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Session Description:
The
development of successful marketing
strategies and tactics, and the accurate
measurement of brand performance in the
market, depends in large part on
understanding the differences and
similarities between ‘revolving’ and
‘transacting’ credit card owners. A ‘low
interest rate’ message platform
delivered to a rewards-driven transactor
can miss the mark as much as a
‘rewards-based’ message targeted to
those who need to use cards as a
consumer lending vehicle. The assessment
of market performance, including
tracking measures of satisfaction and
loyalty, can be significantly influenced
by the underlying dynamics that
distinguish revolvers from transactors.
This presentation from Phoenix Marketing
International will provide current (and
historical) data to help describe key
differences and similarities between
‘revolvers’ and ‘transactors’.
The presentation will cover such areas
as:
-
incidence of revolving/transacting
behavior over time
-
average monthly spending and
balances among the two groups
-
demographic profiling
-
ownership and usage of rewards cards
-
most widely owned card brands
-
card brands most commonly selected
as primary cards
-
key reasons driving primary card
selection
-
satisfaction rates
Phoenix
Marketing International conducts a
continuous online survey among
general-purpose cardholders throughout
the year. The survey tracks the
performance – from the cardholder
perspective – of over 50 card issuers
and 150 specific card brands. The latest
12-month period available for analysis
is Q3 2006 through Q2 2007 – with over
26,000 cardholder interviews completed
during this period. Over the past
several years, a total of 107,000
cardholder interviews have been
completed.
This program is appropriate for senior
financial executives with responsibility
for Credit Card Marketing, Channel
Marketing Product Development, Market
Research and Strategy Teams.
About Greg Weed:
Greg Weed is the Director of
Card Performance Research at Phoenix
Marketing International. He has over 20
of experience as a professional writer,
researcher, analyst and
marketing/advertising consultant.
Prior to joining Phoenix, Greg was a
Vice President at PSI Global/NFO
WorldGroup responsible for card research
and consulting efforts. Greg also has 12
years of experience as an advertising
agency executive, serving as a Senior
Vice President for Young & Rubicam where
he was responsible for developing and
introducing new consumer products. Greg
is a Phi Beta Kappa graduate of Williams
College.
About Phoenix Marketing International:
Phoenix Marketing International is
not your traditional research firm.
It is comprised of marketing
performance experts. At Phoenix, we
start with the marketing problem or
opportunity and use research to
inform the strategy.
Each and every one of us is an
entrepreneur; each practice is led
by business owners who know what it
takes to succeed in the marketplace.
As a result, we are one of the
fastest growing marketing research
firms in the US.
What makes us stand out from the
crowd is that we are challengers: we
don’t see the world, or your
business, in the traditional way.
And we are consumer-driven: we
continuously push the boundaries of
business practices by focusing on
the changing needs of consumers.
But most of all, we are bottom-line
focused: we maximize the return on
your marketing investment by linking
marketing measures to brand and
financial performance
And we are nearby, with offices in
10 states.
www.phoenixmi.com
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