How does it work?
Success is built on a knowledge base of what worked -
and what didn't.
Case Studies: Database Building
Community Bank
Whether you're building a database of traditional mailing addresses or e-mail addresses, the principles of database building are the same. Either you offer the prospect something in exchange for his/her address. Or, as in this case, you tell them they 'can't play' unless they sign up with their name and address.
Client
A relatively small bank realized it was time to fully embrace the digital age and start e-marketing their current customers.
There was also a need for an initiative to educate customers - and prospective customers - that the bank belonged to a network of thousands of ATMs located throughout the country.
Challenge
Unfortunately, the bank only had e-mail addresses for its online banking customers. A low-cost database building strategy was needed to collect the e-mail addresses of customers.
Solution
Summer was around the corner. And so was opportunity.
Customers would be invited to submit photos of themselves holding the bank's ATM card and standing in front of any of the 2,500+ ATMs in the bank's national network. The photos would then be displayed on the bank's website in a gallery section created just for the promotion.
Customers would be able to submit photos via the website or at any bank branch. During the submission process, customers would be asked their name, address and e-mail address; customers would also have the opportunity to opt out of any future e-mail programs since we didn't want to e-mail anyone who would object to receiving promotional messages from the bank.
Result
This database building promotion is a low-cost campaign that promotes the bank's ATM network, collects e-mail addresses, and drives traffic to the website. And it's fun! People love participating in promotions like this and their positive feelings result in valuable customer goodwill and loyalty.