Alternative marketing thinking


New Thinking About Direct Marketing

Some companies will go right around a negative customer situation and turn it positive. Kuwait has no residential mail system, so marketing via direct channels poses a challenge. But one company saw this as an opportunity to connect with customers in unique ways. Gulf Bank knows that almost all its banking customers in Kuwait use ATMs, so it created a personalized marketing strategy to communicate via the machines. (Specifics here in the issue of 1to1 Weekly ). Another bank, HSBC Mexico, also does something similar at its ATMs. The important thing here is that Gulf Bank took what looked like a roadblock to customer service and interaction, and created an entirely new marketing channel. And unlike most direct mail, it’s a channel that customers actually pay attention to. A little creative thinking about the customer experience and business objectives goes a long way.

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