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Northwest Voices

Seattle Times letters to the editor

July 20, 2009 at 4:00 PM

Chase and fireworks: Sponsorships do pay off

Sponsorships — like Seattle’s fireworks — do pay off

I don’t expect Chase to survive if they really believe sponsorships are not a their sweet spot [“No more cuts for Seattle, Chase CEO Dimon says,” Business, July 16]. Sponsorships are the only area of advertising that is growing in this economy, according to IEG.

Bank of America finds that sponsorships are the most effective advertising it does, and the bank gets a 3-to-1 return on investment. They are the most effective way to really build a connection with your target customer.

Are you going to remember a billboard ad that wants you to switch to Chase? I don’t think so. On the other hand, will you remember Red Bull’s Robbie Maddison jumping the London Bridge with no hands?

Of course, Chase’s fireworks sponsorship failed — they didn’t have proper activation and tracking metrics in place.

Chase needs to get the bean counters out of its marketing department.

— Thomas Finnelly, Seattle

I miss WaMu

Jon Talton’s column reports that “nobody seemed to miss WaMu” when Chase’s CEO spoke to Seattle Downtown Rotary [“Last man standing still has fastpitch worth extra innings,” Business, July 16] but only tells us about that audience — not Seattleites in general.

I’m not a Rotary member, an angry shareholder or a former employee, but I am a former customer of WaMu, and I miss it. Since the 1940s, I had savings and checking accounts with WaMu and eventually mortgages and home-equity loans. WaMu paid me some interest, and I paid them more. Throughout, I always felt I was treated fairly and courteously.

I haven’t done business with Chase, but its advertising rubs me the wrong way. It’s as if we’re supposed to believe Chase came here from New York to do banking right and save us from ourselves.

No thanks. I’m still going to miss WaMu.

— Charles Davis, Seattle

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