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- 1. Barclays Bank Entrance into the Australian Market Launch recommendation and Digital marketing plan (Nikki Johnson, Aisling Graham, Cammy Chow, Alex Catalan) Live the dream
- 6. Barclays has had a presence in Australia since 1969 through their Investment Banking arm, Barclays Capital , in Sydney. In the 2008 IFR Asia Awards, Barclays Capital was named Australia and New Zealand Bond House of the Year. Following this success with their Investment Banking business, Barclays has decided to enter the Australian Market’s Retail Banking space, as part of their path to developing their presence across fast-moving markets around the globe. Barclays in Australia Barclays in Australia
- 7. Aussie Personal Banking Landscape Rising Star New Entrant Cash Cow Dog
- 11. Proposition Live the dream “ It’s simpler & easier to do my banking with Barclays.” “ The products are clear and simple with no hidden fees” “ Barclays have a fantastic reward program catered for my travel needs. It’s great to know I’m with a company that gives back.” VALUE PROPOSITION: Rob the Barclays Banker Credit Card Savings Plan Value for money Recognition Simplicity CRITICAL SUCCESS FACTORS Brand idea Campaign idea “ They have a range of tools to help me manage my money and save for my dream holiday.”
- 13. Competition – “ Rob the Banker” $10,000 prize for 5 cities Creation of Micro site Social Media – Creation of Facebook page for competition Digital Marketing Plan
- 14. Email – buy email lists from pure profile Search – focus on credit cards and build lists SEO, SEM Digital Marketing Plan
- 15. Display Media – invest in rich media if funds allow Mobile - partner with 3 Mobile carrier as their target audience is aligned with Barclay’s target and 3 will use their database to inform of the Competition. Banner Ads – create a range of banner ads with a 2 tiered approach. One to build brand awareness and one to generate hype around the competition. Digital Marketing Plan
- 16. Banner Ads – create a range of banner ads split between different target audiences to build awareness of the Barclays brand and also for the competition. Digital Marketing Plan
- 18. Budget Jul-10 Aug Sep Oct Nov Dec Jan Feb March April May June Search Credit Card $4,500 $4,500 $4,500 $4,500 $4,500 $4,500 $4,500 $4,500 $4,500 $4,500 $4,500 $4,500 Saving Plan $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 Website $50,000 $10,000 $10,000 $10,000 Competition Prizes Mobile App $10,000 $3,000 Credit card printing costs $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 Banner Ads $3,500 $3,500 $3,500 $3,500 $3,500 $3,500 $3,500 $3,500 $3,500 $3,500 $3,500 $3,500 Email Campaigns $2,000 $2,000 $2,000 $2,000 $2,000 Creative Testing $2,500 $2,500 $2,500 2500 2500 2500
- 20. Note: Income per customer in first year is estimated at $3,000 spend* on credit card @ an average industry rate of 12% pa interest = $360 pa * Reserve Bank of Australia – December 2009 figures Return on Investment 3.32 $277 $360 $83.33 3000 250,000 Overall 2.00 $240 $360 $120.00 100 12,000 Print costs 3.05 $271 $360 $88.89 900 80,000 Microsite 7.31 $317 $360 $43.33 300 13,000 Mobile ap 6.20 $310 $360 $50.00 200 10,000 Email 3.15 $273 $360 $86.67 900 78,000 Search 2.79 $265 $360 $95.00 600 57,000 Display ROI Net Income Revenue per customer CPA New customers Cost pa Activity
- 21. Questions?
- 22. APPENDIX
Notas del editor
- SWOT Strengths Branding in UK/Europe Already present in the investment market in Australia Established infrastructure in Europe Established website Leading bank in UK/Europe Weaknesses No branding or recognition in the Australia consumer market Savings rates in the market place will be matched Credit card rate not competitive Risks if it’s not successful – holding people’s financial information, money Opportunities Position as a young bank – targeting younger people Changing public perception of banking in Australia Affiliates – travel etc Threats Established banks in Australia – do we need another one? Current banking in the market place – competitive rates PEST Political A UK entering the market would need to have a strong message and marketing campaign due to the bad press that the UK banks have received. The Banks in Australia only have a negative credit bureau to assess customers. i.e. all you see is the bad stuff about clients The Australian market is heavily regulated and therefore a UK bank would need to understand and take into account the Australian legal regime. As you will have seen on the TV / in the paper, there has been a lot of controversy regarding the fees that the Australian banks have been charging. Some banks as a result have been lowering their fees, which therefore means the market is changing . Legal requirements to launch a new bank Terms and conditions – minimum age of 18 to apply Privacy Marketing to minors/younger people Individual state laws Economic Still recovering from the GFC - as a result the public are still cautious on spending Public spending/ cautious spending The market in Australia is saturated and it is extremely mature market. It is therefore very expensive to acquire new customers. The 4 main banks here are very strong Can charge and offer higher interest rates! Generally savings accounts are rate driven. A new entrant would need to price a product extremely aggressively to acquire new business The rates are currently continuing to rise in the market, which is a way the government is trying to slow down the market. Less customers would be willing to switch a bank and are therefore more conservative. There are different demographics in Australia and therefore the bank would need to build a different score card. Social Perception of banks – Customer service, fees Unemployment rates are still generally high Australia charges higher baking fees. As a result their other products that they offer are more competitive. Online banking is not as popular as in the UK. Australians still prefer going into a branch. Technological Broadband length in Australia – to be improved Security Would require a really attractive web based solution, as it would be the main point of contact with customers if they were to be ‘E’ based. They would be competition against the brick and mortar branches. Their banking system would need to be designed to be in line with the local regulatory rules that would differ to the UK
- Barclays currently play in the investment banking market, so have some stability in Australia in the B2B market, which provides grounding for targeting the consumer market. General banking trends show that people are reluctant to and rarely change banks once they have opened an account (particularly current accounts). Therefore, once you have a customer it’s usually for life. However recent reports show (Gartner US) that people are willing to switch banks to avoid high annual fees. Trends show from Nielsen report 2009 (July – Jan 10) that there is an increase in online audience in 18- 34 yr old particularly in women. 35 – 49 yr olds have seen a decrease in unique audience Australia is the highest consumers in social media – in the World! Competitor analysis/positioning shows that no bank in the current market place specifically targets youth consumers i.e. 18 -24 yr olds with an online offering, therefore there is a gap in the market. Consumer market 18- 24 yr olds Male antraveld female A strong interesting in
- Credit Strong push on the credit cards against the saving plan , due to the funds
- Add affiliate programs Display for both branding and acquisition
- Recommendation Competition A competition will be created, campaign name “ Rob the Bank” all information will be posted on the microsite about the competition, a Facebook page will be created to update on the competition and give out clues and we will be partnering with 3G Mobile and on the day. The competition involves finding the Banker in 5 major cities, each held no a separate month to help generate extra PR and Qantas have donated 10 around the world tickets and flight centre 10 $5000 vouchers. To be part of the competition you need to register on the Barclays microsite, and general glues will be posted on the dedicated Facebook page a few days before the event in each city, a long with pictures from each states event. Barclays will then be able to collect all the data from the registration and use for leads. On the Facebook page we will be posting what the Banker looks likes, as you will need to find the banker in the city to win the prize. We have also partnered up with 3G and will be creating a mobile application for this event which will includes a GPS map which will update on more clues on the day. Competition to start July 2010 till November 2010. Microsite A micro site will be created to inform of the offering of the credit card and also the saving plan, in the micro site the following will also in includes Application form for the competition Application for the credit card Application for saving plan Create your own credit card, put your favourite travel pic on the credit Link to Facebook page Loyalty programme redemption – with a focus on travel vouchers Social Media A Facebook page to be created for Rob the Banker competition Email Look at purchasing some emails lists from pure profile for the targe audience who are looking to travel and also looking for a credit card. Also look for lists of people who currently hold our competitions saving plans and credit cards. Search There will be a large portion of the funds dedicated to search to help build awareness and also display media and rich media; we plan to test different models throughout the 12 months period. The search will be heavily geared to credit cards as the competition is so high. Lists to be created based on words been searched and competitors lists and would like to try and have Barclays brand on the first page for SEM and SEO. Display Media Test different creative’s – for new credit card and also competition Where? Travel target audience– Tripadvisor, YHA website , ninemsn, STA Travel, Flight centre Credit Card target audience – SMH, ninemsn, affiliate credit card sites Saving target audience- SMH, ninemsn , affiliate saving sites Will look at both CPC and CPM models to see which model is more cost effective
- Email Look at purchasing some emails lists from pure profile for the targe audience who are looking to travel and also looking for a credit card. Also look for lists of people who currently hold our competitions saving plans and credit cards. Search There will be a large portion of the funds dedicated to search to help build awareness and also display media and rich media; we plan to test different models throughout the 12 months period. The search will be heavily geared to credit cards as the competition is so high.
- Mobile We suggest a partnership between 3G Mobile to create an application for the competition which will be accessible a few days before the event to give instruction and on the day a GPS to send clues to the Banker through the phones.
- Dedicated in house team to monitor and report on a daily and weekly basis and provide and end of campaign report Throughout the campaign we will be using Google analytics to track activity to the micro site and activity within it by heavily tagging areas, in particular the registration function We will use a range of standard metrics to evaluated such things as display banners, search and web based activity. We’ll benchmark these against industry standards and email against other pure profile clients within the industry Daily monitoring and reporting will allow us to accurately track email and display tests, with a view to rolling out the most successful within hours It will also highlight areas of concern or success and move budget around accordingly creating a flexible approach ULTIMATELY WE WILL BE MEASURING AGAINST SIGN UPS
- Estimated spend from Reserve Bank report published February 2010: http://www.news.com.au/money/money-news/australians-spending-big-on-credit-cards/story-fn4tj2xd-1225829792135 ROI = Net profit-Amount invested / amount invested Display costs include creative testing Personalised credit card print costs have no direct acquisition channel however assumed that this will encourage 100 customers to sign up NOTES: Estimated spend per customer per year is based on industry standards 2 biggest wins are the email tests and acquiring customers through the mobile application Overall ROI equals a very positive 3.32!