marketing campaign focused on loyalty
DESCRIPTION
Marketing Campaign focused on customer loyalty with a new concept: to extend own companies competencies to help customers make saving into real money.TRANSCRIPT
E S T R A T E G I A
2
S T R A T E G Y
To keep in mind of
customers the fact of
saving money with us in a
monthly basis.
3 3 3
Strategy
Goal:
Invoice
Offer
Change to another
company
New
Invoice
Customer
4 4 4
Actual perception of billing cycle
There is a saving
perception
There is NOT any saving perception
Invoice
Offer
Change to another
company
New
Invoice
Customer
5 5 5
Desired perception of billing cycle
There is a saving
perception
There is Not any saving perception
Create a psychological exit barrier to the customer.
If the customer goes to competition, he will lose his monthly saving.
6 6 6 6
Strategy
We should:
Communicate the
saving the customer
is having with us
since he joined the
company.
Make that saving
real.
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Actions
New
Customer
Transfer
Money
Send Saving
SMS
Activate
Saving
Option?
Yes
NO
Potential
Customer
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Action 1
For new customers, we will bill, as minimum, the amount that the customer is
currently paying for the same service in other company and we will pay back the
difference between the amount billed by the previous company and the real
amount rated month by month in case of being less.
48,4€ To Pay: 48,4€
Rated: 29,4€
Saving: 19,0€
19,0€
Customer
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Action 1
Final customer can see the savings in terms of real money
in his account
10 10 10 10 10
Action 1
Similar
Positioning
to us
On-line
Saver
Innovator: Fresh Banking
No restrictions
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Action 2
Alternative option in case the customer does not activate Saving Option.
For new customers, we will send an SMS with the difference between the
amount billed by the previous company and the real amount rated month by
month in case of being less.
48,4€ Ato Pay: 29,4€
Rated: 29,4€
You have
saved19€
this month
* A reminder with the option of activating Saving Option will be also
sent in the same SMS
Customer will join the company not only due to the
price, but also because a different treatment will be
given.
Saving becomes Real Money.
Psychological Exit Barrier.
Customer Loyalty.
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Conclusions
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Questions
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