control” approach, we are continually adding new test strategies to maximize results.

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