Marketing Best Practices

What to consider when launching a program

#1 Include link to designer from online banking

• Make it a priority to have a link to your card design program from your online banking site

• Have the link simple and close to where the user typically views their key information such as balances

• Simple links may even outperform banner ads when properly positioned in your online banking site

Example – Online banking link

Sample Bank Online

SampleBank

Welcome to Sample Bank Online

New! Customize your card with the Card Creation Suite

Example – Online banking link

Results• 47% penetration• 1 year 8 months

Links are right next to the information the customer is looking for (Account Balance).

Different color makes the link clear

The text is clear and descriptive

Response from online banking

http://www.youtube.com/watch?v=fdCDBM8p9pU

In-house video explaining results & how link to internet banking works

How much volume comes from online banking link channel vs. external marketing resources?

#2 Use email to solicit program

• Use the marketing channel that the program is delivered.

• Online marketing is more effective and less expensive than direct mail.

• Send out emails inviting cardholders to design their own card with a link to the designer

Example – Email marketingCreate your FREE Bank Card today!

Bank Card

Bank Card Picture Card

Bankcard.com

#3 Allow cardholders to share card designs

• Use confirmation email to let cardholders know their design was accepted and also include a card image and link for the cardholder to pass on the design to friends and family

Example – Include design & ability to share

ShareMyDesign

ShareMyDesign is a powerful online viral marketing tool that allows cardholders to immediately share and discuss their accepted card designs online.

Cardholders simply forward a link to family and friends, who click on it and are able to see their design at the preview stage.

This creates a contagious social environment that inspires others to provide feedback, apply for the same card or start a creative design session of their own.

For issuers, being able to engage and acquire new customers at near zero cost has clear commercial appeal.

Card marketing executives can configure this on a program by program basis in the Serverside platform.

#4 Use card design competitions to drive volume

• Card customization programs perform 16 times more successfully if they are accompanied with a design competition

• Competition are a great way to create enthusiasm and positive brand awareness

• Use images to enhance your gallery and promote winners on home page

• Competitions are easy way to extend design experience to social sites - Example Vote for my card!

Example - Competitions

Example – Competition http://secure.heritageonline.com.au/competitionhome.aspx

#5 Leverage Card Design in social media

• Perfect way to strengthen your social media presence when communicating with cardholders

• Mini-designer, Talk-About-Me, can be inserted into web pages including blogs

• Card Designs can be posted on social sites using Social Card tool by your cardholders

Example – Social Media (facebook)

Example – Social Media (Social Card)

Example – Social Media (Talk-About-Me)A interactive ‘bloggable’ mini-designer with consumer’s / co-brand’s approved and accepted image

Other ideas

• Do not charge. Free is attractive! • Put your designer upfront and allow easy access• Keep your gallery fresh. Think about local attractions

and sites. Consider limited edition designs that expire. Use gallery images as posters at branch location.

• Use stock images to give people ideas of what to put on a card

• Consider mobile marketing ideas for designer