Download Incentive-to-Action

Incentive-to-Action
Direct marketing is an ever-evolving discipline,
First Data provides its merchant customer base the
with effectiveness and ROI being driven through
opportunity to serve as the powerful incentive that
increasingly sophisticated use of data. The key to any
drives the marketers’ direct marketing offers. The
direct marketing campaign is being able to drive the
effectiveness of these direct marketing program offers,
desired consumer behavior. The Incentive-to-Action
in turn, result in incremental sales for participating
(ITA) program provides a unique combination of
merchants. Both marketer and merchant benefit from
highly targeted direct response (mail, magazine
more effective programs through highly relevant and
and newspaper inserts) offers and motivating
targeted offers and incentives, as well as greater levels
incentives, delivered through prepaid incentive cards
of participation and sales conversion.
that have a greater likelihood of success due to
greater consumer relevancy.
The Challenge
There are two ITA program options. A merchant can be
matched up with a marketer to provide the incentive
card and, in turn, receives the benefits of increased
revenue and store traffic. The other option is that a
Traditional direct marketing will typically have relatively
merchant can send out a direct mail piece to consumers
low response rates. Yet, in this highly saturated space,
with its own incentive card attached. This not only gives
marketers must drive greater levels of response and
the merchant the benefits of providing the incentive,
activation from their target customers. Marketers are
but also the opportunity to drive effective marketing
challenged with breaking through the messaging and
campaigns.
incentive clutter to deliver truly motivating offers that
drive desired action. Today, consumers aren’t simply
looking for more than standard-fare incentives. They
expect differentiated offers supported by incentives
that are relevant to their individual lives and tastes.
Additionally, marketers are challenged with driving
conversion to ensure consumers experience “value”
through participating in a program and realize the
benefits of brand loyalty.
The Solution
First Data, in collaboration with Visant Marketing
Services, has developed a unique direct marketing
program that delivers motivating incentives to your
targeted consumers that lead to more effective
marketing campaigns. You can select prepaid cards
that are relevant and provide instant gratification to
your specific target audience as the incentive that
motivates them to take the desired action prescribed in
your campaign.
firstdata.com
How It Works
JJPrepaid merchant’s gift/incentive card is matched
with a marketer’s direct marketing program
JJConsumer receives mailer and enters incentive card
numbers (Web or IVR) and completes the actions
desired by the marketer (applications, incremental
purchases, etc.)
JJIncentive card is activated once the consumer
completes the desired action
JJConsumer uses the prepaid incentive card, driving
business to the prepaid merchant location
JJCampaign results are analyzed to optimize future
continuity programs
Incentive-to-Action
Marketer Benefits
JJ Improve direct mail response rates by offering an
Merchant Benefits
JJ Increase revenue
incentive that carries a higher perceived value and
JJ Increase store traffic
instant gratification to consumers, which results in
JJ Increase brand awareness
incremental sales conversion at retail
JJ You get paid every time a gift card is redeemed!
JJ Leverage multiple channels to acquire customers
JJ Improve time to market
JJ Significantly improve direct response results and
JJ Simple and straightforward implementation—
transacts just like your current gift card program
JJ Little or no impact to store operations
build loyalty with more customers
JJ Establish brand relevancy through smartly targeted
incentives and communications
JJ Continually improve results by gathering consumer
information that is not typically captured in direct
mail campaigns
JJ Align with well-recognized consumer brands,
providing positive consumer brand associations
A Global Leader in Electronic Commerce
First Data powers the global economy by making it easy,
fast and secure for people and businesses around the
world to buy goods and services using virtually any form
of payment. Serving millions of merchant locations and
thousands of card issuers, we have the expertise and
insight to help you accelerate your business. Put our
intelligence to work for you.
firstdata.com
© 2009 First Data Corporation. All rights reserved. All trademarks, service
marks and trade names referenced in this material are the property of their
respective owners.
301-499
For more information, contact your
First Data Sales Representative
or visit firstdata.com.