In a world inundated with travel cards and rewards programs, the Chase United credit card stood out by giving its cardmembers VIP status in upscale malls (in United hub markets) during holiday shopping season. Visitors who showed their cards gained entry and got refreshments, gift wrapping, coat checks, TVs for football viewing, and access to paid events featuring leading figures from sports, food, and other fields.
The program was a smash hit that expanded to the Superbowl and the London and Rio Olympics. It has hosted over 500,000 guests, with more than 90% stating their intention to use their card more often — and a lot of requests to make the lounges permanent.
How can a fast-casual restaurant chain fill seats and increase the average check amount in a highly competitive marketplace? Connect with a powerful but often overlooked demographic — 50+ people with money to spend and a demonstrated love of regularly eating out.
AARP sent this high-impact mailer to VPs and CMOs of fast-casual chain restaurants to dramatize the importance of 50+ people — and the purchasing power of its 37.8 million AARP members.
It included an invitation to participate in a low-cost, turnkey marketing program that offered a targeted, multi-channel communications plan, promotional tools and ROI testing as well as a ticket to an exclusive industry event. Results? More restaurants in AARP’s dining portfolio.
AARP drives awareness of its member benefits by offering point-of-purchase materials to its partners that are designed to drive traffic and sales by reminding AARP members to use their card for partner discounts.
Monro Muffler & Brake Service’s tire insert, floor mat and table topper and Regal Cinemas’ window cling, mobile and table topper demonstrate just how customized and unique these POP materials can be — and the AARP In-store Signage Guide offers even more suggestions how to use AARP’s POP to increase profits.
When Philips went to market with its LED replacement for the incandescent bulb, people who were hoarding their 60-watters had to be persuaded that the new LED’s quality was warm and beautiful, not cold and white. But at over $28 a bulb, they needed a benefit greater than “makes your living room look nice.”
The two-part story was told in an interactive “roadshow,” with half the space devoted to the technology that justified the price and the other to the bulb as a critical design element. Called “Science Meets Style,” it traveled to Home Depot stores and home shows, resulting in 73% of consumers likely to buy and 7,000 coupons downloaded. Won a Chief Marketer Pro Award.
Chase and IHG wanted to make a big splash to launch the new IHG Rewards Club Premier and Traveler Credit Cards — and they had only six weeks before the card launch date.
The travel-themed Vacation Station experience in NYC’s Grand Central Terminal (GCT) called attention to the IHG hotel brands with a show-stopping projection of a pool that allowed guests to interact with the water and branded pool floats with gesture-controlled movements, cabanas highlighting different card benefits, a bar serving branded “mocktails,” and other inducements to encourage visitors to learn about and apply for the new cards, guided by on-site IHG Credit Card reps.
Tactics including emails, notices on the GCT website, social media ads, and signage reached a total of 1.4MM New Yorkers. A big splash, indeed!
Even though they risk going blind, 50% of glaucoma patients stop using their Alcon eye drops within six months, for a wide variety of reasons. They forget, can’t afford it, don’t feel anything, see no visible results.
This CRM program addressed the specific hurdles with themed, timed mailings, emails, video, a website with info and tools, one-to-one peer support, and materials for doctors.
The visible results: a 20% increase in Rx renewals.
TIAA is a nonprofit financial services company serving the academic and nonprofit sectors. For a series of street-facing branch posters, we turned TIAA’s fiscal conservatism into an asset across their various lines of business, with messages that never get old for anyone hoping to retire someday.
Chase decided to take its successful VIP Lounge concept to the London Olympics, opening a venue in historic Trafalgar Square that ran all 17 days of the Games.
Visa Chase cardmembers enjoyed exclusive access to Team Visa athlete appearances, Olympic Games ticket giveaways, Chef Morimoto’s culinary experiences, 10 HDTVs, concierge services, refreshments, free Wi-fi and coat check, and complimentary Visa Olympic merchandise — just by showing their Visa Chase cards.
The VIP Lounge hosted 26,783 visitors and garnered 6.4 MM media impressions through pre-event press coverage; 71% of survey respondents said they were more likely to use their Chase credit card and 89% felt more positive about being a Chase cardmember. It was so successful Chase took the VIP Lounge to the Rio Olympics in 2016.
Philips partnered with New York’s Soho-based Bliss spa to produce a bikini trimmer. New packaging, a website and several promotions introduced a, shall we say, private product in ways that were disarmingly cute, engaging, and only slightly risqué, including a rebate that got a lot of women thinking about taking it all off. Sales went sky high.
The Multiple Myeloma Research Foundation (MMRF) began with an “orphan” disease and broke the rules to establish a new paradigm in cancer research that is achieving amazing results. Their remarkable story — and need to raise funds — drove a new website, emails, DM, magazines, social media, event sponsor materials, and more. Results? Nearly 1,000% increase in revenue the first year, 80% the second. And everyone got to feel good doing it.
Sonicare is the #1 recommended electric toothbrush among dental professionals, but if you don’t replace the brush head every three months it’ll wear out and leave a lot of plaque.
Regular head replacement was encouraged with information-based materials for consumers and action-based sales support for dentists, a tactic that worked well. Today, Sonicare brushes and replacement heads still dominate their categories on Amazon.
ADT gave us challenge: Update and improve their existing direct mail campaign targeted to new movers to increase response rates and sales, lower costs and increase efficiencies in production.
We beat their control with an official self-mailer that that delivered 107% lift in calls, a 76% lift in leads and lowered the cost per piece from $0.61 to $0.56 resulting in $50,000 savings per million pieces mailed.
We also developed successful partner mailings with insurance companies who give discounted rates to people who have security systems installed in their homes as well as created an innovative, cost-effective pop-up card for the high-end new mover custom home segment.
