Industry: Financial Services

Services Provided:

• CRM Strategy
• Web Site Development
• Market Research
• Personalized E-mail Marketing

The Challenge
National City offers a teleseminar series to its clients and prospects, giving anyone in its marketplace access to nationally-known experts. These programs help build the relationship between the Relationship Manager and the customer, extend National City’s position as an active participant in its customer’s business and help build qualified leads for the sales force. The series is a unique service that showed promising response initially with 256 pre-registered users for the first teleseminar. However, subsequent response was declining with an average of only 146 pre-registered users, and 56% of those users were National City employees.

National City approached Precision Dialogue to help increase teleseminar attendance and the database of people who have opted into its e-mail program, focusing solely on bank customers and prospects.

The Solution
After strategizing, Precision Dialogue developed an e-marketing test plan to determine the best way to drive teleseminar attendance through e-channels. This plan included testing multiple channels and providing measurable results. After implementing the plan, it was then possible to provide a financial forecast for moving from test mode to a more aggressive teleseminar e-marketing campaign.

Precision Dialogue focused on the mediums that produced the highest return on investment. Through refer-a-friend campaigns, banner ads (placed locally and nationally), search engine optimization and permission based e-mail marketing efforts, Precision Dialogue produced significant results.

The Result
"After the first promotional effort, the house file increased from 700 to more than 2,700 names. The number of pre-registrations for the teleseminar increased 156%,” said Brad Hemstreet, Vice President of the Corporate Division for National City Bank. “The states in which we did cross-promotional efforts, such as PR, banner advertisements and personalized e-mails, showed the biggest jump in attendance. The percentage of qualified customers and prospects increased from 44% to 63%.”

Joe Wochna, Corporate Communications Marketing Manager for National City Corporation, added, “Overall, the campaign was a success. The results were integral in planning the teleseminars’ schedule and budget for next year. It’s refreshing to work with a team that has long-term vision and strong marketing strategy. Precision Dialogue made the transition from our former vendor incredibly easy.”