Calculator Dramatizes Savings Promise
Usually, a good idea in the direct mail arena gets copied sooner or later by another observant marketer. In the case of this slide chart used by Capital One in its MilesOne credit card solicitations, we thought the imitators would pop up sooner. But we haven't seen any competitors pick up on this handy little lift piece.
While Capital One peppers the letter/application with charts that detail the savings prospects might realize by transferring balances from higher interest credit cards to this new credit card, the slide chart calculator is a more tactile involvement tool (541CAPONE0501D).
The strength of a slide chart, beyond the lure of involvement, is the ability to pack more variable information into the chart than space allows for in a letter or brochure. Capital One makes the most of its chart with a simple table that allows prospects to calculate savings for 10 balance amounts at three APRs.
Measuring 2 1/2" x 5 1/4", the chart is economically constructed of a piece of light card stock for the insert, which is wrapped in a sleeve of coated paper. Capital One maximizes the involvement aspect of the calculator by using the back for a call-to-action that drives prospects to the "Balance Transfer Request form." It also reiterates the offer of up to 3,000 bonus miles for balance transfers.
The Archive has been receiving efforts with the calculator since July 2000. Capital One has included the calculator in at least three different creative approaches that are currently in circulation for its milestone product.