In 1992, institution management launched an Affinion Group value-added checking program for the mature market. The program offered a bundle of targeted benefits with a threshold of $100 to avoid fees. The objectives were to attract and retain high-balance customers without paying premium rates, increase cross-sales, and generate new fee income.
To promote the program, the institution undertook employee sales training, offered incentives, and kicked off a fully integrated 90-day promotional campaign which included direct mail, advertising, and lobby merchandising. At the end of the promotional period the institution had surpassed all its goals.
Later, the institution added a second tier of benefits to the program, which customers could select for a small monthly fee. Almost 30% of all new customers select this option.
Today, the program continues to grow and generate revenue.
Over the last few years...
30 years of service
70 million members worldwide
Over 800 million direct marketing pieces mailed annually
46,000 marketing campaigns conducted over the last decade
80 million telemarketing contracts annually
Over 1 million new online members added each year
Multiple industry experience including financial, retail, travel, entertainment, e-commerce, and direct response TV