FirstBank's Brian Jensen Describes How Digital Barcodes Enable a Texting Campaign
TM: What direct marketing objective did using SnapTags enable FirstBank to accomplish?
BJ: Well, I think it was a few things. We wanted to, obviously, generate leads for our promotion ... But, I think more importantly, we just wanted to be really engaged with the customer. ...
TM: How did FirstBank capture prospect information?
BJ: ... If you won, you would get a message that basically said you won. And then it would ask you some additional information ... we were making customized skis and snowboards for people. ... [so] "What size are you? What do you need?" ... The other group was the group that didn't win. ... And so, even if you didn't win the skis or snowboards, you would get a message right back to you that says, "Hey, ... sorry you didn't win. But you can still get something for free." And then it talked about the iPod promotion and going in to open an account.
So now what we could've done then is we could've taken this a step forward and actually done a lot more targeted work with contacting these people and doing some more work with them. We just chose, as a company, not to in this case. We kept it isolated to the event. But, I think in the future, if we do this again, we'll probably take that next step and go down that path. But, I think, for right now, we were trying to see: "How does the technology work? Is it going to be well-understood by people? Is it going to produce the results we wanted?" And, I think, in all of those cases, we were very pleased with it.