The goals of any marketing campaign include keeping the company's name out in front of the public as well as giving the public a reason to come into the company's offices.
A British bank and mortgage lender may have found an offbeat way to achieve both of those.
Northern Rock, an institution whose reputation has suffered since the British Government nationalized it in 2008, is partnering with Penguin Books to offer its customers free copies of classic books in its branches.
The list of books available includes "Moby Dick," "The Thirty-Nine Steps" and "Wind in the Willows."
Each of the books will have the Penguin logo alongside the Northern Rock pink and black brand.
The bank said it hopes customers visiting participating branches will take a book home, pass it on to friends after reading or bringing it back for someone else to enjoy.
Anth Mooney, Northern Rock's marketing director said this arrangement is "a great way to get people talking about our brand. It also helps to make our branches interesting and stimulating places to visit and conduct business."
On the domestic front, Shore Mortgage of Birmingham, Mich., is conducting its second "We Understand" program for a group it calls "forgotten homeowners."
Shore Mortgage will award up to $1,000 to each of 100 families in southeastern Michigan who has remained current with his or her mortgage payments at any mortgage company.
Robert Rahal, president of Shore Mortgage, said "We are passionate about the people who do everything right. They are in true need of assistance today. They cut back on their spending so that they can pay their obligations, and their reward for being responsible is that they are ignored. Today's national spotlight continues to be on foreclosures, but no one is talking about assisting these conscientious people as they have no foreclosure or repossession issues. They are truly the forgotten Michigan residents."
Those selected will receive a check made out to both them and their mortgage servicer.
In the first go round of the We Understand program, those that got some of the money used the extra funds created for varying purposes, from needs (house repairs and food) to frills (vacation, restaurant visits) to donations (helping a local elementary school to pay tuition for needy students).
