Credit card marketing

Credit card marketing focuses on attacking the heart

This is a "heart-and-mind battle". Customers create advertising slogans for their favorite credit cards, and their affinity wins This is an "experience card" that allows target customers to enjoy the process in the era of information explosion, and its participation has won the public's approval.

“Caring about the people, creating feelings with a card” is an advertising slogan created by an advertising designer from Guangzhou for Minsheng Bank’s credit card. In his submission, he wrote: “The relationship between the people and people’s livelihood is Today, our trust starts with the card!”

This is just one vivid case among the tens of thousands of submissions for Minsheng Bank’s credit card slogan collection campaign.

On the morning of June 7, 2005, Sina.com and major media simultaneously announced the news that China Minsheng Bank was spending heavily to solicit credit card advertising slogans. As a result, Minsheng Bank Credit Card Center launched a warm-up marketing campaign.

Open collection of advertising slogans to create new marketing

On June 16, Minsheng Bank’s credit card, which had been in the works for two years, was officially unveiled. Compared with other domestic credit card products, it has made breakthroughs in international standards, product functions, preferential conditions, value-added services, etc. Among them, high-value aviation accident insurance, national 24-hour car rescue, gold card private lawyer and many other considerate services make it It has become a bright spot in financial markets recently.

At this point, except for Hua Xia Bank, all major domestic commercial banks have issued credit cards. Relevant data shows that as of now, the number of credit cards issued in my country has exceeded 10 million, with an annual growth rate of more than 100%.

In addition to putting great efforts into the product itself, various banks have also tried their best in credit card marketing. Therefore, the current credit card marketing activities can be described as very lively. Minsheng Bank's credit card was launched relatively late in the market, but how to achieve "last come first come"?

Moving marketing activities forward is one of the innovations of this event. Compared with the marketing methods commonly used by many domestic banks such as courtesy and free annual fees during the card opening stage, Minsheng Bank’s “Credit Card Slogan with Heavy Rewards” has advanced marketing activities before card issuance. It is expected that more than 30,000 people will participate in this event, and I believe most of them will become loyal users of Minsheng Credit Card.

Service marketing, focusing on customer satisfaction, is another highlight of this event. This is a "war for the heart". Customers create advertising slogans for their favorite credit cards, and their affinity wins the public's favor; this is an "experience card" that allows target customers to enjoy the process in the era of information explosion, and its participation wins the hearts and minds of the public. The people roared.

Mr. Yang Ke, general manager of the Credit Card Center of China Minsheng Bank, said that for credit card issuers, no matter what marketing methods they adopt, they are actually fighting for customer resources, hoping to gain customer recognition. , and use this as a basis to provide customers with more diversified services.

Enhance customer relations and enhance people’s livelihood brand

The number of responders to the event was beyond expectations. During the 9 days, more than 2,000 people participated in this event through various means every day. ***More than 27,000 people submitted slogans online, more than 3,000 submitted them through the mail system, and there were nearly a thousand letters and faxes.

Creators can be said to come from “all over the world”. They come from more than 20 provinces, municipalities, and autonomous regions across the country, from big cities like Beijing, Shanghai, Guangzhou, and Shenzhen to remote small towns like Mengla County in Yunnan Province, Dingxi in Gansu Province, and Qi City in Heilongjiang Province; they are engaged in finance, advertising, People in the IT industry also include national civil servants, military personnel, students, teachers, company managers, etc.

Many people not only created slogans, but also wrote testimonials about the event. Zhao Hongxing, a company employee from Guangzhou, wrote in poetic language: "Over the years, every credit card embodies the wisdom and hard work of Minsheng people, and is also full of gratitude and care for users. This event is very user-friendly. ”

In-depth participation and allowing consumers to participate in the creation of the credit card brand is a step forward for Minsheng Credit Card to enter this fiercely competitive market. Yang Ke believes: “This event has aroused such enthusiastic response from the market and customers, which is first of all due to Minsheng Bank’s long-term adherence to the customer-centered and ‘people-oriented’ business philosophy.

While striving for the number of customer resources, this marketing method of attracting customer participation and interacting with customers will greatly win customers' recognition and trust, thus improving the quality of Minsheng Credit Card customer resources. ”

As a modern financial tool, credit card is gradually being accepted by more and more people due to its convenience, fashion and security. With the development of my country’s market economy and the improvement of people’s living standards, credit cards are becoming more and more popular. With the continuous improvement of the card environment, the credit card market contains vast space for development. However, as each commercial bank is issuing its own brand of credit cards, how to make our CITIC Credit Card stand out in the fiercely competitive market has become an urgent task for our credit card marketers. Regarding the issues of concern, the following are some of my experiences in two months of credit card marketing work.

As a credit card marketer, you must have confidence, patience, perseverance, master a series of marketing skills, and establish a good reputation. The awareness of "service marketing" is to go to the market in a planned and step-by-step manner.

First, grasp the product, be familiar with the various functions of credit cards, and analyze it from the customer's perspective. He set up our CITIC. What can a credit card bring to him? With our current promotion policy of CITIC Credit Card, we can provide him with the convenience of shopping and consumption in his daily life without adding any financial burden to the customer, and at the same time, he can enjoy our CITIC Industrial Bank Efficient and high-quality service, coupled with the two free insurances provided by our credit card, I think as long as we guide patiently, most customers will not refuse. Only by fully understanding and mastering the professional knowledge of credit cards can we have the confidence to move forward. Marketing.

2. Positioning of target customers: Due to some illegal operations by CITIC Credit Card outsourcing agents in the early stage, the current Fuzhou market (especially Class A customers) has some negative impact on our CITIC Card. At present, I mainly lead group development for Class B customers (large local state-owned enterprises), and at the same time actively promote to Class A customers.

3. Face-to-face marketing with customers: This requires a certain amount of marketing. Techniques and marketing skills are what we have constantly summarized and improved at work. First of all, when visiting customers, you need an attractive and seductive opening statement, a reason that makes customers willing to communicate with you, of course, for different types of customers. , different occasions require different opening remarks. When a customer is willing to communicate with you, it is best to find a breakthrough among the people in the unit (who are popular and have certain power) (such people are usually the ones who manage our CITIC As a potential customer of the credit card gold card, please declare to him our current CITIC credit card policy. As long as the company receives more than 30 items for the first time, the company can apply for the gold card. The annual fee for the first year of the platinum card will be waived.) I hope to borrow his credit card. Influence helps us with marketing and achieves marketing efficiency of twice the result with half the effort. Of course, you cannot rely on them to help you promote credit cards. When the breakthrough is opened, you must be good at analyzing customer psychology, making good use of the overall effect and following the trend effect. Generally, customers have a mentality , when a customer applies for a credit card first, he still has some questions: "Will there be so many benefits to applying for a CITIC card?" "Is it just me being impulsive?" At this time, he usually encourages other colleagues to apply for cards, because he will feel that only the more people apply for cards can he prove that his choice is right. When this atmosphere of applying for cards stirs up We must seize the opportunity, make a quick decision, shorten the customer consideration period, and strive to apply for a large area of ????cards in this unit. When the promotion work of this unit is completed, we can ask them for referrals by the way, so that our customer resources will not be exhausted. The end of one customer's marketing work is also the beginning of another customer's marketing work. Take more shortcuts and fewer detours.

Four. In the marketing process, we often encounter different rejections from some customers. At this time, we need to respond to customer rejections as quickly as possible, and we must constantly summarize them in our daily work, be confident, respond calmly, and effectively handle rejections. Here are some common customer rejections and ways to deal with them:

(1) "I have several bank credit cards with me, and I don’t want to apply for another credit card." This type of customer usually has a high income and a stable job, which is the goal that various banks strive for. At the same time, they also know more about credit cards. Some practicality.

Response: We should focus on highlighting the comparative advantages of our CITIC card and credit cards of other banks. For example, our interest-free period is the longest, our points are the most favorable, our birthday month is double points, and we can get interest-free in Gome For installment shopping, if we successfully apply for the card, we will give you two insurances. At the same time, our application is simple, efficient, and has good service. "Without adding any burden to you, we will help you apply for a CITIC credit card for free, giving you one more card to use." Isn’t it a good choice?”

(2) “I usually only use cash, and I don’t need to apply for a card.” This type of customer should focus on introducing the safety and convenience of credit cards and encourage them to do so. Develop the habit of swiping your card for purchases. < /p>

(3) "You have too few CITIC outlets, making repayment inconvenient."

Response: "It is true that we currently have fewer CITIC outlets, but we are constantly expanding our outlets, and we are still targeting We currently have twelve ways to make payments. For example, you can apply for another Cai Li Bao card and make bundled automatic repayments. When you swipe your card with a credit card, our Cai Li Bao will automatically repay the money on the last day of your credit card's payment date. , you can first earn points from your credit card overdraft consumption, and then earn interest on Wealth Management without having to worry about missing the final repayment period. Isn’t this two birds with one stone? At the same time, we will also send you a statement every month, so that you can You spend clearly and keep track of your financial balance."

To sum up, I personally feel that no matter what type of customer he is, no matter how many credit cards he has, as long as he has not applied for it with us. CITIC Credit Cards are all our target customers. As long as we highlight the advantages of CITIC Credit Cards in a targeted manner, understand the latest trends in credit cards of various commercial banks, and guide them correctly, they may all become our service targets for CITIC Credit Cards.

5. Improve after-sales maintenance, create a corporate image and a good personal image of CITIC Industrial Bank, and learn from the lessons of the early credit card outsourcing agents who did not provide after-sales service, which led to damage to the corporate image. As a CITIC credit card marketer, we have the responsibility to maintain the healthy development of the market, highlight our "service marketing", encourage customers to open cards for consumption, and allow customers to truly experience the series of credit card processes from rejection to recognition to feeling to enjoyment, and at the same time, through this The opportunity will drive our other CITIC-branded financial product businesses and promote the secondary development of the unit’s credit card business.

The above is a summary of my experience in the past two months. At the same time, I also discovered some shortcomings in the marketing process, such as a lack of financial expertise. I think the next step will be to promote credit cards while promoting credit cards. Learn more about other financial products of our bank and better achieve cross-marketing.

How do tellers effectively market credit cards?

Every teller who works in a bank knows that bank counters actually have various indicators, one of which is credit card. When I usually go to other banks, some tellers ask me if I want to apply for a credit card. I can only answer that I have many bank friends and I have applied for credit cards from every bank. .

However, I also need to market credit cards over the counter, and I once successfully marketed 9 credit cards in one day. Therefore, I divide marketing methods into three types according to different customers, one is recommendation based on strength, one is coquettish and cute, and the other is temptation with benefits.

The first type of strength recommendation is to be cautious when doing business. For example, a customer comes to draw a 6-month statement, issue a certificate of deposit, or change. . Hey hey! Babies! The opportunity has come! At this time, you can probably guess that the customer's direction is to travel abroad, so you can introduce a full-currency credit card, or a dual-currency credit card.

Of course, if you usually use a credit card, you can make introductions more easily. You can go to the website to learn more about the activities, and you can also adjust the direction of your introduction according to the needs of the customer during the introduction.

If you just ask empty-handedly whether you want to apply for a credit card, you will easily be rejected. You have to be shameless and continue to have family affairs with your aunt.

For example

"Auntie, which country are you going to apply for a deposit certificate?"

Out of vanity at this time, Auntie will Tell you with a proud face, "Hey, I'm going to Spain, Germany, and Europe this time~"

Then you can say tactfully, "Our bank has all kinds of currencies." It’s easy to use, and there are no currency exchange fees. Now that the euro is rising so fast, it’s very convenient and cost-effective to deposit it into your account in real time!”

With this kind of communication, the aunt will feel that you are thinking about her from her perspective! , the next thing will be easier to handle.

The second type is the coquettish and cute type. As the saying goes, everyone has their own preferences. As long as you are a small teller, you will encounter the kind of customer who smiles at you as soon as you come up and especially appreciates you (usually Most people want to find a partner for their son or daughter when they are old, I guess)

At this time, in addition to serving with a smile, you also need to serve coquettishly. Think about the indicators behind you, and say shamelessly, please, uncle, we have indicators, please do us a favor~

Customers are also human beings, especially those who trust you, please do me a favor. Well, most people are still willing to do it. However, you cannot betray the trust of others, and the rules and details of the introduction must be explained carefully.

The third type is the profit temptation type.

For some customers who know little about credit cards, but are not against it, and at the same time their eyes are shining with the gifts displayed on your counter, don’t say much, show your weapons!

“Auntie, wouldn’t it be nice to take this gift home for your children to play with? It doesn’t matter if you apply for a card and don’t use it when you go back. You will receive a small gift when you apply for the card!”

No one would refuse something that others forcefully shove into their arms, right?

However, there are also some coincidences, which are successful in one-sentence marketing.

For example, when I opened a card and checked my personal information, I casually asked the girl at the door, "What is your zodiac sign~"

She replied, "Pisces" ”

I said, “Our bank has a Pisces credit card. The design of the card is very beautiful. Do you want to apply for one?”

She said “Okay”

Oh my god, what luck!

Of course, this is just a simple summary based on some customers I met at the counter. Welcome to correct and add to it~

Finally, I wish you all great success in marketing~

How to promote credit cards!

Hello, selling sales cards is difficult, but it is also very simple. The main contradiction is that the high-quality customers that banks care about are relatively mature people who are not so keen on credit cards. The various procedures for applying for a card are very cumbersome for them. People who are keen on applying for cards are relatively young. Generally speaking, the best places to sell credit cards are companies. If you follow a customer closely, you can successfully sell to them in the circle around them. These people's lives and incomes are relatively stable, and they are better customers. Of course, public affairs personnel are better, but public affairs personnel rarely deal with them collectively unless it is a relationship introduction. There are also steps that can help people minimize the hassle. Such as various certificates. Learn about some risk-free solutions.

Advantages:

1. You can overdraft without deposit and enjoy the interest-free period of 25-56 days. You can repay your loan on time without paying any interest.

2. When shopping, swiping your card is not only safe, hygienic and convenient, but you can also earn points and give gifts.

3. Special merchants with cardholders in the bank can enjoy discounts

4. Accumulate personal credit and add integrity records to your credit files, which will benefit you throughout your life.

Disadvantages:

1. Blind consumption with credit cards is not like paying cash. You spend money one by one. I feel nothing after brushing it. A few numbers lead to blind consumption and money flowing down the drain. However, can you be irrational about what to buy and what not to buy?

2. Excessive consumption of laptop installment payments, digital camera installment payments and smartphone installment payments. While enjoying their favorite items in advance, I also have to consider whether my salary will be just a drop in the bucket when I repay the loan next month?

3. High Interest If you cannot take good care of your credit card and cannot repay on time when the final repayment date arrives, the bank will charge a certain interest fee to avoid greater risks. You only have yourself to blame.

4/ Affect personal credit record Long-term malicious default will naturally affect personal credit record and even be blacklisted by the bank. It will be difficult to borrow money from the bank to buy a house or a car in the future - but if you don't ask, you won't manage your money.

Tips for selling credit cards

Selling is selling yourself·that is, the first image! A good beginning is half the battle!

Successful people are always looking for ways_6_1 Failures are always looking for excuses

There is nothing impossible in the world_6_1Only people who can’t do it

Sales start with rejection · Prepare solutions in advance!

Sales Process

1. Opening Statement

2. Explore Needs

3. Explain Benefits

4. Resolve objections

5. Close the deal

6. Request customer referrals

7. Pursue excellent service

Seven Keys to Successful Marketing Points:

1. Good attitude_6_1 enthusiasm_6_1 generosity

2. Go to work on time

3. Be prepared

4. Do your best every minute

5. Maintain a mentality_6_1 Make reasonable adjustments

6. Maintain an attitude_6_1 Clear mind

7. Control language_ 6_1Happy work

Six major responsibilities of marketers!

1 Be proactive and have a serious work attitude

2 Have a good learning attitude

3 Learn marketing methods and deeply understand its meaning

4 Understand the implementation of the averaging method

5 Actively cooperate with supervisors and manage work

6 Obey the company's arrangements

Your selling points and his needs are success. ! !

Any purchase is irrational and based on emotions! !

The signals that he wants to close the deal are as follows:

1. If he doesn’t sincerely want the price, there is no need to pay back!

2Ask about service and details!

3 Changes in attitudes and actions!

4 When customers crunch the numbers!

5 Customers appear to be in a happy mood!

6When asking questions about secondary issues!

7When negotiating with a third party!

No matter he does any of the above, you must seize this great opportunity and ask him to buy it! By the time he comes to his senses, it will be too late

The above are all the experiences I have accumulated from doing sales for several years! ! Simple and most practical! !

··Please remember··Sales is for asking·not for telling·

Let me explain to you what it means: just ask customers more·Where else? If you don’t understand, then solve their problems instead of just saying how good your product is... Customers will be annoyed after hearing this... Then why do you still ask?

That’s it for the introduction of credit card marketing techniques.