| By Jim Bruene on December 20, 2007 2:13 PM | Comments (2) |
Wachovia Bank is not exactly a household word in Seattle. According to the bank's website, the nearest retail branch is 627 miles away in Sacramento, California (see note 1). So I was surprised to hear an advertisement for Wachovia's mobile banking services in the middle of the afternoon on a relatively obscure alt-rock station in the heart of Seattle yesterday.
Wondering whether I'd missed an acquisition or maybe the launch of a direct banking effort in the Seattle metro area, I Googled "wachovia seattle" and confirmed there were no retail branches (note 1, 2). I double checked through wachovia.com's office locator which informed me there were no offices within 30 miles.
As for direct banking, there were no bank ads displayed for "wachovia," "wachovia bank" or "wachovia direct" on either Google or Yahoo, so I'm pretty sure Wachovia is not targeting Seattle on the direct banking front.
But searching "wachovia mobile" did result in a targeted ad on Google which led to a mobile banking landing page at Wachovia (see below).
And surprisingly, AT&T Wireless was advertising under "wachovia seattle." Unfortunately, they dropped interested parties on its wireless homepage (see below), not the mobile banking page. Finding mobile banking on AT&T's site requires using the search box. It's buried under the not-so-obvious "Ringtones & More" category (note 3).
Summary
I still don't know why Wachovia is advertising in Seattle. I suspect it was an inadvertent placement within a larger radio buy. And/or the advertising was orchestrated by AT&T Wireless, which has a large Seattle metro presence, but no mobile banking partner in the area. Perhaps Wachovia was dropped into the regionalized ad by default. In any event, it's wasted air time.
Note:
1. There are three Wachovia Securities brokerage offices, but those aren't even listed on the main Wachovia website.
2. Search conducted at 2 PM Dec 20 from a Seattle IP address.
3. Note to AT&T: Time to update your FAQs and webpage, which still say that mobile banking is "coming soon" at Wachovia.
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I have heard the same advertisements in northern West Virginia. There isn't a Wachovia banking office within a three hour drive of the area. However, every morning there is a radio advertisement for Wachovia checking accounts. I have wondered what the strategy is or whether Wachovia is considering branching into the area. Maybe they are hoping to acquire accounts that will bank only via electronic means without the benefit of branches?
Hello. I work for Wachovia. May I suggest contacting the Bank's PR department? You may be surprised.
(just a thought)