Online Competitions

Competitions as a Marketing Tool

Quite Simply we know competition sites increase response rates by 16 TIMES….

• Create brand ambassadors• New acquisitions• Customer loyalty• Affinity of one• User generated content• Drive traffic to your website• Create cross-selling opportunities• Increase usage• Better ROI

Competition Case StudiesKBC:• In 4 months KBC issued 120,000

personalized debit cards, of which 1/5, or 20,000, were new accounts - that’s 1.2% of the country’s population!

• The youngest KBC cardholder was 10 years old, the oldest 94

ING:

• 180,000 card applications in the first 2 months

• A 10,000 email shot generated 12,000 applications in the first week and 42,000 in the first two weeks (in total 100,000 applications).

Competitions: For Consideration

• Who can participate?Current cardholders, the general public…

• How will winners be chosen? A judging panel, an expert, their peers…

• What criteria will be used for choosing the winner(s)?A theme, top categories, most votes…

• How many prizes will be awarded?Grand prize, one per category …

• What prizes will be offered? PayPal/eBay gift, digital camera, publicity, money…How long will the competition be open?

• # of days for entering –vs – # of days open for voting…

Issuer Competitions

SAMPLE COMPETITONS

KBC - Belgium

Capital One US

Permanent TSB (Ireland)

Creditcards.com (US)

• http://design.creditcards.com/ http://design.creditcards.com/

ING Netherlands (Postbank)

Pay Pal/Ebay

Banco Popular (Puerto Rico)

ING Poland