Marketing

The promotion of successful bank design in marketing is tied to the success of sales force as much as it is to its architecture, beauty for modern times, or efficiency of its operation. The Bank Building & Equipment Corporation advertised regularly in national publications from popular financial magazines such as Fortune to more specialized, targeted serials including The American Banker and Burroughs Clearinghouse. Many advertisements by the Bank Building & Equipment Corporation tout their creativity, team proven designers, and knowledge and experience proven around the country to produce quantifiable results.

However, each regional office was headed by super salesman that had achieved incredible sales numbers for the company and headed a sales force. They were the eyes and ears on the ground to monitor who had bought land, was getting high deposits, and decided where to place local ads. They also send mail to all the main banks in the state with reply cards seeking meetings.

As the salesmen at the top, Gander and Orabka were believers in "merchandising of space," where the principle that sound architecture and design were vital in producing profit. Through the late 1950s, Gander led the effort to produce all marketing that was produced at the headquarters office in St. Louis.