SOCIALIZING ACTS• Presentation of the product: international financial world fair (Paris)• Cocktail in Barcelona• Dinner with most popular establishments• Others fairs:Luxembourg fair, Londinnovative, Madrid por la inovación, BerlinF.P and Austria’s international fair. SPONSORS: Apple + the 10th Annual Pan-European Retail Banking Conference (London)
MARKETING PLAN Marketing mix Product Place - Europe - Direct distribution - Intensive distributions strategy Price Promotion- Establishments 30€/year + - 500 first commissions establishments: 3- Minimum 4.000€ years free - Direct sales
AD CAMPAIGNCreative agency Media agency Presentation of the ad, logo and its catchy slogan
CREATIVE AGENCYo Innovative products/useful methods fingercard showing symbols how it is used?
MEDIA AGENCY• CD and pen drive.• Target market from 18 years on.• Most attractive channels: Spain: telecinco (14%), tv3 (15% in Catalonia), antena 3 (13%). France: La cinq (13%), Paris Premerie (12%) and Planete+ (10%) Italy: Rai 1 (21%), Canale 5 (19%) and Rai 3 (9%). England: BBC (25%), ITV (10%) and Channel 4 (9%). Luxembourg: RTL group (15%), Pal (11%) and Secam (8%). Switzerland: TSR (14%) and Sat1 (13%). Deutch: RTL 5 (19%) and Nederland 2 (11%). Austria: ORF 1 (12%) and 3 sat (10%). Poland: Polsat (23%) and Tele 5 (12%). Portugal: RTP 1 (17%) and SIC (15%). Norway: TVNorge (18%) and NRK3 (14%). Finland: Nelonen Perhe (22%) and YLE (15%). Sweden: SVT 1 (16%) and TV4 (9%).
MEDIA AGENCYInnobank radio ad Internet ad- 8 seconds - 24 seconds- 120€/ad - 0.25€/clickFingercard radio ad TV ad- 36 seconds - During midday news- 400€/ad - 10.000€/ad Press ad- 7.000€/ad working days- 8.000€/ad weekend editions Total profits: 4.500.000.000€ Invested in ad campaign: 900.000.000€
AIDA MODELIn order to catch the public’s attention...3 situations: • a pickpocket thefting somebodys wallet with money and credit cards • a girl losing the notes • a girl losing her credit cards while opening her wallet.o Showing the advantages of the FingerCard“do not let it happen to you”, “avoid it!” and “forget it!”.o The ad causes a desire of commodity“only your finger to pay”.o Catchy slogan + Innobank and FingerCards logo. “Innobank, keep your money IN”