4 Tips for Targeted Customer Acquisition Marketing

Customer acquisition is the most expensive part of marketing, but no company can afford to abandon marketing for new customers. Acquisition marketing is essential, but brands must find a way to do it more effectively, and that starts with tighter, more data-driven targeting. 

Most marketing is blind. Brands put out messages and hope they are found by enough people who want to be customers that it justifies the spend. Even with targeted marketing, most campaigns are sent to broad audiences defined by a few key attributes, but not enough to eliminate the massive waste inherent in customer acquisition marketing.

Customer acquisition is the most expensive part of marketing. It can cost five times more than retention, and the costs keep rising. Still, no company can afford to abandon marketing for new customers. Even the best retention strategies bleed customers at an alarming rate; prospecting is the only way to offset that loss and grow.

Acquisition is essential, but brands must find a way to do it more effectively, and that starts with tighter, more data-driven targeting.

Data-Driven Acquisition Marketing

Customer modeling is the key to better targeting your prospecting. If you dig into your existing customers, you can identify commonalities and buying signals that allow you to direct marketing spend more effectively and reduce the overall cost to acquire new customers.

The hard part is knowing which attributes correlate most closely to the likelihood of a prospect becoming a customer.

Demographics Aren’t Enough

Demographics are a mainstay of target marketing, but in 2020 they’re not enough.

While demographics do have power in targeting your marketing, they don’t reflect buying signals in their own right. They can still be useful for targeting messaging and creative around more impactful modeling methods, but it’s important to look deeper.

Ideally, you want to build a target list around buying signals, then segment that by demographic information and target your creative to those segments. This means optimizing the creative and/or offer by doing things like matching people in the imagery to the demographics of that segment.

Demographics are also useful in building look-a-like audiences to target new customers based on the customers you already have. Even though demographic data does not directly indicate buying behavior, it can reveal insights when analyzed as part of the wider customer picture with data modeling tools.

4 Data Points for Better Customer Acquisition Marketing

With the above qualifiers in mind, which information actually does line up with more successful acquisition marketing? There are four key data points we like to use for omnichannel targeting.

1. Buying Behavior

When the goal is to understand what type of offer motivates what type of people to buy, purchasing behavior is one of the most important data points to consider.

When you identify that certain list segments respond to deep discounts, you can hold them out from general mailings and bring them back in when you have deep discounts to talk about.

When you can identify audiences with a propensity to buy around certain price points, build offers around those price points. If it’s above your product price, bundle a strong package deal that will lift response and increase your average order value. If your price is above the target, present it as an installment option with payments in the target zone.

This is exactly the kind of actionable information you can get from deep-dive data that is missing from demographic information. You’re not just targeting an age group, area, etc. You’re making a surgical strike at the behavior you want to influence.

2. Personal Life Triggers

Timing is everything. Once you’ve narrowed your target market by interest and buying signals, life triggers become a powerful way to spur new action.

Life triggers can be tied to events ranging from birthdays and graduations to buying a home, getting a new job, retirement, and other once-in-a-lifetime moments. By targeting marketing to a specific time in a prospect’s life when they are most likely to be interested in your offer, you stand a much better chance of making the conversion.

3. Shared Interests

One of the most important indicators of customer potential is evidence of interest in the product category or the industry it serves. While you may not be able to read prospect’s minds directly, there are many data points brands can use to pinpoint interest.

One way is to target audiences and lists built around interests that are relevant to your target customer, such as subscriber files for related media.

Perhaps a more exciting option: Social media provides new opportunities to leverage interest data points. Facebook, for example, allows you to build custom audiences including specific interests.

4. Searcher Intent

“Search data captured across e-commerce, pricing comparison, and product review sites are one of the strongest signals of intent and best sources for new customer acquisition,” says James Green, CEO of Magnetic, and he’s right. Harnessing this data in your customer models is one of the best ways to more tightly target your acquisition efforts and cut down on wasted prospecting spend.

This is why Google now uses searcher intent as the main factor in targeting its search algorithm. The intent is the most reliable indicator of what searchers actually want, and that makes it a powerful marketing tool.

In practice, this means identifying visitor paths, either on your website or across the web, and matching them with desired outcomes. What product pages are they looking at? Did they come from a related external website? Did you catch them on a specific search ad that is relevant to what they may want? All of this data can be used to build a better, more efficient plan for your acquisition marketing.

Don’t Be Afraid to Ask for Help

All these data points are important for optimizing your acquisition marketing, but they’re not necessarily easily accessible. When you’re trying to do advanced customer lift modeling that includes things like buyer intent seen through visits to other websites, it really helps to have data scientists on your side. These experts can isolate those variables and build them into a view of the audience you’re trying to target.

These are essential tactics that businesses are using now, and more businesses will use them in the future. Make sure you get ahead of the curve by digging into the data points today.

3 Marketing Tactics for Credit Unions to Win Over Millennials

Credit unions offer a better deal for Millennials than any other financial institution, but to win them over, your marketing must embody and convey those advantages.

Credit unions are doing worse with Millennials than any other generation, as this banking target market has flocked to fintech-driven mobile finance experiences that prioritize faceless convenience over the advantages of credit unions. But this disconnect is not the way it has to be.

Credit unions offer a better deal for Millennials than any other financial institution, but to win them over, your marketing must embody and convey those advantages.

The disconnect is a customer experience issue, but it’s not one that can be fixed by just improving customer service. You need to help these potential customers see what your brand represents throughout the lead generation process. If you amplify personalized direct mail with targeted digital marketing, you create an optichannel marketing experience that shows younger audiences you are both relevant to their world and able to deliver the individualized, convenient banking experience they’re looking for.

To attract digitally savvy, convenience-centric banking customers, credit unions must be able to deliver marketing that accomplishes three things at once:

  1. Convey a better customer experience
  2. Embrace technology and convenience
  3. Make a personal connection

1. Convey a Better Credit Union Customer Experience

This is the first taste these Millennials will have of your brand, so it’s important to show why it’s worth their time to bank with you. How does this marketing experience convey the things that will give them a great experience as customers? Is it relevant to what they’re interested in? Is it convenient? Is it personal?

Beyond the marketing experience, what aspects of the customer experience does it actually show? Does it showcase the mobile tools your credit union provides? Does it show how you make it easier for them to access funds and perform transactions? What other benefits do you offer? Do you integrate with their favorite fintech, like Venmo?

It’s the time to show why you’re the credit union that can help them live their active, technology-empowered lives and achieve their financial dreams. Make it clear why your institution is the financial hub Millennials should be choosing as the foundation to reach their goals.

2. Embrace Technology and Convenience

Mobile should not just feature in your customer experience, it must be an integral part of your marketing as well. Today brands can target individuals through data you already have about them or by building custom audiences on digital platforms. These ads must be targeted to social and mobile marketplaces, as well, to ensure that Millennials see your messaging where they live when they’re ready to engage with it.

Reaching out to your audience through mobile channels is only the beginning. The creative you send and the offers it presents must showcase mobile-enablement as well. These customers live on their phones, and you need to show them your credit union lives there, too.

3. Make a Personal Connection

Targeting and personalization go hand-in-hand. The data available today — both your first-party data and information vendors can provide — is a powerful tool for making marketing that connects. This goes beyond demographics. With the right data, you can target younger adults at times when they may be more open to changing banks or pursuing other financial products like car loans and mortgages.

Figure out what demographics and life events you want to engage with this campaign and design a direct mail campaign that addresses them and serves as your marketing catalyst. Then target that defined segment with complimentary marketing across the digital world.

Millennial Marketing Tech for Credit Unions

Credit unions have always marketed less than other financial institutions, especially through mass-market channels. Instead, the traditional credit union relied on word of mouth and brand reputation supported by local direct mail to build personal connections with its community customer base.

Those are all good tactics and credit unions should keep using them, but they aren’t enough. Today, a single direct mail campaign may be seen, but it’s too easily forgotten in the tide of advertising Millennials see all day. Not to mention, while Millennials have been shown to appreciate direct mail, this is not the demographic you want thinking that your brand is “old-school” — digital marketing and engagement channels are essential for getting and holding Millennials’ attention.

Just like your credit union isn’t their father’s financial institution, today’s optichannel marketing isn’t the direct marketing of 1990. With the data and tools available today, it’s possible to make a personal connection that sets your brand up for success with each customer you reach. Doing that in a way that embodies the customer experience your credit union provides is the key to winning Millennial bank accounts today.

Optichannel Marketing Campaigns Get an Additional Boost With Direct Mail

Not every brand has a big brand’s marketing resources. Here’s are two case studies in how optichannel marketing is being used at a more reasonable level of investment by real, medium-sized businesses to increase campaign effectiveness and bottom-line results.

Not too long ago, we looked at how some of the biggest companies in the world — including Disney and Neiman Marcus — use optichannel customer experience strategies to deliver great marketing ROI. Even among big brands, though, the customer experience magic of Disney may be out of reach. So let’s take a look at how optichannel marketing is being used at a more reasonable level of investment by real, medium-sized businesses to significantly increase campaign effectiveness and bottom-line results.

Response-Lift Modeling Finds New Campers and New Revenue for Summer Learning Initiative

The hard part of operating any business focused on school-age children is the built-in rate of attrition. Students grow up, graduate, and otherwise age out of your programs every year. It’s likely that at least 25% of your customers won’t be back the following year due to matriculation alone.

To refill those seats without breaking the bank, these institutions must focus marketing on lead generation and new customer acquisition — two of the most expensive goals in marketing. It’s challenging to do that and still find a way to market profitably.

One such program is Galileo Learning, which operates 75 children’s summer camps across parts of California and Chicago, Ill. Age limits on the program mean that large portions of the customer base graduate out every year.

Finding a way to replace those students quickly becomes prohibitive. Summer Erickson, head of marketing for Galileo Learning, saw that many direct mail strategies were becoming too expensive for the ROI. The answer she found was to combine a very effective mail piece with tight customer models built on the data of current customers.

“The customer modeling tool was a game-changer for us,” says Erickson. By using response-lift modeling to identify prospects on external lists who were highly likely to respond, Galileo was able to market much more efficiently. They used the savings to create better mail pieces that would also drive better-than-normal response, and the mailers were localized to each of their nine markets where Galileo operated camps.

The results, Erickson says, surpassed her most optimistic expectations. The campaign brought in 155 new campers and $66,000 in new revenue. And she expects even better success from a wider program launched later in the year.

Holiday Direct Mail Adds Optichannel Targeting, Gets 6X More Impressions, $200k-Plus in Donations

Sometimes you need to break out beyond a single channel to get the best results. Meals on Wheels (MOW) in the Diablo Region of California spurred $230,000 in new donations by doing exactly that with its holiday donor appeal campaign.

The campaign broke with MOW’s traditional strategy in two main ways:

  • They built three audience segments defined by demographics and customer look-a-like modeling.
  • MOW added targeted digital advertising to amplify its direct mail, which made sure the target audience saw 6X more campaign impressions that they would have in a mail-only strategy.

First, much like Galileo, MOW and its agency starting working from the donor database, using existing data from real donors to identify three list segments who would be most responsive to this campaign: current donors, lapsed donors and prospective donors. Although the names sound straightforward, the segments were developed by examining the demographic and engagement data of known donors across dozens of factors.

Each person on the list received a personalized donor appeal letter with infographics highlighting the benefits of donating to MOW and a coupon CTA to make a donation.

Overall, the campaign blanketed the audience with 75,000 pieces of direct mail alone. But that was just the beginning of the campaign.

In addition to those 75,000 mailpieces, MOW built email, social media, and online display advertising to amplify the direct mail message. Together, this added 467,542 additional marketing impressions for the campaign — more than a 600% increase in overall brand exposure, compared to a mail-only control group.

The results were impressive for MOW, even for a holiday appeal: $230,000 in donations, 43% new donors, and donors from the optichannel campaign averaged 169% more than donors in the control group who only received direct mail.

Great Customer Experience Starts With Your Marketing

How your brand engages prospects sets the tone for the entire customer relationship. Here are three things your marketing must do to show prospects that you understand how to treat them as customers.

How your brand engages prospects sets the tone for the entire customer relationship. In fact, the customer experience — especially before purchase — is influenced more by when, where, and how you talk to them than by your website’s or app’s UX polish (although, bad UX can certainly still ruin the experience).

Here are three things every brand must get right to lay the foundation for a great customer experience.

1. Customers Must Be Interested in What You’re Saying

How often do you see marketing that you’re just not interested in? Is that a good experience for you as a customer? Do you think it’s a good experience when your brand’s marketing has the same impact on its potential customers?

The ability to control where and to whom your message appears is the core of successful omnichannel marketing, but brands get it wrong all the time.

It starts with knowing your current customers. Knowing what your audience wants to see in your marketing is a function of how well you understand the data around your current customers and how you apply those insights to prospects. For example, building look-a-like models based on your current customers allows you to target demographic and behavioral features in prospect audiences that make them likely to be interested in your messaging.

Once you understand the data points that will allow you to target prospects, your marketing must be able to put those insights into action. That’s where your omnichannel marketing strategy comes into play. Each channel has its own, unique ways to target audiences, and you need to be able to use those channels to deliver your messages to just the people who want to see them.

On social media, for example, you can target people by interests, likes, and follows that match what you know current customers are interested in. Online display advertising can target website visitors based on browsing profiles. Search ads target based on the search terms you buy.

There are a thousand ways to get there, but targeting your omnichannel messages is essential. Once you see engagement and know that marketing is on-target, then you can expand the customer experience strategy to reach new target audiences based on broader profiles.

By talking to prospects about things you know they’re interested in, you’re showing them that you understand what they need and you’re not going to waste their time.

2. Customers Must Be Open to Engaging on That Platform

Many brands put their marketing in front of people wherever they can and whenever they can, and the result is a generation of people who tune out marketing as little more than background noise.

It’s this simple: If your ad annoys people, it’s not a good customer experience.

The secret to providing consumers a good marketing experience is to be there when it’s helpful and not be there when it’s annoying. If your marketing is annoying, prospects will just tune it out — but they won’t forget that you annoyed them.

Many TV and online ads fall into this trap, but there are times and places for good marketing to create positive brand experiences. Direct mail is one channel that customers interact with on their own terms. Direct mail marketing is there when customers want it, not when they don’t. Even online marketing, despite the annoying nature of so many digital ads, can create a great customer experience if you put the ads in the right places at the right time.

Paid search, again, is a good example of advertising that works hand-in-hand with its platform to provide a positive experience. There’s no better time to promote your solution than when someone is actively asking the question.

Good omnichannel marketing doesn’t just focus on where leads may be found, it focuses on where leads have been found and where they engage and convert with the kind of marketing you’re doing. By positioning your marketing in the channels where your prospects want to engage with that kind of content, you start a customer journey that can make customers fall in love with your business.

3. The Time Must Be Right to Have a Customer Experience

Timing is everything. All the demographic and interest-based targeting in the world won’t turn bad timing into a good customer experience.

The timing of your marketing is affected by several cycles, some of which are universal, like seasonality, while others are unique to each customer or to your brand. Great omnichannel brands identify these cycles and use them to deliver great experiences.

There are important points in individual customer lifecycles, such as identifying when a known prospect will be ready to buy or an existing customer will be ready to repurchase. When a brand recognizes those moments and acknowledges them with a positive message, that creates a good customer experience. These milestones matter to your customers, and so do birthdays and other important dates in their individual years.

This is where customer journey maps can come in handy. By sketching out the entire customer journey from initial consideration through repurchase and (hopefully) product evangelism, you better understand what customers are doing at each step of the way. This helps you identify which messages are needed at milestone points in the lifecycle as well as the kind of experiences that will help nudge people from being just customers to true brand evangelists.

In the end, all of this work isn’t just about making marketing that converts more, it’s about creating marketing that connects with your target audience on a personal level. If you get these three things right before the purchase, you lay the foundation for a great customer experience throughout the post-purchase journey.

Taking Omnichannel Marketing Outbound in 2020!

While a strong omnichannel customer experience is important, it’s equally important to incorporate omnichannel marketing into your lead generation strategy. Content optimization, customer modeling, and profiling through a strategic optichannel plan will produce a strong customer acquisition system.

Omnichannel marketing is an important piece of any brand’s customer experience (CX) strategy, but too often it stops there. While a strong omnichannel CX is important, it’s equally important to incorporate omnichannel marketing into your lead generation strategy. Content optimization, customer modeling, and profiling through a strategic optichannel plan will produce a strong customer acquisition system.

Here are three ways to use the power of omnichannel marketing to enhance your outbound marketing and generate leads, acquire customers, and lay the foundation for strong customer relationships.

1. Omnichannel Content Optimization

The biggest difference between omnichannel CX and omnichannel marketing is that the CX mostly happens on your owned channels, and it mostly engages existing customers and lower-funnel prospects deciding to become customers.

But how do you get those prospects into the pipeline in the first place? Traditional mass marketing? That’s not the right way to introduce prospects to a highly targeted, personalized, omnichannel experience. Maybe Disney can pull that off, but most brands need to put more effort into building a strong foundation for the customer experience.

That’s where omnichannel marketing comes in. We recently dove into how four brands deliver great omnichannel customer experiences by anticipating individual customer needs and removing obstacles that would have a negative impact on customer experience. In omnichannel marketing, you take that same approach to outbound marketing content. That can be as simple as offering a discount or as complex as creating videos to counter known buying objections.

Great omnichannel marketing comes from understanding what your target audience wants and needs, and providing content that addresses those drives. At a minimum, you must develop ad content tailored to the specific segments you’re targeting. Blasting the same offer to all of your audience models is not omnichannel marketing.

For prospects who are already pretty far down the funnel, target them with ad content that makes it easy to see that you offer the things they want and will make them easy to get.

Not all prospect segments are going to be that far down the funnel, though. You may be using omnichannel marketing to drive awareness and get top-of-funnel prospects to sign up as leads and receive your newsletter. Here, educational content can be highly effective. If they’re new to the market, promote blog content that answers common newbie questions. If they’re experienced — but not looking to buy yet — promote high-value content that makes an impression and encourages them to come to you for answers (technology companies like Cisco and HubSpot do a wonderful job of this).

Keep in mind that a targeted audience offers new opportunities to optimize content. For example,  Google affinity audiences allow advertisers to loosely target visitors of competing websites. For these kinds of campaigns, you can talk specifically about the kinds of things those websites cover.

2. Turn Customer Data From a Microscope Into a Telescope

Every brand has customer data, but even though that data lets marketers examine their customers in small — even microscopic — detail, most have a hard time using it to do much more than send birthday emails and make fairly shallow product recommendations.

In order to use your data for true outbound omnichannel marketing, you need to turn that data around so it can be your telescope instead of a microscope. You can do this by examining the data to extrapolate traits from your existing customers that also should appear on likely customers — i.e., look-a-like modeling.

The process is two-fold data science. First, you identify the segments you want to model in your customer data and look for data points they have in common. These traits may indicate someone is likely to become your customer, but it’s not a single-factor analysis. Each segment may have demographic, psychographic, and behavioral variables you can synthesize to create models that will help find other likely customers.

Then you use those models to target both online and offline marketing. For example, Facebook has long offered look-a-like targeting to its audience. Google offers similar options across its whole online and mobile ad network. You can also use these models to identify mailing lists that include the right kind of audiences and target them with relevant marketing.

Omnichannel marketing is not just for direct response, either. It is highly effective at getting the right content in front of your target audience on social media. You can use these models to target content promotion on social networks and make sure the right stories from your accounts wind up in the feeds of the right people on each network.

3. Make Omnichannel Marketing Optichannel

As mentioned, omnichannel marketing takes everything you do to build your omnichannel customer experience and applies it to lead generation and customer acquisition. You can take this further to an optichannel strategy by constricting your outreach to just the channels where each customer prefers to engage with marketing. That may sound counterintuitive as part of an omnichannel strategy, but consumers and business audiences are both showing fatigue with being hounded by ads from every brand on every channel. There are benefits to actually limiting the channels you use for specific customers by selecting ones that can be effectively optimized.

If you can identify the preferred channel of a specific audience segment — or, ideally, individual prospects — and create a great experience for them on that channel, you stand a much better chance of laying the foundation for a great omnichannel customer relationship.

Omnichannel CX has been a breakthrough for many brands. Done well, the techniques it uses can provide your customers with the kind of experiences that keep them coming back — it’s like customer relationship magic. But if you can’t take those principles and apply them to your outbound marketing as well, you’re doing a disservice to brand growth. Use these tips to turn your CX strategy around and leverage the power of true omnichannel marketing.

The Secrets Behind 3 Great Optichannel Experiences

How can any business build a positive brand relationship with its consumers? The only way to do that in 2020 is to create awesome optichannel customer experiences. People don’t remember your marketing; they remember how it feels to do business with you.

In 2020, every consumer will be interacting with marketing content across a thousand channels all the time — by some estimates, they already see as many as 5,000 ads each day. It’s a cacophony of impersonal, untargeted media that barely makes an impact. But if everyone is bombarded by marketing media constantly, how can any business build a positive brand relationship with its consumers? The only way to do that in 2020 is to create awesome optichannel customer experiences. People don’t remember your marketing; they remember how it feels to do business with you. And the optichannel experience is what leaves them with a positive or negative feeling.

Here are three companies that have made a science of optichannel customer experiences, and what your brand can learn from them.

Leverage Identity Like Neiman Marcus

Customer identity crosses into the retail-online threshold, but not enough brands use it to improve the customer experience. Neiman Marcus does.

It starts as soon as customers enter the store. Interactive directories and “Memory Mirror” smart monitors allow them to have a digitally enhanced fitting room experience. Meanwhile, the retailer’s app enables users to take pictures of outfits in the real world and then use augmented reality to match them with similar looks from its catalog. This comes together to create an award-winning omnichannel retail experience that empowers consumers and removes barriers along the buying journey.

Neiman Marcus also leverages that information to personalize the e-commerce, email and direct mail experience of every customer. “Identity is the core of personalization,” says VP of Customer Insight and Analytics Jeff Rosenfield, “and if you don’t get it right, you’re not talking to the entirety of that customer.”

The retailer put these ideas into practice with several CX features. For example, when you search for specific sizes on the Neiman Marcus website, your visits will start using those sizes by default. Email and printed direct mail pieces then feature items you looked at, and sales offers are tied to your user data.

What Makes Neiman Marcus’s Optichannel Strategy Successful

Identifying visitors and targeting them with optichannel marketing across social networks, online ads, direct mail, and email is within every business’s reach. You just need to dive into the data to make it happen.

The first step is to resolve customer identity. Ideally, you should have a way for them to log-in to the website and a good incentive for them to stay logged in. Loyalty programs and member discounts are great ways to do this. The insights you glean from logged-in user sessions should be collected and used to optimize your overarching strategy as well as that individual’s user experience.

Cookies and user session data will allow you to note where they went and what they did on your website. Even in a retail store, you can still note what customers bought or what they asked your salespeople about and add it to a customer profile. When that customer interacted with your brand, what did they do? Did they focus on one product category? One set of sizes? Are they moved by certain discounts or occasions?

Identifying these kinds of user behaviors and supplementing them with demographic data creates a predictive-marketing tool you can use to improve your campaigns. Follow-up emails can feature products in their favorite categories and discounts on the things they looked at most. Instead of sending the same mail piece to every address on your file, you can use customer segmentation based on demographics and behavior to create targeted mailings for each segment that specifically leverage their buying factors.

These tactics are viable in industries with more complex sales cycles than retail, too.

Bring the Magic to Life Like Disney World

Walt Disney World gives its customers the automated equivalent of white-glove concierge service across every touchpoint of the optichannel journey. Families move from booking on a mobile-responsive website to planning trip details on the My Disney Experience app to a next-generation resort stay powered by “magic band” technology. The magic bands use NFC tech to act as tickets, wallets, line-cut free passes and more.

Each step is personal and empowering. Disney recognizes its customers from the first touch to the last and uses everything it knows to deliver an ultra-convenient vacation experience. The resort truly creates optichannel magic by empowering its customers across every channel.

What Makes Disney World’s Optichannel Strategy Successful

You may not be able to give every customer a piece of technology as cool as magic bands, but you can connect the dots of their activities across channels and use the data to deliver white-glove concierge experiences of your own.

Try to remove as much frustration from the buyer’s journey as possible. Whether a “visit” happens on a website, phone or face-to-face, try to capture where they came from and what they did. Use that data to identify what they want and to make every future experience with your brand easier and more magical.

What that looks like will vary by brand, but the key is to understand the customer journey and smooth out the steps that cause friction. Is it hard for customers to find items they looked at previously? Try to bring them back up if they revisit the site, or perhaps promote them via targeted web and social media ads. Can you position follow-up emails so they speak to the products they looked at and remove buying obstacles? Can you identify special offers based on user behavior that will make it easier for them to say yes? Are there come customer behaviors that indicate a sales phone call would be welcome?

Make Local Personal Like MB Financial

There are more than 430,000 small businesses in Chicago, where MB Financial had 86 local branches. However, MB was not connecting with any of those businesses. To these prospects, the bank was just another old, faceless institution. So it set out to put the real managers from those branches on its  “MB Is Me” optichannel campaign to create personal connections and generate leads.

The campaign ran print, radio and digital media ads throughout the area featuring four messages: MB Financial delivers the personal attention you want, the banking services you need, business advice you can use, and business connections you wouldn’t expect.

Those ads set the stage, but the real conversion piece was a localized direct mail campaign that featured the local branch managers talking directly to the small business owners they served. Using customer propensity models — like response lift modeling — the bank identified 30,000 small businesses that were likely prospects and sent postcards to each of those businesses from the manager of the closest branch.

The postcards were versioned for each branch’s business area. They featured professional photos of the branch manager, a personal message, and an invitation to call their direct phone numbers. There was also an offer to get up to $550 in bonus cash for opening an account and/or line of credit.

The optichannel campaign built trust in MB Financial’s commitment to small business banking needs, and the direct mail piece converted a 205% increase in sales leads.

What Makes MB Financial’s Optichannel Strategy Successful

This is the only campaign we’ve discussed that specifically focuses on lead generation and customer acquisition, but it shows the power of optichannel experiences in generating qualified leads.

By extending optichannel strategies to outbound marketing, MB Financial created personal connections in a faceless marketing environment. Customer modeling, personalized creative and strategic channel execution all work together to form your next customer’s impressions.

Every prospect experiences your brand as an optichannel phenomenon. The campaigns they see shape the reaction they will have to your direct marketing.

MB Financial tied those pieces together. It didn’t need to be personalized to the individual level, just versioned so every prospect business was able to personally connect with and recognize their local branch managers.

From public messaging to targeted engagement to a personal experience: That’s how optichannel marketing continues to change the game.