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Lisa Hronek Posts Tagged ‘Print’
Free webinar Thursday: Navigating the CARD Act
A bit of shameless self-promotion this week. I’ve got a webinar coming up on Thursday, December 17th. It’s free, the content is valuable, and I’d love it if you could attend.
“Navigating the CARD Act: Evolving Acquisition Strategies”
The CARD Act’s regulations go into effect in just a few short weeks, so I’m going to explore its implications on the credit card industry. We’ve already seen issuers respond with new direct marketing campaigns and strategies, and we expect even more innovation next year. Join me to look at what’s happening now, what will happen in 2010 and which specific challenges will still face the nation’s leading card issuers.
It’s about time: cell phone coverage in the comfort of your own home
Need to step into the kitchen, stand on a wooden crate and strain your neck upwards to make your cell phone work in your apartment? Yeah, we hear you…
Apparently, so does AT&T, a provider that’s been critiqued for service and coverage quality issues. In response, AT&T launched 3G MicroCell—a product designed to provide “5-bar coverage” in customers’ homes, offices and other buildings where coverage is limited or non-existent. The device acts like a “mini cell tower”, improving wireless coverage by connecting through existing broadband Internet.
Standing out from other wireless providers that offer similar products (i.e. Sprint and Verizon), AT&T is using direct mail, email and print to market its new device to existing customers. They’re also selling it at a deep discount to customers who add an AT&T Unlimited MicroCell Calling plan.
It’s smart timing for AT&T. The company needs to combat criticism about network quality and appease iPhone users, especially as AT&T’s iPhone exclusivity deal with Apple nears expiration. Is a separate device the answer for AT&T? Or will yet another cost just to talk simply irk customers more?
A look at Chase’s new direct marketing to business credit cardholders
Competition is a top driver of business success, so it’s not surprising to see Chase taking on American Express for small business owners’ loyalty.
In mid-September, Chase launched a new suite of Ink credit cards for business customers: Ink Bold, Ink Plus, Ink and Ink Cash. The suite of four products includes the Ink Bold Charge Card, which will go head-to-head with the American Express Gold Business Card.
Mintel Comperemedia watched Chase roll out marketing support for Ink, from direct mail starting in June 2009 and increasing in August, to full-page print advertising in the Wall Street Journal in late September. Additionally, Chase rose to become the top mailer for small business cards in the past year.
Business owners may be next to see a rise in credit card direct marketing as the industry shows yet another sign of recovery: “So far in 2009, the number of direct mail pieces received by small business panelists has been flat. This contrasts sharply to steep declines observed throughout 2008.” - Mintel Comperemedia Press Release
How do you think small business owners will react to the increased competition for their dollars? What financial products and services do they prize most?
That’s Allstate’s brand (I mean, “stand”)
It takes time to establish a brand’s character. That’s why, for the past four years, Allstate has run a print advertising campaign that doesn’t ask people to call for a quote. Nope, their “That’s Allstate’s Stand” ads are a sustained effort to get people involved in insurance-related issues, without trying to solicit a direct sale.
When the print advertising first appeared in 2005, Allstate set out to educate consumers on how to manage catastrophic losses, such as those just experienced with Hurricane Katrina. The campaign has since expanded to discuss everything from the underfunded homeowners insurance market in Florida to teen driving to going green with electronic statements.
By separating this public service campaign from its sales pitches, Allstate has created a brand image that goes beyond the typical insurance company. Allstate is working to position itself as not just a good value, but also caring and concerned, so consumers believe the company acts in their best interest.
Has Allstate’s “Stand” truly defined its brand against competing insurers? Is money spent on reputation branding as effective as money spent on direct advertising? How do you measure its ROI?