FONDATION MARKETING – MARKETING STICHTING – May, 7
50 RECOMMENDATION FOR A BETTER
APPROACH OF THE ENTERPRISE MARKET
How to Triple your growth?

About Keytrade Bank
Founded in 1997 as the first 100% online bank in Belgium
Today, subsidiary of Groupe Crédit Agricole
Present in Belgium, Luxemburg and Switzerland
90.000 clients on the Belgian market
1 Billion in cash deposits + 2 Billion in customers’ assets
Aggressive growth !

Revolution as a source of Growth! : 4 cases
1. « Castro »: Differentiate your offer
through Radio
2. « MGM » :Your customer is your
ambassador
3. « Humo » : first-time-ever used channel
4. « e-learning » : Finance is fun!

Case1. Castro or the Revolution in
Banking Servicing!
Thank you!

Internet Banking .3 questions on servicing
« Substitute » versus « add-on » ?
Do I still need to go to the branch?
Is my money really agile ?

Positionning
4 services 1 Positionning
Large
Discount Client Tools
Offer
Price support
Keytrade Bank
Optimises the return of your
financial assets

« Optimising » means .
Low transaction Cost
Diversification through Large choice of
assets
Instruments to cover your positions

Low transaction Cost or get even paid for every transaction!

A coherent approach

Case 2: MEMBER GET MEMBER
Thank you!

Rationale for MGM (Members Get Members)
Starting point : a very high customer
satisfaction (according to a competitor’s
study)
Your customer is your best ambassador
Prospects’ profile = customers’ profile =
friends of your customers
MGM = a catalyst

How it worked?
Activation of Keytrade Bank customers
through 2 channels:
* Banner in your private account
on KeytradeBank.com
* E-mail sent to Keytrade Bank
customers database
All the trafic was driven to a micro-
website where you could send a
message to your friends

P.R. 2.0 approach
Press release on early results
Generated media coverage (La Dernière
Heure, De Morgen) + Buzz
The volume of search on “Keytrade
Bank” also increased on Google
The “word of mouth” also included
Google Adwords purchases from
Keytrade Bank customers searching for
people to sponsor

Results MGM v1
2.258 customers invited 9.157 friends
1.715 new customers acquired by
Keytrade Bank
= conversion rate of 18,6%
= + 243% above initial expectations !
Only 6% of them \"took the money and
run\"
Total acquisition cost of each new
customer : 54 euro

Case 3: HUMO
Thank you!

Latest Campaign: Keytrade + Humo

Case 4:
E-learning
Thank you!

Starting Point: Lack of financial education ..

Video Cast: Objectives
Educate! Educate! Educate!
Video=substitute to physical presence
Made ‘in house’ = Credibility
Multiple channel: Web but also ipod,
phone, any device!

Already 5 subjects availabe
Who is Keytrade Bank?
How to place a trade?
Which Stock Markets?

Video Cast: Results
Numerous downloads
Voted most innovative initiative on itunes
(with HBS)

The next 5 subjects
What is a CFD?
What is Technical Analysis?
Funds?

Impact : Growth and market Share
Thank you!

New Clients

General Conclusion: in 2008 .
Keytrade Bank’s Growth Rate more than
tripled
Our Marketing plan can be seen as a stock
portfolio
Internet Banking in general is definitely a
credible alternative in crisis time
New ways of doing business have rapid
adoption rate

General Conclusion: in 2009 .
Expect Volatility on financial markets and
within the industry!
Clients will “shop” more than ever but
without destroying relationship
Regulation will impose new ways to
structure business and activities, if not, the
client will .