Activity Highlights: Financial Services
Bank of America uses a teaser that works as an envelope-opener: "Choose from two great cards." Inside, it has a rather busy-looking (okay, way too busy-looking!) single-page form that operates as both a letter and a "pre-qualified acceptance certificate." The letter portion tells prospects that they can choose between a "Platinum Plus Visa Card" and a "Platinum Plus Visa Card with WorldPoints rewards," the difference being the former is better for those "who care more about rate than rewards" and the latter is for those "who want to earn rewards with every purchase." It's very unusual to give the customer the choice of card features, so this acquisition may work. But with so much copy crammed on to one page, many may be turned off (Archive code #540-171918-0906A).
Lastly, oddly enough in this squeezed economic climate, Chase Manhattan Bank has chosen to introduce a new credit card for businesses: the Ink Business Card with Ultimate Rewards. The outside of the 6" x 9" outer puts the copy "ink." in cursive font and underneath it encourages prospects to"Make Your Mark." On the front and back of the outer, some details about the card are given, such as "no annual fee," "0% intro APR," "$50 cash back," "powerful business tools" and "rewards with no expiration."
Inside, several elements await, including a letter, application and fancy brochure. The letter comes with a RSVP code and very neatly introduces the prospect to the new card, including sections "What makes Ultimate Rewards right for your business?" (such as "flexibility to redeem for airline tickets the way you want") and "How can Ink help your business?" For example, the latter explains the business tools referred to on the outer: "Free cards for employees -- that earn you more rewards" next to the ability to "monitor employee spending and control expenses." The brochure, meanwhile, lays out the many benefits and illustrates, with a screen shot of the attractive Ink website, how easy it is to navigate the Ultimate Rewards website (Archive code #544-171665-0906B).