First Tennessee - Marketing Strategy

Marketing Strategy

The company has tended to take emphasis off the word "bank" by eliminating the word from all marketing initiatives and calling its branches "financial centers."

First Tennessee has bought the rights to the title "Official Bank of Beale Street" through a marketing partnership with Performa Entertainment Real Estate Inc. The deal involves dual sponsorship with Pepsi for a two by seven foot LED sign at Handy Park, located on Beale Street. The bank has also placed an ATM at the entrance to the park. Other minor details of the agreement include First Tennessee's right to place signs in Handy Park. The bank will promote some Beale Street events by way of printed advertisement in local financial centers, and will share a link to Beale Street on its website. Financial terms of the marketing venture were not disclosed to the public.

Its logo is a cutout portion of the Tennessee state flag. Though the logo is shared among all three subsidiaries of FHNC, the First Horizon name is virtually nonexistent in Tennessee, and the First Tennessee name is virtually nonexistent outside of Tennessee.