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Co-brand with Confidence


Marketing in a
Retail Environment

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Co-brand with Confidence


Marketing in a
Retail Environment


When it comes to marketing in today’s
multi-channel retail environment, the whole is greater than the sum of its parts.


For many brands, today’s retail presence extends beyond the brick-and-mortar experience to include online and even mail-order channels. That’s why it’s important for Co-Brand card marketing efforts to be integrated seamlessly across all channels for maximum effectiveness.

With this guiding principle in mind, Media Logic recently used the following six strategies to help L.L.Bean launch a brand refresh effort for their Co-Brand card.

Strategy 1


Make sure the Co-Brand card reflects the parent brand

Strategy 1


Make sure the Co-Brand card reflects the parent brand

This is always true, but especially important when you’re talking about the retail experience. L.L.Bean has a very loyal customer base, so we made sure all communications amplified the Bean brand to take advantage of that loyalty.

 

 

Strategy 2


Connect the card to the shopping experience

Strategy 2


Connect the card to the shopping experience

Retail marketing should showcase the card’s value proposition, which is the rewards program in most cases. For L.L.Bean, we played up how easily cardholders could earn rewards everywhere they shopped, as well as how those rewards could be quickly translated into in-store savings.

 

 

Strategy 3


Incent customers to act immediately

Strategy 3


Incent customers to act immediately

If instant card approval is possible, include an offer that gives the customer an instant reward. The L.L.Bean campaign included a 15% off that day’s purchase.

 

 

Strategy 4


Encourage customers to keep using their card

Strategy 4


Encourage customers to keep using their card

To keep cardholders using their card beyond the initial incentive, it’s important your marketing materials communicate more than that first-time offer.

In L.L.Bean retail stores, newly approved cardholders were given a Welcome Brochure on the spot. This brochure reminded the new cardholder of all the rich rewards and benefits they could enjoy. It even included an “earn chart” to encourage world spend as an easy way to enjoy more L.L.Bean savings.
 

 

Strategy 5


Remember the universal rule: Location, location, location

Strategy 5


Remember the universal rule: Location, location, location

Make sure marketing pieces are placed in highly-visible areas. We created signs to place in key areas of the L.L.Bean retail stores, as well as take-ones to be displayed at the point of sale to help incent customers to apply now and save on that day’s purchase. In catalogs, card marketing appeared in bind-in inserts, as well as in highly-visible spots throughout the catalog. The digital catalog always features prominent banners promoting card benefits.

 

 

Strategy 6


Make consistency key

Strategy 6


Make consistency key

We made sure all in-store communications had the same look, tone, feel and messaging to amplify the brand and the card messaging. Also, knowing customers are likely to connect with a brand across multiple channels, we employed the same creative look to the Co-Brand card marketing pieces in their catalogs and across the digital retail experience.

 

 

Conclusion


Conclusion


These six strategies helped create a focused, integrated marketing effort for L.L.Bean, where each creative vehicle complemented the other. The result was a unified campaign that worked seamlessly to amplify the brand while driving card acquisition and engagement across all retail channels.

 
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The Agency


Who is
Media Logic?

The Agency


Who is
Media Logic?


We are a financial services marketing agency with extensive experience developing marketing strategies and creative executions for Co-Brands across a wide range of vertical businesses and brands.


 

We go BIG on partnership.

 

Financial


sponsorship


hospitality


Retail


Airline/Cruise lines


Automotive

 

We make things happen.

 
 

We are the perfect mash-up of
STRATEGY and CREATIVE.

 
 
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Contact


Get to know us.

Contact


Get to know us.

Jim McDonald, Director of Business Development

If you have a specific co-brand need or just want to learn more about Media Logic, email Jim McDonald or call 866.353.3011 x274.