Alan Rosenspan Alan Rosenspan ■ Creative director in three countries, for O&M and Digitas ■ My teams have won over 100 Awards – including 20 DMA Echo Awards for results. ■ Nothing I’m going to show you has ever been entered in any award show - and for good reason…
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Part 2: Creative Slamdown: Hear how great creatives successfully sell mundane, inane or boring products!
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Alan RosenspanAlan Rosenspan
■ Creative director in three countries, for O&M and Digitas
■ My teams have won over 100 Awards – including 20 DMA Echo Awards for results.
■ Nothing I’m going to show you has ever been entered in any award show - and for good reason…
Affinity MarketingAffinity Marketing
■ Credit cards created for members of organizations, unions, universities, sports teams and other shared interest groups
■ This program was for VPI Pet Insurance owners
■ Largest pet insurance company in U.S.; recommended by 9 out of 10 veterinarians
Credit card trendsCredit card trends■ Credit card ownership is declining 29% report they do not own
■ Credit card usage is still strong 500+ million VISA cards in force in the U.S.
■ Average American has 13 credit obligations Including store cards, loans, etc.
What usually worksWhat usually works■ Leveraging the existing relationship – the
emotional value of the affinity
■ Affinity marketing adds credibility
■ Affinity members are much more likely to open targeted direct mail, and are more receptive
■ There’s a reason you are receiving this…
TacticsTactics
■ Direct marketing has to walk a balance between leveraging the affinity and showing all the benefits of the card
■ …but we’re talking about people’s pets!
■ Wonderful visual opportunities
The Existing The Existing ControlControl
Is Is thatthat the best they could do? the best they could do?