Cover Story: Tailored Deals Bank Sales

So what's the 104-year-old, Hampstead, Md.-based marketer's secret formula? It started with a shift in philosophy that came from examining what was going on in the marketplace, then attacking it with a promotional market-
ing strategy.

"We had to get creative with our marketing and promotions, and learn how to vary our promotional activity to keep our customers satisfied," says Bridget Owens, JoS. A. Bank's director of catalog merchandise and production. "It was mostly about building their confidence — that they could shop with us relatively risk free."