MB Financial succeeds with an omni-channel campaign anchored by Direct Mail.
This Case Study will examine “MB is Me”. This was a successful omni-channel campaign by MB Financial Bank targeting small business owners. This omni-channel campaign utilized a variety of marketing channels. These included print, radio, billboard and on-line videos. However, it was solidly anchored by direct mail.
The company committed itself to growing a particular segment of their business. This unique segment offered a concierge service experience to the small business market.
MB Financial direct mailed to a list of 30,000 small business owners in the Chicago market. They targeted this group out of a possible 430,000 total businesses in the same area.
The focus of the campaign was the benefits MB could provide for small businesses. These were personal attention, banking services, expert advice and business connections.
A 6 month program
This omni-channel campaign was a 6 month program. The actual direct mail portion of campaign used alternated personalized letters and over-sized postcards. Their DM agency was Darwill. They divided up the mailing list between 86 branch managers. All of the letters, postcards and media was designed as if coming specifically from the local bank manager. Everything was personalized to each recipient.
You know how I always use the expression – marketing to an audience of one. That’s the kind of strategy that really resonates. All the studies show that a personalized approach increases response.
First of all, the campaign used digital printing, bar coding, savvy segmentation and individual response tracking. This allowed branch managers to see who responded to their mailers. You can think of it as the campaign starting the relationship journey. Consequently, the branch managers were able to build relationships and bring in new customers.
Success! Before the campaign was even completed, it became clear that this was a winner. The number of leads this omni-channel campaign generated exceeded expectations. It truly generated increased deposit dollars.
Last, if you want to download a complete copy of the Case Study and the letters they used, click HERE. This will give you some great ideas for moving forward with your personalized direct marketing campaign.