Increase business debit card usage by current cardholders.
Solution:
A cost-effective direct mail package with a cash flow message that resonated with small business owners.
Results:
What started as a pilot program has been rolled out into an ongoing quarterly acquisition and activation campaign.
Although activation and usage may seem like similar processes, they actually require distinct strategies and solutions. Fifth Third Bank saw this truism play out in its Business Debit Card program. While the regional bank had done a good job acquiring new cardholders, less than 35 percent had actually used the debit card once they received it.
Fifth Third turned to CCG for a solution that would promote the card and increase usage — and do so cost-effectively. By focusing on one of the main concerns for small business customers — cash flow — CCG’s creative team developed an innovative, attention-grabbing package that:
Positioned the card as a fast and easy way to do business.
Enhanced awareness of the card’s key benefits, such as transaction and expense tracking.
Gave customers a compelling reason to use the card.
Are you steering customers to take action?
Call Greg Sultan, VP, National Marketing Manager,
at 513.947.9102, or send an e-mail to greg@customer.com
