Over a significant period the financial
sector has seen much tougher competition between
banks, building societies and other financial institutions, as the
differentials between their
respective services are eroded. In this climate there has been a marked
development in the
sophistication of their marketing techniques.
Whether the aim is to recruit new account holders, from youth to retirement,
encourage
the uptake of other financial services, or promote credit/charge card
applications and
subsequent usage, Source has demonstrated that it can provide the
ideal item, closely
tailored to the target market. Following this, the recent growth of
affinity campaigns
demonstrates the very high value financial organisations place upon
their client base, and
premium merchandise has become a major factor in the success of this
type of marketing.
The company’s numerous successes in this field have proved beyond
doubt that specially
designed and sourced merchandise can have a startling effect on the
results of the
campaign at an easily quantifiable cost.
