and telephone survey to assess brand awareness (Arab Banking
groups to market test creative images for launch marketing campaign
(Shariah Baby Bond, The Children's Mutual).
Pre-launch focus groups to determine product features of a shariah
compliant banking product (Lloyds TSB).
Lloyds TSB Roadshow
- 12 community events in 12 weeks
- Local Imam meeting
- Posters and leaflets via mosques and community centres
- Individual invitations to local key stakeholders
- Local press advertising
Soft sell community event
- 2 hours
- Why Islamic finance in the UK
- Shariah issues
- Product information
- Question and Answers
Integrated follow up
- Online Survey
- Telephone calls to all attendees
The road show proved to be
a real success and was commended in the Most Effective Integrated
Campaign category of the 2006 - Financial Services Forum Awards
for Marketing Effectiveness.