Presented at the National Conference for Database Marketing, where Harland Clarke was presented with the Gold Award for their work with Zions Bank in developing the Rapid Deployment Intelligent Onboarding Program.
3. Why Multichannel Marketing?
• People search before they
buy
• People want buying options
• Your best customers are
multichannel Retain Acquire
• Multichannel marketing
delivers better results:
– Improved retention Grow Engage
– Increase revenue per
purchase
– Increase in products sold per
customer
12. New AIDA Continuum
Old Media
New Media
Reach Engagement Conversion Buzz
(Awareness) 40% (Interest and 10%
Desire)
(Action) 1% (Satisfaction)
Social Media
13. So,
what was your last great
multichannel experience?
38. Campaign Development
• There’s more to it than
most think
• Focus on the basics
• Leverage the
opportunities
• It’s what you DON’T
see that can hurt you
39. Who is the Target
Audience?
• Develop a
communications
strategy that is
steeped into the
lives and experience
of those you want to
reach.
50. Multi-Touch Program Overview
• Integrate both e-mail and offline direct messaging to our
clients
• Goal: Increase share of wallet by focusing on the client’s next
most likely product
– Once successful (acquisition of a new product), the
program will repeat itself with a systematic up-sell/cross-
sell strategy
51. Key Program Results
• The Multi-Touch campaign drove impressive lifts over the
non-mailed control group in terms of both account response
rate (130%) and average balance (241%).
• About 84% of new accounts and 95% of balance dollars were
in deposit-related product lines.
• Onboarding program has reduced attrition by approximately
5%.
• Increase in traffic to PURLs.
54. 7 Best Multichannel Practices
• Maintain your brand throughout ALL executions
• Live the journey from your customer’s perspective
• Don’t forget ‘old’ media
• Balance mix – Be great in 1 channel, good in many
• Leverage the benefits of each channel
• Do it better, or differently, preferably both
• Test – Measure - Test