TSB Trust: Advertising to buyers and sellers of investments and insurance
In 1987 TSB wanted to test the value of advertising to buyers and sellers of insurance and investment products. Two test areas, Manchester with TV advertising for both product types + additional staff training and Peterborough which had staff training but no advertising. Manchester sales increased to over eight times the 1986 average while Peterborough showed an increase of only 3x. The rest of the country with no changes displayed an increase of only twice the average. Concluded that the campaign not only influenced the customer but also motivated the staff. From 1988 advertising was extended across the country.