In 2005, ASB Bank wanted to talk to New Zealand farmers who held their finances with another bank. These farmers had established, long-term relationships with their bank, and would be reluctant to talk, let alone switch. They were busy, no-nonsense people, cynical and easily irritated by gimmicky approaches from marketing companies (which they felt demonstrated a lack of understanding of them and their business). They were used to a bombardment of mail from banks. Yet, they were also high value potential customers worth millions - and ASB wanted their business.

1200% above target. An incredible 44% of farmers invited an ASB bank manager into their homes to talk (200% above target).Then 64% of them opened an account with ASB (600% above target).The average lending amount for each new account was close to $500,000.ASB rural lending jumped 7% in the six months to year end 2005, contributing to a 19% increase in after tax profit for the bank.

Research identified that relationships were key, along with a real hands-on knowledge of farming. ASB already had a great reputation for this: when floods hit the North Island, ASB bank managers waded in to rescue livestock and salvage property. So people knew they were prepared to get their hands (and their feet) dirty to help farmers. To get a foot in the door with new prospects, we mailed a cast-iron bootscraper, with the promise that an ASB bank manager would walk the length of their farm to find about their business, before stepping inside (with clean feet!) to chat.