Iconic Dime Community Bank taps experiential activities to reintroduce itself
If you grew up in New York City you know Dime Bank.
Although, a whole whole new generation of people moving into neighborhoods like Williamsburg, Greenpoint, Park Slope, Astoria, and Long Island City are unfamiliar with Dime being New Yorker's hometown bank.
So, what you do?
Dime committed to a strategy of hosting experiential activities outside their branches, near subway stations, and at local festivals.
We all know banks aren't known for being fun, and getting people to care about a new bank branch opening is no small task.
The idea to overcome this hurdle was to celebrate each one a unmissable block party-type event.
There was an oversize prize wheel, DJ, ice pop bike, and activities for adults as well as kids
The festive-themed event attracted and engaged people throughout the day
After people won something on the prize wheel, brand ambassadors asked if they'd like to see the new bank, and then introduced them off to one of the bank employees
At a host of local festivals, ranging from 5K races to local food events, Dime showed up with their prize wheel, tent, brand ambassadors, and activities.
We're big believers in local brands supporting community events as it is a three-way mutually beneficial relationship; brands receive exposure, festivals get sponsor support, and people appreciate the events.
How did this make a difference for Dime Community Bank?
1.) Introduced the brand new Brooklyn residents
2.) Garnered public appreciation for supporting local festivals, 5K runs and other community events
3.) Generated genuine real-world content of people interacting with the brand for their social channels
4.) Gave people a reason to visit newly redesigned banks and open checking accounts
In summary, creative local event marketing activation ideas helped Dime Community Bank become a brand people know, like, and trust
Get in touch with the ALT TERRAIN agency for local community bank experiential marketing ideas, strategies, and recent activation examples!