How Mini-Cooper and First National Bank Launched Innovative Campaigns for Their Customers

INNOVATIVE CUSTOMER BASE GROWTH PROGRAMS

NOVEMBER 20, 2014

Dscoop and MindFireInc

Creating marketing that drives results

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Agenda

Introduce innovative marketing approaches used to help FNB and Mini-Cooper achieve exceptional program results

–  How FNB leveraged direct mail with other channels and innovative data driven, personalized microsites to achieve their business growth objectives

–  How Mini-Cooper delivered an interactive marketing experience with Gamification to grow their business

–  How Innoviate has achieved exceptional growth and success –  Q & A

Today’s Presenters

Mark Angus Joe Manos President & CEO Executive Vice President Innoviate MindFire

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INNOVIATE ONE2ONE Mark Angus

One2One2Omni | Customer Centricity

Mark Angus

CEO

Innoviate One2One

Customer Centric Strategy

Business Development

Agency Management

An engaging, imaginative entrepreneur and strategist who believes business should be based on quality, honesty and creativity. Mark likes to live life to the fullest and believes every moment brings greater experiences. He is the modern adventurer and pioneer. Mark’s background is in media, publishing, research, direct marketing and CRM marketing. Greatest Accomplishment (so far) Creating an award winning multi faceted, technologically innovative and customer centric agency powered by Mindfire Inc. LWC and Studio Platforms. Experience 21 Years Skills Snapshot One2One Marketing Strategy; Customer Centric Strategy; Communications; Direct Marketing; CRM; Mobile CRM; Social CRM; Retail CRM; Event CRM; Content Generation; Research; Custom Publishing; Business Development; Account Management; Agency Management

Customer Centric Relationship Management Agency CRM | Direct | Digital

Specialist | Boutique | Innovative | Creative | Personalized

One2One Marketing

CRM Specialist Services

Customer Communications & Campaign Management

Innoviate One2One

FNB & Innoviate

2008 Innoviate “cold called” FNB and sent an email

explaining One2One Marketing

FNB arranged for Innoviate to present to the marketing forum of FNB Heads of Marketing

Innoviate prepared a demo Direct Mail (using digital print) and PURL campaign to invite

Heads of Marketing to the presentation

The presentation was held on May 14, 2008.

FNB & Innoviate

2008 - 2009 FNB appoints Innoviate as specialist CRM &

Direct Marketing Agency

Innoviate deploys several successful campaigns on LWC for FNB including finance, retail and

insurance campaigns

First Campaign: Direct Mail, Email & PURL Debt Relief campaign for 37,000 customers

44% response/interaction 34% ROI/uptake

Won Assegai Award for Best Digital Campaign

FNB & Innoviate

2009 - 2010 •  Innoviate deploys other campaigns for FNB •  These include: Swipe & Win campaigns and official Welcome Emails

2011 - 2012 •  Innoviate deploys retail campaigns for FNB •  These include: Super Savers and Loyalty & Rewards campaigns

2012 - 2014 •  Innoviate is asked to put forward concepts to run FNB’s credit card renewal services:

FNB Credit Card Re-issues •  Initially runs on LWC and migrates to Mindfire Studio

FNB Credit Card Re-Issues CRM | Direct | Digital Objectives

Get customers to re-issue and

personalise their credit cards before they

expire

Enable customers to order value-

adds, rewards and personalised product offerings

Reduce cost of calls into the

contact centre by fulfilling reissues

through CRM process

Utilise digital and direct channels

to increase efficiency within the card re-issue

process

FNB Credit Card Re-Issues New Opportunities

Enable customers to personalize and customize card designs, services, benefits & rewards

Securely and reliably track each customer’s unique responses, choices and orders

Streamline and enhance the card re-issue process and reduce costs associated with the manual fulfillment process

FNB Credit Card Re-Issues CRM | Direct | Digital Metrics

1. Number of card

re-issues: 15 – 20%!

2. Segment campaign

across Platinum, Gold, Classic

and Petro Cards

3. Lead generation

and leads management

4. Interaction,

engagement, awareness

FNB Credit Card Re-Issues Re-issues: Personalised Letters/Direct Mail

Printed letters or direct mailers were initially utilized as a first touch. Over 2 months these were migrated to digital (emails) as FNB was able to supply good email data.

Those customers that do not respond to emails are SMSed. Cost was also a consideration for this approach

FNB Credit Card Re-Issues Platinum Re-issues: Personalised Emails

General Email: Existing Platinum Customers

Swap Email: Gold & Classic Customers Swap to Platinum

FNB Credit Card Re-Issues Platinum Re-issues | Personalised Microsite (PURLs) | Digital

Customers choose card design. Update contact details.

Customers can change their card designs.


Customers can order Petro Cards.


Customers can order eBucks Rewards



Customers discover how they can use SLOW in the City SLOW Domestic Lounges SLOW International Lounges

Customers order email statements, inContact & Elements Newsletter, plus view FNB Online

Banking guide


Customers view You Save values and opt in for FNB SuperSavers (retail marketing) campaigns


Customers can apply for annual credit card limit increases and also give marketing consent

for future campaigns


Gold and Classic credit cardholders were able

to order insurance packages


FNB Credit Card Re-Issues Re-issues | Personalised Microsite (PURLs) | Digital

Campaign continues with Gold cardholders Classic cardholders Platinum Petro, Gold Petro, Classic Petro

and Standalone Petro cardholders

FNB Credit Card Re-Issues Platinum Re-issues | Mobile Ready

FNB Credit Card Re-Issues Re-issues | Personalised Confirmation Emails

FNB Credit Card Re-Issues Re-issues | Personalised Confirmation Emails

Re-issues process extended to other product

houses

This includes FNB Private

Wealth: top-tier/elite customers

For Credit and Petro Card

Re-issues running on Mindfire Studio

FNB Credit Card Re-Issues Next Steps for FNB | FNB Private Wealth Re-issues

FNB Credit Card Re-Issues Next Steps for FNB | FNB Business Banking Re-issues

Re-issues process extended to other product

houses

This includes FNB Business

Banking

For Business Credit and

Business Petro Cards

Running on Mindfire Studio!

FNB Credit Card Re-Issues Next Steps for FNB | RMB Private Banking Re-issues

Re-issues process

extended to other divisions of

the Group

This includes RMB Private

Banking

For Credit and Petro Card Re-issues

Running on Mindfire Studio

INNOVIATE ONE2ONE Mark Angus

One2One2Omni | Customer Centricity

MINI & Innoviate

2009 BMW Group South Africa contacted

Innoviate

BMW’s Head of CRM heard about Innoviate through the Direct Marketing Association

(DMA) and the success of FNB

Innoviate and BMW met and Innoviate was appointed BMW’s specialist CRM agency

Innoviate first ran CRM campaigns in LWC for BMW which included an Acquisition

Campaign for the BMW X1.

MINI & Innoviate

2010 - 2011 BMW asks Innoviate to put forward concepts

for the MINI Repurchase Process

Target 1,000+ customers per month for 2 years on the second anniversary of the customer’s

original purchase date of their MINI.

The campaign would commence in September 2010 and run for 2 years after which it would

be refreshed

MINI Repurchase Campaign CRM Objectives

1) Increase sales of the various MINI vehicles including the MINI Cooper, MINI Convertible

and MINI Countryman

2) Link customers to the correct MINI and enable direct contact with MINI

dealerships for test drives

3) Clean and validate customer data and enrich

the data with additional lifestyle

information for future campaigns

4) Improve overall loyalty and

customer retention by keeping

customers in a MINI

Opportunities 1) Target customers just as they are up for repurchase 2) Keep customers loyal to MINI and stay with the brand 3) Get customers to book test drives directly with dealers 4) Provide details on their hobbies, interests and other lifestyle data

Challenges 1) How do we get customers to interact with the campaign? 2) How do we get their additional, lifestyle data? 3) How do we confirm that they are still in their original MINI? 4) How do we get them to indicate interest in a new MINI?

MINI Repurchase Campaign Opportunities & Challenges

The Solution: MINI-O-POLY

Use gamification

linked to surveys to get the required

information.

MINI customers love entertaining

campaigns to keep them engaged

We included an incentive to receive 2

movie tickets if they completed the process

Customers were asked to choose their preferred MINI avatar which told us what MINI they preferred.

They were also asked to confirm/update their contact details

before proceeding

Once they rolled the dice, their preferred

MINI moved along the board

keeping them entertained. Customers

asked to complete their

lifestyle information

Their preferred MINI continues to move

along the board, keeping them engaged.

Customers asked to confirm their current

vehicle/MINI.

Customers asked to confirm if they would be

interested in a test drive for a

new (preferred) MINI. Test drive

requests are booked in real-time with MINI

dealers via BMW’s SAP

CRM system linked to

Mindfire’s LWC platform

The Thank You page told them they would receive their 2 free movie tickets and enabled them to download a print version of the MINI-O-POLY game.

MINI Repurchase Campaign The Results

On average, 50 – 73% of

customers read the emails

30 – 47% of customers interacted

with the campaign and completed the

process

20 – 22% of customers requested contact from a dealer

and booked test drives

On average 3 – 7 MINI’s were sold

every month via the repurchase campaign

Summary

!  Innovative programs open up new doors of opportunity with ALL customers

!  Delivering high-value results creates differentiation !  Makes you a key strategic partner for other needs !  The initial program can be expanded over the year to

address other areas of need

HOW YOU’VE GROWN THE BUSINESS BUSINESS GROWTH DISCUSSION

Program Evolution Mark, how have you customers marketing programs

evolved over the last several years?

#1 Challenge

When working with the Financial Services arena - what's the number one challenge to gaining access and getting them to

market differently to their customers?

Old School Marketing Some would say that Financial Services companies are old

school marketers and slow to move to new ideas... Agree or Disagree?

Innovation Factor As an innovative company, you have been offering Marketing

Automation Programs to your customers for six years. How has this helped your company expand your customer offering and

grow revenues?

Q & A with Mark and Joe

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Your Hosts Mark Angus Joe Manos President & CEO Executive Vice President Innoviate MindFire

[email protected] [email protected]

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