Cover Story: Tailored Deals Bank Sales

But Lewis et al will take these and other challenges in stride. "We sit down at the beginning of each year, and then again we re-evaluate as the year goes by," Lewis says, "with all areas of marketing reporting into one central location. We'll coordinate our marketing strategy, either by changing promotions, increasing marketing spend or even decreasing marketing spend according to what's going on at that time. And then that strategy is disseminated through the different channels on a consistent basis."