Midwife for start-ups
Banks: Burson-Marsteller is promoting Berner Kantonalbank’s expertise in serving small and medium-sized enterprises (SMEs) through testimonials from startups.
Banks Burson-Marsteller uses young company testimonials to promote the SME expertise of the Berner Kantonalbank.Today it is easier for young entrepreneurs, said Federal Councillor Joseph Deiss recently about the promotion of company start-ups. And immediately qualified the statement in the following sentence. This is because the improved framework conditions in the form of technoparks, leaner administration, internet platforms and quality labels are offset by higher demands on entrepreneurs and more aggressive competition. When asked about start-up financing, Deiss appealed to the banks "to remain aware of their economic responsibility". A joint, self-supporting start-up fund for all Swiss banks would be welcome, he added. Whether this is in the interests of the banks, which are fighting for the best potential business customers in this venture market, seems questionable. Ultimately, this is about the future market of the micro-enterprise sector (companies with fewer than ten employees), which, according to Deiss' Department of Economic Affairs, employs over a quarter of the working population.
Local anchoring as USPIn this broad market, local and regional banks primarily communicate their USPs - local anchoring, proximity and relationship management - which, in addition to the lending business, most efficiently support the important market services of advisory and contact brokerage. In contrast, the big banks use supra-regional image campaigns and often sponsor regional venture platforms to raise their profile.
Authentic appearanceThe Berner Kantonalbank (BEKB) is targeting SMEs and new companies with its new image campaign - now in its seventh year with Burson-Marsteller. So far, the advertisers have targeted business and private customers, investment clients and BEKB shareholders. For the continuation of the image campaign, they opted for continuity: the campaign was to retain its documentary style in order to appear authentic and human. And to communicate the message credibly, copywriter and consultant Olaf Pilleri is convinced.
The Bernese photographer Hansueli Trachsel focused on the people behind the new entrepreneurs and managers in the ten subjects. With its natural implementation, the campaign conveys individual solutions and, not least, the success of the more than 100 start-ups that BEKB helped to finance in 2004. Three waves of the various advertising media are planned for 2005.
Actions not words: Burson-Marsteller documents how BEKB loans make a decisive contribution to the success of small businesses.
Local anchoring as USPIn this broad market, local and regional banks primarily communicate their USPs - local anchoring, proximity and relationship management - which, in addition to the lending business, most efficiently support the important market services of advisory and contact brokerage. In contrast, the big banks use supra-regional image campaigns and often sponsor regional venture platforms to raise their profile.
Authentic appearanceThe Berner Kantonalbank (BEKB) is targeting SMEs and new companies with its new image campaign - now in its seventh year with Burson-Marsteller. So far, the advertisers have targeted business and private customers, investment clients and BEKB shareholders. For the continuation of the image campaign, they opted for continuity: the campaign was to retain its documentary style in order to appear authentic and human. And to communicate the message credibly, copywriter and consultant Olaf Pilleri is convinced.
The Bernese photographer Hansueli Trachsel focused on the people behind the new entrepreneurs and managers in the ten subjects. With its natural implementation, the campaign conveys individual solutions and, not least, the success of the more than 100 start-ups that BEKB helped to finance in 2004. Three waves of the various advertising media are planned for 2005.
Actions not words: Burson-Marsteller documents how BEKB loans make a decisive contribution to the success of small businesses.
Luca Aloisi
