Mortgages B2C B2B Direct Marketing Digital Marketing

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Direct and digital membership marketing initiatives for mortgages. Australia. B2C and B2B financial services acquisition and retention marketing programmes utilising an integrated approach to direct marketing, workplace marketing, member marketing, direct response advertising, call centre, online, and email. ATL and BTL campaigns

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Mortgages B2C B2B Direct Marketing Digital Marketing

  1. 1. B2c & b2b Direct Marketing & digital marketing initiatives mortgages<br />Rob Dawson<br />LinkedIn: linkedin.com/in/robdawsonmarketing<br />
  2. 2. Self-employed “Better Alternative” Campaign<br />Acquisition<br />B2B self-mailer with iPod promotion . Mailed to mortgage brokers to encourage discovery of the full suite of Bluestone’s benefits<br />Waxed “scratchie” style reveal<br />
  3. 3. Self-employed “Better Alternative” Campaign<br />Acquisition<br />Series of B2B emails – original, reminder, and announcement of winners versions<br />
  4. 4. Self-employed “Better Alternative” Campaign<br />Acquisition<br />B2B advertising – Industry Publications<br />
  5. 5. Self-employed “Better Alternative” Campaign<br />Acquisition<br />Elements of the B2B reveal strategy – higher frequency smaller ads<br />
  6. 6. Self-employed “Better Alternative” Campaign<br />Acquisition<br />One of a range of animated gif banners (animated in PowerPoint slide show format)<br />B2B industry magazines – belly wrap<br />
  7. 7. Self-employed “Better Alternative” Campaign<br />Acquisition<br />B2B brochure cover<br />Detailed competitive analysis, demonstrating Bluestone’s advantages for the self-employed customer<br />
  8. 8. “ATO Tax Debts” Campaign<br />Acquisition<br />Bluestone lending criteria could assist the self-employed, a fact not known by all brokers<br />
  9. 9. “ATO Tax Debts” Campaign<br />Acquisition<br />Google page1 ranking for organic search and Adwords on “tax debts” keywords<br />Segmented lead generation for “tax debts”, “equity take out”, “self employed” and “debt consolidation”<br />Dedicated landing page matched to Google “tax debts” keyword campaign (one of a series of keyword + landing page lead generation campaigns)<br />
  10. 10. Accountants / Brokers - Networking Strategy<br />Acquisition<br />Extracts from an online marketing kit encouraging brokers to network with accountants to assist self-employed prospects<br />
  11. 11. Accountants / Brokers - Networking Strategy<br />Variable templates for customised email, flyer and postcard, available from the Bluestone secure site. Provision for brokers to add logo and contact details <br />
  12. 12. Accountants / Brokers - Networking Strategy<br />Example of postcard template for brokers to conduct their B2B promotion to accountants. No Bluestone branding to conflict with the broker campaign<br />
  13. 13. Broker POS Collateral<br />A range of instore display material for shopfront mortgage brokers, available for brokers to order online “behind the password”<br />
  14. 14. Online – Indicative Approval Calculator<br />
  15. 15. Contact Details<br />dawson_rob@hotmail.com<br />linkedin.com/in/robdawsonmarketing<br />Tweet these slides<br />B2C B2B Direct Marketing and Digital Marketing - Mortgages<br />

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