Alan RosenspanAlan 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 MarketingAffinity 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 trendsCredit 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.

What usually worksWhat 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…

TacticsTactics

■ 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 The Existing ControlControl

Is Is thatthat the best they could do? the best they could do?

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4-7 Different 4-7 Different ApproachesApproaches

““Credit-Card Credit-Card Centric”Centric”

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““You’ve Proven You’ve Proven Yourself”Yourself”

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““Another Another VPI Benefit”VPI Benefit”

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““Focus on Focus on Rewards”Rewards”

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““Emotional Emotional Approach”Approach”

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What did What did they pick?they pick?