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The Power of Conversation

David Bator
by David Bator on December 13, 2010

We know the value of a great conversation - one that begins with interest and ends with action.

We helped Scotiabank leverage the power of conversation as part of their online marketing communications efforts.

Boasting a global reach and a rich product set, Scotiabank has won customer loyalty by focusing instead on individual attention with their customers. And yet, as they aimed to have their voice heard online they found that traditional banner ad units were not cutting the mustard and that a one-size fits all blanketed approach to promotion was not inline with the personal approach they used in their daily interactions with customers.

Instead of pushing an individual product or service, Scotiabank worked with PollStream to use interactive polls to have dynamic conversations with their customers.

By asking a direct questions about personal financial goals they captured the attention of Canadians who wanted to improve their financial situation. They discovered that people were far more likely to respond to questions than straight ahead banner ads. What's more, once people were involved in the conversation, they found they were part of a community of respondents, sharing insight on the issues THEY cared about.

I spoke about this today during my audio minute with Shel Holtz and Neville Hobson on For Immediate Release. I encourage you to read the whole story.

David Bator
Written by David Bator

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