The Power of newspaper advertising
The power of advertising sometimes works in magical ways. It’s been said that advertising is somewhat like praying, not knowing if, and when, the prayers will be answered.
This positive tale is about the surprising impact and power of local newspaper print advertising:
Dianne Bartlett is a civic leader in the metro area. She is an avid Villager reader, and we see Dianne often at community events. We attended the National Western stock show livestock auction as her guest last year. She successfully purchases a prize steer to support the college student fund.
The story begins with our creative marketing director, daughter Susan, signing an advertising agreement with a new client, Berkley Bank on Belleview, DTC. Dianne tells her story of what happened next: “Over a year ago I was reading The Villager and spotted a picture in an ad that rang a bell with me. The ad was placed by Berkley Bank with a picture of an old bank interior in Downs, Kansas (circa 1890s) with three women and three men. It showed the old teller cages and desks, etc. One of the women looked familiar in my memory. I went over to the bank and introduced myself and asked to see the president. A very nice young man, Brandon Berkley, came to speak with me. I told him about our farm in Kansas that was close to Downs. I explained that years ago, about that time frame, my husband, Max Bartlett’s mother Maud Coatney, had worked in a bank in Downs. We did not know the bank’s name and that picture seemed familiar to me. I asked if he happened to have the names of the individuals in the picture? He said that he would check with his parents who owned the bank in Downs that is still operating in a new building). He phoned me a few days later and asked if I would stop by the bank as he had information on the picture with name’s attached underneath. Lo, and behold, you guessed it, there was Max’s mother in all her glory, in that same bank. I was very excited because he had very few pictures of her and really didn’t have much information on her, but in her stuff given to Max was the same picture, but with no information as to which bank and the date.
“Needless to say, we got to talking and he showed me around the bank. He was so kind, and all the staff were so friendly and pleasant. As fate would have it, I was using a bank that I had used for years that were impersonal and unfriendly. As banks are now, you have no personal contact and just to get someone on the phone was like pulling teeth. I was most impressed with Berkley Bank and promptly checked them out and opened two accounts. In the last year I opened two more accounts after closing all of my accounts, happily, at the unnamed large bank. Funny, when I closed the accounts, they never asked why I was closing them and were quite unconcerned.
Anyway, long story short, I am most happy and still impressed with Berkley Bank. When I go in, I’m called by name and treated like an old friend. They know all my accounts and which ones I usually use. They are happy to answer any questions I have, or to just shoot the breeze for a few minutes. Just like old-time banks used to be, just plain friendly and ready to help you in person!
As an aside, Brandon Berkley has invited me, and my guest, to the Cancer League Ball April 27 as he had bought a table. He is interested in giving back to the community and we had discussed the charities I was investing in. This never would have happened with a large impersonal bank that cannot even remember your face, let alone your name. I just thought in case you had empty space in your paper, this was a story of interest. Also, he continues to advertised in The Villager,” said Dianne.
As a newspaper publisher, this is one of the best advertising testimonies I’ve ever encountered. It does pay to advertise and it’s important how you treat your customers. Do you know their names and faces?
In this case, advertising trumped prayer, at least for now. Berkley has continued to advertise in The Villager. Advertising does work! But of course, so do prayers.