Lloyds Commercial Banking: Can you tick it?
Proximity London
Campaign overview
Lloyds Commercial Banking launched a campaign to turn high-value small to medium-sized business (SME) cold prospects into customers. But businesses that turnover between £1 million and £25 million a year have little time for extra admin, meaning just 4% of companies switch banks annually. And SMEs think banks are all the same – so even when they get a raw deal they tend to stay with 'the devil they know'.
By concentrating on a service proposition rather than a commercial one, Lloyds asked SMEs to score their current bank's...