How can you get customers to think highly of your business – and recommend it to others? How do you make customers feel appreciated and distinguish yourself from other businesses in the area that provide exactly the same services you do?

The Bank of Smithtown, a "mid-size" community bank with 19 branches on Long Island, is addressing that challenge in several of its branch locations by giving its business customers a chance to promote their business for one week at no cost from within the branch office.

At the Centereach branch, the promotional area is a 5-foot long table near one of the exit doors. Each week, a different local business can leave brochures, sales literature and other information (menus, for catering places, for instance) on the table where other bank customers can see the information and pick up sales literature to take home.

The promotion benefits both the bank and the businesses who take advantage of it. The businesses get a chance to advertise at no cost to people in their community. The bank builds customer loyalty, generates good will, and attracts new business when business owners tell friends and acquaintances how much they like their bank.

This same tactic can work for a wide variety of businesses. Local restaurants, for instance, might get artwork for their walls and some free publicity by giving artists a chance to display their artwork for a set period of time in the restaurant. The artist gets a chance to have their work seen, and possibly make some sales.

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