【正文】 for our sales team, explains Scott. It also serves as a way to position the bank as an expert on smallbusiness issues. It helps to position our bank, says Scott. No one else in this market is doing this sort of thing. Scott says there have been a couple of instances where noncustomer subscribers became customers on the basis of the videos. It shows that we are offering more than financial services。s Web site. Past videos are archived, so that the bank has a virtual library of business topics ranging from how to develop a business plan to how to hire staff. This is just another tool that we use to get people to understand our brand, says Scott. Topics for the videos were initially developed by research, including the use of a focus group with bank 4 customers and prospects. After topics are selected, the bank searches for an expert who can answer questions on the topic. Citizens National first looks for an expert who is a customer and, if it cannot find one, it then uses an outside expert. The bank works with an advertising agency to produce the videos, which are frequently shot in the expert39。HowTo39。Magazine39。 and the status of mercial real estate lending. Foster says the cost to produce each video is $500, which is reasonable, especially in light of how often they are viewed. The videos are the second most popular area on the bank39。. The video proved so popular that the bank decided to produce a quarterly series of threeminute videos in which the president responds to topical questions about business and the economy. During the last year, the videos have addressed such topics as the current state of bank lending to businesses。s president was invited to appear on a local TV Fox News channel to provide mentary on the New Hampshire banking industry. The bank later purchased a license to rebroadcast the show and posted it for 90 days on its newly redesigned Web site. At the same time, the bank was sending out letters to clients trying to ease their concerns about the safety and soundness of the banking industry. We felt that the video would be another way to reinforce the message, says Foster. Also, it helped to portray us as a technologysavvy pany. After all, our motto is, 39。s Web site, . Despite the expense of TV advertising, Foster says the mercials fit in with the bank39。t want to appear artificially polished, It looks relaxed because that is the way we are, says Knock, The look is intentional. Knock thinks that any bank can produce a suitable video at a cost that is not excessive. In fact, most could shoot the video themselves or do it with modest assistance from an agency, The biggest challenge we had was the sound. To get highquality sound, you really need to use a sound technician, she observes. Informational Videos Attract the Interest of Business Customers Despite its relatively modest size, this 10yearold mercial bank is an active television advertiser, producing two new mercials annually. The ads are broadcast during peak broadcast times on WMURTV 9, an ABC affiliate station in Manchester, . It39。s financial condition— since at the time there were widespread fears among consumers about the safety of banks in general. The institution lacked the budget to produce a slick, scripted video. Instead, it opted for the simplest format that could be created for a reasonable cost. The financial literacy video featu