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Co-brand with Confidence


Turning Acquisitions into Relationships

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Co-brand with Confidence


Turning Acquisitions into Relationships


How to use ongoing communications to boost engagement and loyalty among Co-Brand cardholders.


One of the biggest challenges among Co-Brand card marketers is keeping cardholders engaged beyond the initial acquisition. Some cardholders will get the card solely for the point-of-sale incentive offer, and others tend to reserve the card exclusively for Co-Brand purchases.

But successful Co-Brand marketers know that ongoing engagement with the cardholder is the key to increasing and expanding spend activity, and decreasing attrition rates.

Companies like Nest and Nike establish an intimate and continuous feedback loop with customers through the exchange of value their products and services create, not the piece of plastic that gets swiped at the till.
— Forrester, February, 2017

Media Logic has worked with Co-Brand clients to establish and maintain ongoing relationships with their cardholders. Here are a few of the tactics we have used to increase card usage and boost world spend.

Strategy 1


Reinforce the value proposition

Strategy 1


Reinforce the value proposition

It can never hurt to remind cardholders of the rewards potential of their card, especially for cards with complex rewards programs. L.L.Bean supplements their Issuer communications with quarterly postcards to their member base. They also continuously reinforce their rewards program through banner ads on their commerce website.
 

 

Strategy 2


Encourage redemption opportunities

Strategy 2


Encourage redemption opportunities

Keep their eye on the prize. High-performing Co-Brands know that a cardholder who is actively redeeming is their most engaged customer and least likely to attrite. Remind cardholders of the redemption opportunities they can enjoy. If there are low redemption rewards or popularly-redeemed rewards, call them out. This is what is regularly done in quarterly emails sent by The Ritz-Carlton Rewards Credit Card from J.P. Morgan.
 

 

Strategy 3


Increase awareness of other card benefits

Strategy 3


Increase awareness of other card benefits

Many Co-Brand cards offer exclusive benefits to cardholders. To help increase card loyalty, you should continually remind cardholders of the benefits and services their card offers them. The Marriott Rewards Premier Credit Card does this with periodic emails, as well as invitations to cardholder events.

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The Ritz-Carlton Rewards Credit Card has had tremendous success promoting exclusive cardholder events. These events appeal to their audience of affluent travelers, adding more value to the card and keeping cardmembers engaged beyond the rewards program.
 

 

Strategy 4


Provide incentives to boost world spend

Strategy 4


Provide incentives to boost world spend

One of the biggest challenges Co-Brand marketers face is getting their cardholders to use their card for purchases beyond the brand. This can be due to confusion about card acceptance out-of-store, other payment options available to the cardholder, and lack of awareness of the card’s rewards program and earning structure.

While reminders of card acceptance and the value proposition (including out-of-brand earn) can help, incentive offers can be a stronger… incentive. They are not only an effective way to encourage world spend behavior, but also an easy way to increase card loyalty and customer satisfaction.
 

Conclusion


Conclusion



One thing all of these strategies have in common is that they are part of a regular, ongoing effort. By maintaining a steady communication stream, you can keep your Co-Brand card top of mind and, possibly, top of wallet.


 
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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.