This is a "psychological war". Customers make advertisements for their favorite credit cards, and their affinity has won people's favor. This is an "experience card". In the era of information explosion, target customers enjoy the process, and its participation has won the resonance of the people.

"Heart for the people, one card gives birth to feelings" is a slogan created by an advertising designer from Guangzhou for Minsheng Bank's credit card. He wrote in his submission: "Between the people and the people's livelihood, our trust begins with cards!"

This is just a vivid case of tens of thousands of submissions in the credit card advertising war of Minsheng Bank.

On the morning of June 7, 2005, Sina. Com and major media simultaneously released the news that China Minsheng Bank collected credit card advertisements with heavy money. As a result, Minsheng Bank Credit Card Center launched a warm-up marketing campaign.

Publicly solicit advertising language and create new marketing.

On June 16, the credit card of Minsheng Bank, which has been brewing for two years, was officially unveiled. Compared with other domestic credit card products, it has made breakthroughs in international standards, product functions, preferential conditions and value-added services. Among them, high aviation accident insurance, national 24-hour car rescue, gold card personal lawyer and many other intimate services have made it a highlight of the recent financial market.

So far, except Huaxia Bank, all major domestic commercial banks have issued credit cards. Relevant data show that up to now, China's credit card circulation has exceeded 654.38+million, with an annual growth rate of over 654.38+000%.

In addition to working hard on the product itself, 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 listed late, but how to achieve "first come, first served"?

Pushing marketing activities forward is one of the innovations of this activity. Compared with the marketing methods generally adopted by many domestic banks, such as courtesy and annual fee exemption, Minsheng Bank launched "credit card advertising reward" to advance the marketing activities before issuing cards. It is estimated that more than 30,000 people will participate in this activity, and I believe that most of them will become loyal users of Minsheng Credit Card.

Service marketing, striving for perfection, is another "bright spot" of this activity. This is a "psychological war". Customers make advertisements for their favorite credit cards, and their affinity has won people's favor. This is an "experience card". In the era of information explosion, target customers enjoy the process, and its participation has won the resonance of the people.

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

Enhance customer relationship and enhance people's livelihood brand.

The number of incident responders was unexpected. During the nine days, more than 2,000 people participated in this activity in various ways every day. More than 27,000 people submitted advertisements online, more than 3,000 people submitted advertisements through the mail system, and nearly 1 1,000 letters and faxes.

The creators can be said to come from all corners of the country. They come from more than 20 provinces, municipalities and autonomous regions in China, from big cities such as Beijing, Shanghai, Guangzhou and Shenzhen to remote small towns such as Mengla County in Yunnan Province, Dingxi in Gansu Province and Qishi in Heilongjiang Province. They include people engaged in finance, advertising and IT industries, as well as national civil servants, soldiers, students, teachers and company managers.

Many people not only created advertising slogans, but also wrote down their feelings about the event. Zhao Hongxing, a company employee from Guangzhou, wrote in poetic language: "Over the years, there has been a little bit of people's livelihood. Every credit card embodies the wisdom and hard work of people's livelihood, and is also full of gratitude and care for users. This activity is very humanized. "

Deep participation and allowing consumers to participate in the brand creation of credit cards is a move for Minsheng Credit Card to enter this highly competitive market. Yang Ke said: "The event caused such a warm response in the market and customers, first of all, thanks to Minsheng Bank's long-term adherence to the customer-centric and people-oriented business philosophy. While striving for the number of customer resources, this marketing method of attracting customers to participate and interact with customers will greatly win the recognition and trust of customers, thus improving the quality of customer resources of Minsheng Credit Card. "

As a modern financial tool, credit card is gradually accepted by more and more people because of its convenience, fashion and safety. With the development of China's market economy, the improvement of people's living standards and the continuous improvement of credit card environment, the credit card market contains broad development space. However, with the commercial banks issuing their own brand credit cards in succession, how to make China's CITIC credit cards stand out in the fierce competition market has become an urgent concern for credit card marketers in China. The following is my credit card marketing work for two months.

As a credit card marketer, you should have confidence, patience and perseverance, master a series of marketing skills, establish the consciousness of "service marketing", and go to the market in a planned and step-by-step manner.

First, grasp the product, be familiar with the function of credit card and analyze it from the customer's point of view. What can he bring with our CITIC Credit Card? According to our current promotion policy of CITIC Credit Card, we can provide customers with convenience for daily shopping and consumption, and at the same time, we can enjoy the efficient and high-quality service of CITIC Industrial Bank, plus two free insurances given 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 go to the market.

2. Target customer orientation: At present, the Fuzhou market (especially Class A customers) has some negative effects on our CITIC card due to some illegal operations of CITIC credit card outsourcing agents in the early stage. Therefore, at present, I mainly develop the group for Class B customers (large local state-owned enterprises) and actively promote it to Class A customers.

Third, face-to-face marketing with customers: at this time, we need certain marketing skills, which are constantly summarized and improved in our work. First of all, when visiting customers, you need an attractive and tempting opening statement, and a reason why customers are willing to communicate with you. Of course, for different types of customers, there must be different opening remarks on different occasions. When customers are willing to communicate with you, it is best to find a breakthrough among people in the company (people with popularity and certain power) (such people are usually potential customers who operate our CITIC credit card gold card, and tell him our current CITIC credit card policy. As long as the company purchases more than 30 pieces for the first time, it can apply for gold and platinum cards for the first year. ) I hope I can use his influence to help us market, and get twice the result with half the effort. Of course, I can't expect him to help you promote credit cards. When the breakthrough is opened, I must be good at analyzing the customer's psychology, make good use of the overall effect and follow the trend. Most customers have a mentality. When customers apply for a credit card for the first time, their psychology is still the same. Could it just be my impulse? "At this time, he usually encourages other colleagues to apply for cards, because he feels that only the more people who apply for cards can prove that his choice is correct. When this card-handling atmosphere is provoked, he must seize the opportunity, act decisively, shorten the customer's consideration period, and strive for the company to handle cards in a large area. When the company's promotion work is over, he will recommend them by the way, so that our customer resources will not be exhausted.

Fourth, in the marketing process, we often meet some customers with different degrees of rejection. At this time, we need to make the most agile response to the customer's refusal, constantly sum up in our daily work, be aware of it, calmly deal with it, and make effective refusal handling. Here are some common customer rejections and their solutions:

(1) "I have several bank credit cards on me and don't want to get another one." This kind of customers usually have high income and stable jobs, which is the goal of banks' efforts and they also know more about the practicality of credit cards.

Response: We should highlight the comparative advantages of CITIC Card in our bank compared with other bank credit cards. For example, we have the longest interest-free period, the most favorable points, and double points in the birthday month. We can shop in interest-free installments in Gome, and we can successfully get two insurances when we get a card. At the same time, our application is simple, efficient and thoughtful. "Without adding any burden to you, wouldn't it be nice for us to help you get a Zhang Zhongxin credit card for free and let you choose one more card?"

(2) "I usually only use cash, and I don't need a card." Such customers should pay attention to the safety and convenience of credit cards and encourage customers to develop the habit of spending by credit card.

Response: "If you set up our CITIC Credit Card, it will bring you a convenient and fast lifestyle, and you can also enjoy the bonus points, free insurance and quality service of CITIC Bank."

(3) "There are too few CITIC outlets in your bank, which makes repayment inconvenient"

Response: "It is true that we have fewer CITIC outlets at present, but we are constantly expanding outlets. At present, there are twelve repayment methods. For example, you can apply for a Licaibao card for automatic repayment. When you swipe your card with a credit card, our wealth management treasure will automatically repay it on the last day of your credit card. You can earn points by using credit card overdraft consumption first, and earn interest on wealth management treasure here, without worrying about missing the final repayment period. Isn't this killing two birds with one stone? At the same time, we will send you a statement every month, so that you can clearly understand your consumption and keep abreast of your financial revenue and expenditure. "

To sum up, I personally feel that no matter what kind of customer, no matter how many credit cards he has, as long as he has not handled our CITIC credit card, he is our target customer. As long as we highlight the advantages of our CITIC credit card, grasp the latest trends of credit cards in commercial banks and guide them correctly, we may become the service targets of our CITIC credit card.

Fifth, improve after-sales maintenance, build the corporate image and good personal image of CITIC Industrial Bank, and learn from the lessons that the credit card outsourcing agent did not do after-sales in the early stage, which caused the corporate image to be damaged. As credit card marketers of CITIC, we have the responsibility to maintain the healthy development of the market, highlight our "service marketing", encourage customers to open cards for consumption, and let customers truly experience the process of credit card from rejection-approval-feeling-enjoyment. At the same time, we will take this opportunity to promote other financial products business of CITIC brand and promote the secondary development of our credit card business.

The above is a summary of my experience in these two months. At the same time, I also found some shortcomings in the marketing process, such as the lack of financial expertise. I think I will learn to contact other financial products of our bank while promoting credit cards in the next step, so as to better realize cross-marketing.