ACG can develop fresh marketing programs or improve existing ones to attract profitable new customers and maximize the value of retained relationships.

ACG has played a supportive role in the creation of successful general purpose, co-brand, private-label and debit card programs. Our full complement of marketing services includes market research, new market assessments, value proposition design, loyalty program development, cross-sell efforts and campaign management. Our recommendations are tailored using targeting and segmentation techniques, and behavioral models to strengthen acquisition, account management and retention.

Examples of ACG Marketing projects include the following:

• A large insurance company client wanted to launch a credit card program for its customers. ACG supported this effort by developing front-end requirements for new account approval, back-end requirements for performance tracking, account management, implementation support, evaluation of early results and policy refinement. ACG also created reward concepts based on research, market expertise and client brainstorming sessions. Reward concepts were tested, and a value proposition was finalized, focusing on the card design, reward matrix, currency earning and award redemption opportunities, fulfillment, and tracking.
  
  
• For a Chinese bank wishing to enter the credit card market, ACG teamed with a major card processor to offer a complete package of support. In tandem with the servicing and processing partner, ACG worked in-country with the state-owned bank’s staff to develop the product specifications and design, pricing, marketing plan and organizational structure for the launch of new credit card program directed at the bank’s retail customer base.
  
  
• As a result of the Reserve Bank of Australia’s decision to slash interchange rates, credit card issuers there faced dramatically reduced revenues. ACG was engaged by one of the issuing networks to conduct workshops detailing best practices for additional revenue generation. We recommended cross-selling other financial products and fee-based services.
  
  
• ACG was approached by a leading international payments network to investigate credit and debit card activation best practices. The client had a large amount of internal activation data, but ACG contributed intellectual assets, Cardbeat^® research and industry contacts in an examination of program positioning, general offers, reward matrices, distribution channels, marketing communications, cardholder participation levels and program results. An output document identified best-in-class programs, marketplace opportunities and strategy recommendations. It served as an executive tool for formulating activation plans.
  
  
• For an auto manufacturer looking to enter the credit card business, ACG consultants created a card value proposition and rewards program. We guided the client through value/reward concept creation, concept validation through consumer research, reward program and operational component (point earning, fulfillment, etc.) construction and card product launch. The resulting tri-branded credit card program encompassed three popular makes of vehicles.
  
  
• In an intensive one-day briefing for an advertising agency seeking to pitch a credit card issuer, ACG provided the account and creative teams with a clear understanding of the competitive landscape, profitability dynamics and consumer behavior patterns. ACG helped the agency refine its pitch and ultimately win the account.