|Challenge: To encourage inactive customers to continue using bank services by stressing customer service benefits.
A bank wanted to reach out to a list of inactive customers and persuade them to use the bank’s services again. Specifically, they wanted to find a unique way to stress the excellent customer service that account holders would receive, which they considered to be their main selling point.
Solution: A promotional auto mug acting as an invitation to a free bank-sponsored breakfast.
Accounts that were inactive for the past six months were sent a direct mail package that contained a promotional auto mug along with an invitation to attend a breakfast meeting to review new services the bank provided for businesses. The ThermalPro Travel Tumbler featured the new bank slogan: “Personal Attention … You can bank on it!” The customers were invited to bring their travel mug with them to the breakfast so they could use it at the seminar and get a free refill for their trip home.
Result: 6% of inactive accounts reactivated their business with the bank.
The branded travel mug really helped to make the invitation stand out. The seminar resulted in 6% of inactive accounts reactivating their business with the bank. Customers were thrilled with their free gifts and even contacted the bank to request additional mugs.
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