Consumer Cards Marketing Strategies Getting the most out of your existing consumer card **Delegates from Singapore companies can now pay as products low as 1/3 of the course fees under the Productivity 8th - 9th November 2012 and Innovation Credit (PIC) Scheme!!** Please refer to Grand Millennium Sukhumvit, Bangkok, Thailand terms and conditions below. Accomplishments Bank Area of work Result Course Facilitators: Banks in Asia Commercial card • Maximising Issuer Proﬁtability Paciﬁc Region strategies for SME • Providing a more appropriate & suitable customers currently card product to bank’s SME customer holding consumer • Improved customer identiﬁcation and cards segmentation • Improved understanding of credit / risk exposure to card customers MasterCard Developing the • Growth and performance surpassed Peter Gordon Reseller Program expectations over a number of years Principal for Corporate Peter Gordon Consulting Payment Solutions Focus topic: Strategies to Maximise Card Portfolio Performance & By the end of this workshop, delegates will: Revenues GAIN understanding of various strategies for credit card marketing UTILIZE all available distribution networks UNDERSTAND the importance of securing activation at early stages of new card acquisition INCREASE card’s share of wallet PROMOTE the use of electronic transactions SECURE longstanding and proﬁtable relationship with card members IDENTIFY the best media channel for target customer groups LEVERAGE on existing consumer card portfolio to develop new commercial card customersProductivity and Innovation Credit (PIC) KNOW card system and functionalities to better promote card productsScheme• All businesses in Singapore can enjoy up to 400% UNI training courses are thoroughly researched and carefully structured to provide practical and exclusive tax deduction for external trainings* provided by training applicable to your organisation. UNI Strategic Pte Ltd for up to a total of $ 800,000 Beneﬁts include: (for year 2011 and 2012 combined) and after • Thorough and customised programmes to address current market concerns which 100% deduction for the balance expenditure • Illustrations of real life case studies exceeding the cap of $800,000. You can enjoy up • Comprehensive course documentation to 68% of tax savings from attending our trainings • Strictly limited numbers which means you only need to pay 1/3 of the course fees Proudly Organised by:• Alternatively, businesses can opt for a non-taxable cash payout option of 30% of up to $200,000 (year 2011 and 2012 combined) meaning up to a maximum of $60,000 * This includes both trainings in Singapore and overseas * Both local and foreign employees are eligible * Course fees only
Workshop Overview DAY 1 | 8th November 2012Cards have been used as widely accepted electronic paymentmethod that has a large consumer base. Whether it is a credit or GAIN NEW INSIGHTS ON DIFFERENT CUSTOMERdebit card, there is no denying the convenience of not carrying ACQUISITION STRATEGIESlarge amounts of cash to the consumers. However, for the card Acquiring good quality accounts within the banked baseissuers the consumers using the cards represent a large part of Fully leveraging the distribution networks availabletheir customer base. As a testament to this fact, the issuers are Branchesactively pursuing new card members. Direct sales teams 3rd partiesMarketing has always been creating something of value and Above-the-line and below-the-line marketing strategiescommunicating its worth to potential customers. When it comes and campaignsto consumer cards, there is also the need to keep the existing Using other bank product information to cross sell cardscard members interested and encourage utilization of the card. Product enhancementsTherefore, the card issuer will employ various strategies to retain the Rewardscard member’s interest and continue using the credit card besides Merchant discounts programspromoting their other card products to gain more card members. Value of ﬂexible customised card designsThese strategies will be addressed to identify the aspects which Product packaging strategiescan be used as leverage in order to grow the existing portfolio in Sales collaterals and customer brochures, forms andthis highly interactive workshop. documentation, including printed materialsWHO SHOULD ATTEND customer online materials online application processesThis course is addressed to Credit Card Executives of ﬁnancial intranet materials and information for sales & channel staffinstitutions from the following department / with the following The value of creating a “sales champion” culturedesignation: GETTING A HEAD START WITH THE NEW CARD Marketing / Branding Importance of securing card activation at the very early Reward & Loyalty stages of new card acquisition Acquisitions, Cards Business Leveraging 3rd party programs eg Insurance Companies Product Owners / Portfolio Management where monthly premiums are charged to card account Importance of data management strategies in being able to Product Development rank customers by Spend volumeWHY YOU CANNOT MISS THIS EVENT Domestic spend vs International spend Transaction volumeThis 2 day workshop on cards marketing will be covering the various Net Revenuestrategies employed by cards issuers in cards marketing. Utilizing Expanding card usage to new spend categoriesdata on consumer spending habits and having a wide variety ofmedia channels allows for more efﬁcient marketing methods, and it INCREASING SHARE OF WALLET & ENCOURAGING CARDopens up new opportunities to develop better products and perform USEcross selling. Increasing share of wallet / purse – obtaining customer’s “top of wallet / purse” positionFacilitated by a highly experienced payment solution professional, Securing satisfactory results on key performance indicatorsthis engaging and thorough workshop is something not to be such as spend per card/annum, domestic vs overseas,missed. lifestyle spending vs aspiration spend Displacing cash and cheque Programme Schedule Regular usage promotions including merchant discounts eg dinning awards (Day 1 - Day 2) 08:30 Registration KEEPING CARDMEMBERS LOYAL 09:00 Morning Session Begins Strategies in securing longstanding and proﬁtable customer 10:40 - 11:00 Refreshments & Networking Break relationships and minimising attrition 12:45 Luncheon Are you losing the highly valued customers, whilst retaining 14:00 Afternoon Session begins the less valued customers? 15:30 - 15:50 Refreshments & Networking Break Review how customer service call centre team can help 17:00 Course Ends avoid unwanted customer attrition The value in customer surveys post attrition Review the customer data management strategies that can provide customer intelligence and allow appropriatePRE-COURSE QUESTIONNAIRE decisionsTo ensure that you gain maximum value from this course, a detailedquestionnaire will be forwarded to you upon registration to establishyour exact training needs and issues of concern. Your completed In-House Trainingquestionnaire will be analysed by the course trainer prior to the event Cost effective In-house courses, tailored speciﬁcally to yourand addressed during the event whenever possible. You will receive organisation’s needs, can be arranged at your preferred location anda comprehensive set of course documentation to enable you to time. If you would like to discuss further, please contact our In-housedigest the subject matter in your own time. division at firstname.lastname@example.org.
DAY 2 | 9th November 2012 ABOUT YOUR COURSE FACILITATOR Peter Gordon is a commercial payments / cards and credit cardEXPLORE DIFFERENT METHODS FOR PRODUCT industry veteran having specialized in commercial paymentSTRATEGIES AND MAINTAINING CARD RELEVANCE solutions since 1992, though Peter began his long credit, charge, debit and prepaid card industry journey in 1979. Product lifecycle strategies identifying customers that have moved into elevated Prior to establishing Peter Gordon Consulting, Peter managed status and are ripe for product upgrade MasterCard’s commercial payments business in Asia Paciﬁc, strategies to keep products ‘fresh’. Re-packaging Middle East and Africa. strategies, re-branding strategies and relaunching existing products Peter has a wealth of knowledge across all commercial card and value of card design in product lifecycles business segments Product simpliﬁcation strategies Micro Small Business how a complex or unclear product range could be confusing customers and most critically your sales channel staff Small Business Customer Lifecycle strategies Mid Market Understanding customers’ needs as they move through Corporate Large Market their own life’s journey Multinational Wealth segment strategies Public Sector – local, state to federal government sectors how to best leverage your VIP customer segment and ensuring you have clear focus During his time at MasterCard (May ’00 to Dec ‘08), Peter Includes customer identiﬁcation strategies revolutionalized the sales and marketing strategies with MasterCard Commercial Payment Solutions. Peter’s success was recognizedGET PRACTICAL APPROACHES ON REACHING OUT TO by being awarded MasterCard’s highest recognition – Global SalesTHE MASSES Champion and Asia Paciﬁc Regional Sales Champion (2004). This early success continued where Peter was Runner-up Sales Customer communication strategies Champion Asia Paciﬁc in 2007. What are the best communication channels in the modern world of multi and social media Also during this tenure, Peter assisted over 50 banks to implement The value or otherwise of statement messaging and innovative commercial payment solutions, across multiple business inserts segments. Home Banking web site Internet site ensuring messaging is regularly monitored Prior to MasterCard, Peter worked in the Australian Credit Card and updated Industry - Commercial Bank of Australia, Westpac Banking Value of a customer “Inquiries” screen on website Corporation and Commonwealth Bank of Australia. Peter managed Branches & Network the P&L, sales and product management of the commercial cards How to best leverage the branch footprint in product business at Commonwealth Bank. awareness, promotions Direct and indirect communication strategies Before specialising in commercial payments, Peter’s experiences Use of 3rd party channels and cross and expertise included product management consumer card Internal communications with sales network portfolio above (in Australia) for standard, premium, afﬁnity and private label card programs. His responsibilities includes businessSTRATEGIES TO MAXIMISE CARD PORTFOLIO metrics ie P&L, revenue, costs, customer segmentation strategiesPERFORMANCE & REVENUES – specialised & greater targeted marketing, product innovation, Performance and customer segmentation management, brand marketing, customer acquisition, usage and retention as well through metric reporting and dashboards as channel sales. Notable highlights include creation of numerous Alternative customer segmentation strategies customer acquisitions, usage, activation and retention marketing Maximising business performance and proﬁtability campaigns (at one stage, Westpac was the leading issuer of direct Increase revenues through customer segmentation eg mail in Australia). separating business users from consumer card portfolios Value of regular product and performance health checks Peter was on the project team which launched the world’s ﬁrst Market benchmarking, research and mystery shopping Government procurement card program – Australian Government Creating effective sales teams – in 1985. And in 1996, Peter launched the world’s ﬁrst one-card Optimizing customer service and account management solution. strategies plus leading service level standards The value of continual 360° internal and external reviews Clients that have beneﬁted from Peter’s Expertise Product, Customer Service, Collections & Risk and Card UOB Westpac Systems teams DBS Commercial Bank of Dubai Standard Chartered Bank Emirates NDBLEVERAGING CARD SYSTEMS Citibank HSBC Knowing card system functionality and capabilities Taipei Fubon Bank Mashreq Bank Using potential hidden, forgotten or unknown card China Merchants Bank KEB system functionalities that could ensure customer value Guangdong Development Kookmin Bank proposition Bank GE Capital Ensuring that product team have strong input into new card Agricultural Bank of China Mitsubishi UFJ system functionalities and enhancements that could bring Bank of China Mizuho Bank value to customer and products Commonwealth Bank Hitachi Credit Japan The value of regular product planning sessions with Card Systems experts
Consumer Cards Marketing Strategies Sales Contract Venue and DatePlease complete this form immediately and fax back to Grand Millennium Sukhumvit, Bangkok, Thailand Alex (SOC): (65) 6825 9580 Workshop 8th - 9th November 2012 DELEGATES’ DETAILS Workshop FeeName:______________________________________________ SGD 3,195 per delegatePosition: ____________________________________________ SGD 2,995 per delegate if 2 or more delegates sign up Fee inclusive of course documentation, luncheons, refreshments andEmail: ______________________________________________ 15% services charge. The above amount payable is net withholding taxes or any other taxes,Name: _____________________________________________ if any.Position: ____________________________________________ Registration and EnquiriesEmail: ______________________________________________ UNI Strategic Pte LtdName: _____________________________________________ 20 Science Park Road, #01-26/30, TeleTech Park,Position: ____________________________________________ Singapore Science Park II, Singapore 117674Email: ______________________________________________ Contact Alex Song (SOC) *Company Details Direct Line: (65) 6825 9561 General Line: (65) 6825 9579Organisation: ________________________________________ General Fax: (65) 6825 9580 Email: email@example.comAddress: ____________________________________________ Payment Method___________________________________________________ Credit Card:___________________________________________________ Please debit my VISA MASTERCARDTown:____________State:___________Postcode:___________ Card Holder’s Name:_________________________________Tel: ( )__________________ Fax: ( ) __________________ Card Number:Nature of Business: ___________________________________ - - -Company Size: ______________________________________ Security Code: *Finance Department Contact Details Signature: _________________________Expiry Date: _____/_____Name: _____________________________________________ mth yearPosition: ____________________________________________ Hotel AccommodationEmail: ______________________________________________ Accommodation is not included in the training fee. To makeContact Number: _____________________________________ a reservation for accommodation at the training venue at our corporate rate, please contact the respective hotel. *AuthorisationSignatory must be authorised to sign on behalf of contracting Grand Millennium Sukhumvit, Bangkok, Thailandorganisation. 30 Sukhumvit 21 (Asoke) Road, Bangkok 10110 T: 662 204 4000 | F: 662 204 4199Name: _____________________________________________ E: firstname.lastname@example.org W: www.grandmillenniumskv.comPosition: ____________________________________________ Contact: Ora-orn Chimkleeb (Catering Sales Manager)Signature: _______________________Date:_____ /_____/____ D 66 2 2044035 | F 66 2 2044188This sales contract is invalid without signature & company stamp*Mandatory ﬁeld Event Code: SGT 1391Cancellations/SubstitutionsIf you are unable to attend, a substitute delegate is always welcome at no additional charge. All bookings carry a 50% liability immediately after a fully completed sales contract has been received by the UNI ofﬁce. Pleasenote that a written notice of the cancellation must be received via mail or fax 3 weeks prior to the event date in order to obtain the balance of the event fee as a credit to be applied against another UNI conference, summit ortraining course. All fees are inclusive of an 15% service charge, which is completely non-refundable and non-creditable. Cancellation of any event with less than 3 weeks notice prior to the event date carry a 100% liability,however the delegate will still be entitled to a complete set of course documentation. Payment must be made within 5 working days upon registration and in agreement, UNI will not be able to mitigate its losses for less than50% of the contract value in case of dispute with the client or cancellation of this contract by any one party. UNI reserves the right to cancel or make any other changes to the content and timing of the events or speakers forreasons beyond its control. If for any reason UNI decide to amend these conferences, summits or training courses, UNI is not responsible for covering airfare, hotel or other costs incurred by registrants. In the event that UNIcancel the event, UNI reserves the right to transfer this booking to another event or to provide a credit of an equivalent amount to another event to be held within the following twelve months.INDEMNITY: Should for any reason outside the control of UNI, the venue or speakers change, or the event be cancelled due to an act of terrorism, extreme weather conditions or industrial action, UNI shall endeavour toreschedule but the client hereby indemniﬁes and holds UNI harmless from and against any and all costs, damages and expenses, including attorney fees, which are incurred by the client. The construction, validity and per-formance of this Agreement shall be governed in all respects by the laws of Singapore to the exclusive jurisdiction of whose Courts the Parties hereby agree to summit.