New Opportunities in Direct Marketing (Part 1 of 2)

Transcription

1 New Opportunities in Direct Marketing (Part 1 of 2)

2 Presented by: Andrew Davidson Mintel Comperemedia David Cooney Wells Fargo Card Services April 28 th, 2011

3 Mintel Comperemedia: Comperemedia is the premier source for monitoring direct marketing in the US and Canada Includes direct mail, , online and print advertising for consumer and business markets 9 sectors tracked: 1.Banking 2.Credit Cards 3.Insurance 4.Investments 5.Mortgage & Loan 6.Auto 7.Travel & Leisure 8.Technology 9.Telecom Methodology: Mail panel of 5,500+ unique consumers each month panel of 1,250 active online US consumers Online display advertising - tracking the top 4,000 websites Over 100 national newspapers, magazines and trade publications

4 Agenda Targeting Revolvers The Emerging Prepaid Segment Gaining an Edge

5 Targeting Revolvers

6 Credit CARD Act signed into law First phase goes into effect Second phase goes into effect Source: Mintel Comperemedia

7 Note: Risk categories are based on Vantage Scores Source: Mintel Comperemedia

8 Product Segments Q General Market (No fee with rewards) Premium Rewards (Fee with rewards) Plain Vanilla (No fee without rewards) Credit Building (Fee without rewards) Note: Shows relative size of each product segment based on share of Q credit card acquisition mail volume Source: Mintel Comperemedia

9 Source: Mintel Comperemedia

10 The Non- rewards Landscape: Q Capital One Platinum MC Merrick Bank Visa HSBC Platinum MC Credit One Platinum Visa Up from 44% in Q First Premier Platinum MC PV Basic 3% CB Core 11% Credit Building 30% Plain Vanilla 70% Capital One Platinum MC HSBC Platinum MC CB Revolver 19% PV Revolver 67% Source: Mintel Comperemedia Chase Slate Visa Citi Diamond Preferred Capital One Platinum MC

11 Source: Mintel Comperemedia DM:

12 Implications: Targeting Revolvers Competition is increasing; volumes are up and subprime offers are back in the mail The landscape has shifted rewards are the norm and plain vanilla cards represent a niche market There is an opportunity to target revolvers with offers promoting benefits and features that are meaningful for them There is an opportunity to promote a basic card with limited features

13 The Emerging Prepaid Segment

14 Source: Mintel Comperemedia

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18 Source: Mintel Comperemedia

19 Prepaid Card Price Comparison Activation Fee/ Minimum Deposit Green Dot Prepaid Card Chase Checking Account First Premier Credit Card $6.95 $25 $99 $200 Capital One Secured Card Monthly Fee $5.95 $12 $ Annual Fee NA NA NA $24 Total 1 st year $78.35 $144 $198 $24 ATM withdrawals $2.50 Free at Chase $5min $10min Line of credit Purchase APR NA NA 36.00% 19.80% Source: Mintel Comparemedia/Company websites

20 Implications: The Emerging Prepaid Segment Prepaid cards have grown rapidly in recent years and all signs point to future growth Marketing activity has been limited to with a handful of players dominating the space An increase in competition is likely to fuel the growth of rewards programs for prepaid cards The shifting regulatory landscape in both banking and credit cards will make prepaid cards an attractive option for some consumers

21 Gaining an Edge

22 Mode 4% & 5% of check fees become popular Note: Includes non-intro BT offers Source: Mintel Comperemedia

23 DM: Source: Mintel Comperemedia

24 Foreign Transaction Fee Activity: Q Fee Share of Offers Lead Issuers 3.0% 63% Chase, Citi, BoA, HSBC, US Bank, Barclays 2.7% 13% American Express 2.0% 11% Discover, BoA 1.0% 1% USAA, HSBC, BoA 0.0% 4% Capital One, Chase, Citi Not Specified 7% Capital One Source: Mintel Comperemedia

25 Print: Print:

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28 DM: DM: DM: Source: Mintel Comperemedia

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30 Note: Includes house ads Source: Mintel Comperemedia

31 Online: Online: DM: Online: Print: Source: Mintel Comperemedia

32 Implications: Gaining an Edge Opportunities are emerging for those card issuers who are willing to swim against the tide Regulatory changes have thrown up new opportunities in pricing The final impact of the CARD Act is unknown as new opportunities continue to emerge Issuers who embrace online display advertising and integrate it with existing marketing efforts will gain a competitive advantage