New Thinking About Direct Marketing
Last week I attended a conference in NYC that took place across from the United Nations. I walked right past the Kuwaiti consulate building. And sure enough, there was no visible mailbox. The country has no residential mail system, so marketing via direct channels poses a challenge. But one company saw this as an opportunity to connect with customers in unique ways.
Gulf Bank knows that almost all its banking customers use ATMs, so it created a personalized marketing strategy to communicate via the machines. (Read more about the specifics in today's issue of 1to1 Weekly.) Another bank, HSBC Mexico, also does something similar at its ATMs.
The important thing here is that Gulf Bank took what looked like a roadblock to customer service and interaction, and created an entirely new marketing channel. And unlike most direct mail, it's a channel that customers actually pay attention to. A little creative thinking about the customer experience and business objectives goes a long way.
How has your company turned a negative customer situation into a positive one?
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