Starting with Detroit in mid-June, Chase for Business will send a branded “BizMobile” van across the country to give advice to small businesses.
Chase for Business CMO Brent Reinhard said this “hybrid campaign” marries an in-person experience with digital and social media elements that will expand reach to millions.
The in-person experience will connect with small-business customers who don’t have time to attend Chase for Business’ conferences and who think they are too small for Chase, Reinhard said.
And Chase for Business is turning to digital to support the in-person component, running a geotargeted programmatic campaign in each area the BizMobile visits to encourage people to sign up for a consultation.
To reach people who will be interested in visiting the BizMobile, Chase for Business is targeting with its first-party data, layered with third-party data, and focusing on sites popular with small business owners.
Chase for Business is also chronicling the bus’s travels on social media, including the Chase for Business Twitter account. And to distribute the content further, it’s partnering with Cheddar to livestream interviews from the BizMobile – such as one about supporting female-led small businesses.
Chase for Business plans to run the BizMobile through the end of the year – and it will continue if those who show up tell the bank they liked their consultations and got something useful out of it.
Chase for Business will primarily be gauging success by looking at “client satisfaction and customer interest,” Reinhard said, using post-consultation surveys to generate feedback. Lead generation will be secondary.
Because the campaign includes experiential and digital elements, Chase for Business will also be monitoring online engagement and reactions.
“We hope that they leave with the realization that we live to serve that community and want to be part of that community,” Reinhard said.