How do you get cardholders to change the way they use their cards? As more and more issuers roll out contactless cards, Visa not only wanted to encourage cardholders to adopt a new payment behavior, but ensure the transition would be as seamless as possible.
To help create a cohesive message across all fronts, Media Logic helped develop go-to-market toolkits for both issuers and merchants. These interactive toolkits not only offered instruction on how to educate cardholders, but also gave issuers and merchants access to customized, market-ready materials that could be used to motivate cardholders to “tap to pay” for card purchases.
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The current environment supports debit growth - including prepaid products - over credit. We take note of changes to prepaid card product marketing including key observations and thoughts from a marketing perspective.
FNBO’s Cashology is part content marketing strategy (with a designated section on the bank’s blog) and part online community (with a dedicated Facebook Group), with the latter adding a key engagement component.
COVID has caused spikes in traffic to ATMs and drive-up tellers. Some FIs are actively marketing the options, which may impact retail banking going forward.
