Targeting Small Businesses with Lemonade

Jeff Stephens points us to the latest from Umpqua Bank – a campaign centered on perhaps the smallest and most basic of small business, the lemonade stand. “The Lemonaire” campaign, as the bank calls it, uses a variety of media to expose small business owners to the bank’s latest small business initiative - giving entrepreneurial youngsters the opportunity to start their own lemonade stand with the basic supplies and $10 business loan to get their business started.



Like Jeff, I find the campaign website interesting in that there is no overt attempt to sell and it’s minimally branded. You’ll notice that the only real message communicated in text at the bottom of the screen is not an attempt to sell product, but one of the bank’s philosophy – “We believe in encouraging entrepreneurs.” This, in combination with the fun and different presentation reflects Umpqua’s messages and overall brand, and will likely drive many small business owners to consider the bank for their needs.

Visit the lemoniare website and read what the New York Times has to say about this campaign.