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

Dscoop and MindFireInc
Creating marketing that drives results
INNOVATIVE CUSTOMER BASE GROWTH
PROGRAMS
NOVEMBER 20, 2014

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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

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Today’s Presenters
Mark Angus Joe Manos
President CEO Executive Vice President
Innoviate MindFire
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One2One2Omni | Customer Centricity
INNOVIATE ONE2ONE
Mark Angus

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

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

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

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

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

Platinum Re-issues: Personalised Emails
General Email: Existing
Platinum Customers
Swap Email: Gold Classic
Customers Swap to Platinum

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

Re-issues | Personalised Microsite (PURLs) | Digital
Campaign continues with Gold
cardholders Classic cardholders Platinum Petro, Gold Petro, Classic Petro
and Standalone Petro cardholders

Platinum Re-issues | Mobile Ready

Re-issues | Personalised Confirmation Emails

Re-issues
process extended
to other product
houses
Next Steps for FNB | FNB Private Wealth Re-issues
This includes
FNB Private
Wealth: top-tier/
elite customers
For Credit and
Petro Card
Re-issues running
on Mindfire Studio

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!

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

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 Challenges
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?

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.

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

BUSINESS GROWTH DISCUSSION
HOW YOU’VE GROWN THE BUSINESS

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?

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Your Hosts
Mark Angus Joe Manos
President CEO Executive Vice President
Innoviate MindFire
mark@innoviate.co.za Jmanos@mindfireinc.com
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