Notes Version Part 2 Creative Slamdown Hear how great creatives successfully sell mundane, inane or...
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1 Alan Rosenspan Creative director in three countries, for O&M and Digitas My teams have won over 100 Awards – including 20 DMA Echo Awards for results. Nothing I’m going to show you has ever been entered in any award show - and for good reason… Affinity Marketing Credit cards created for members of organizations, unions, universities, sports teams and other shared interest groups This program was for VPI Pet Insurance owners Largest pet insurance company in U.S.; recommended by 9 out of 10 veterinarians Credit card trends Credit card ownership is declining 29% report they do not own Credit card usage is still strong 500+ million VISA cards in force in the U.S. Average American has 13 credit obligations Including store cards, loans, etc.
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Transcript of Notes Version Part 2 Creative Slamdown Hear how great creatives successfully sell mundane, inane or...
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Alan Rosenspan Creative director in three countries, for O&M and
Digitas
My teams have won over 100 Awards – including 20 DMA Echo Awards for results.
Nothing I’m going to show you has ever been entered in any award show - and for good reason…
Affinity Marketing
Credit cards created for members of organizations, unions, universities, sports teams and other shared interest groups
This program was for VPI Pet Insurance owners
Largest pet insurance company in U.S.; recommended by 9 out of 10 veterinarians
Credit card trends Credit card ownership is declining
29% report they do not own
Credit card usage is still strong500+ million VISA cards in force in the U.S.
Average American has 13 credit obligationsIncluding store cards, loans, etc.
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What usually works Leveraging the existing relationship – the
emotional value of the affinity
Affinity marketing adds credibility
Affinity members are much more likely to open targeted direct mail, and are more receptive
There’s a reason you are receiving this…
Tactics Direct marketing has to walk a balance
between leveraging the affinity and showing all the benefits of the card
…but we’re talking about people’s pets!
Wonderful visual opportunities
The Existing Control
Is that the best they could do?
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4-7 Different Approaches
“Credit-Card Centric”
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“You’ve Proven Yourself”
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“Another VPI Benefit”
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“Focus on Rewards”
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“Emotional Approach”
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What did they pick?
