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Banking on a Cashless Society
Managing the marketing channels of a complex payment services business.
Client
CardProcess
Branch
Finance
What
Full Metal Marketing
Summary
CardProcess is the debit and credit card processing and acceptance division of Germany’s largest bank cooperative. It is our job to manage all of their complex marketing channels and create individual messages appropriate to their diverse stakeholders along their B2B2B2C business chain.
The complex CardProcess chain of stakeholders can be understood as B2B2B2C.
As the credit card processing and acceptance division of the “Genossenschaftliche FinanzGruppe Volksbanken Raiffeisenbanken,” Germany’s largest bank cooperative with 25% marketshare, CardProcess has a complex job to do. It is the domain of the local banks to make the direct contact with their business customers. CardProcess thus has a chain of stakeholders to serve which can be understood as B2B2B2C. An added difficulty is that Germany remains largely a cash-based society and many businesses are still reluctant to accept card payments.
It is our job to manage all of marketing channels and messages through this labyrinth of target markets. This includes their online portal, extranet, sales materials, mountains of contracts, dialogue marketing, sales presentations, events and point-of-sale.
Our marketing collaterals stand out among typical bank materials as delightedly fun and engaging.
Since this is a very specific field within banking, there is a general lack of expertise even among bankers. It is necessary therefore for us to take on the responsibility of understanding and transferring this specialized knowledge through the communications materials we produce. To increase the success of our client, it has become a focus of ours to make credit card acceptance a friendly and simple-to-understand process that benefits everyone. Many of our marketing collaterals stand out among typical bank materials as delightedly fun and engaging as a result.
