One to Watch: Advanta
Business card mailings tend to have lackluster designs, with some exception—such as the Chase and Citibank efforts discussed in “Activity Highlights.” Advanta, with its Advanta Platinum Businesscard (MasterCard), just took the design standard up another notch with a #10 that houses a potent brochure (and a summary of credit terms and conditions). The outer uses a faux handwritten text to begin a personalization effort that’s more up-front, better written and easier to use than competitors’ mailings (Archive code #544-174665-0802B).
Inside, the front panel of the colorful brochure begins with a bang. The tagline “Now Serving Over 1 Million Small Businesses” runs under Advanta’s name in small type, and it’s followed, in large type, with “There are 3 good reasons why this has become THE Small Business Owner’s Business Card.” Directly underneath that strong copy is a personalized image of the credit card with the prospect’s name and the prospect’s business. Next? Under the credit card image is a personalized Post-It note to the prospect, signed by an “Advanta New Accounts Team Manager.”
The front panel copy makes the prospect want to learn what these “3 good reasons” are, and the inside panels illustrate each reason with great detail. The first discusses how the prospect can “hit your goals without breaking the bank” and then compares its card favorably to rival business cards in a chart, including a zero percent introductory rate until 2009, a low variable APR and no annual fee.
The second reason states “A choice of rewards puts you in the driver’s seat,” explaining that Advanta rewards the prospect on the purchases that are most common, such as gas, office supplies, cell phone service, computer equipment and internet services. The third reason? Its “business-centric benefits and top-notch Customer Service” that “make Cardmembership productive and worry-free.”
Lastly, it ends with a push to “apply within 7 days using your personal invitation#” and then gives that number. The calls to action include three icons—a mouse, phone and envelope—with the relevant information under each. For the mail response, an application is perfed to brochure; after filling out and folding, it turns into business reply mail. Like the rest of the mailing, even the application is well organized, with easy-to-read type and neat reply boxes.