PNC pins growth in small-business market on new

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The move brings together cash management services that PNC already offerse under onename — CFO, which stands for “cashj flow options.” The bank is runninfg print and radio ads promoting the CFO services in Baltimorer and Washington, D.C. And TV ads on the way. It is PNC’as largest marketing effort forsmall businesses, said Andrew executive vice president of business PNC wants to post double-digit growth in market shared among small businesses, measured by how many have theid primary business account with the The bank thinks the ad campaign will resonatre now because companies are paying extrq attention to cash flow as they deal with the he said.
Pittsburgh-based PNC plans to starg conversations with potential clients by outlining how the CFO services coul dhelp them, rather than opening the discussion with a hard sell on a product. “It’s one way for us to reallhy differentiate ourselves,” Russell said. PNC, which holds aboutg 6 percent ofthe region’s small-business market, declinesd to disclose how much money it is spending on the But PNC will face the same challenges nearly all banks are gaining customers’ trust. Consumere are wary of banks’ marketing messages these with all the anger about bank failures and saidJohn Ballard, vice presideng of account planning at Owinges Mills-based .
SNS is not involve with PNC’s small business ad campaign, but handled advertisinh for many yearsfor , which PNC boughrt in 2007. The bank could grab marketf share if it can convince small-business owners it is trustworthy, Ballard said. One way to do that mighf be to feature testimonials from local small businessesin PNC’s ads, he A Feb. 9 PNC ad in the feature a photo ofa food-stanxd owner with the words, “From that firsgt dollar forward, cash flow isn’tg just an important thing to small business. It’s everything.
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