The Mattis
Group successfully developed and launched new credit
card product offerings centered around the theme of "The
Power of Platinum"
Credit
Card Launch
The Challenge
In 2003, E*TRADE Financial made the strategic decision to enter the credit card
issuing market as a way to diversify its product mix, improve its Net Interest
Margin and strengthen its relationships with core online trading customers through
cross sales. The Mattis Group was retained to assist in the development of a
strategic market entry plan along with the corresponding strategic marketing
plan and its tactical implementation.
The Strategy
The Mattis Group worked closely with E*TRADE management to
assist in the development
and to determine, among other things, the strategic imperatives, product concepts,
sales and distribution channel opportunities, and operational support requirements
to enter this competitive new market.
The Media
•Direct Mail
•Digital Marketing
–Email
–Internet
The Results
A series of new product offerings centered around the theme of “The Power
of Platinum” was offered to current customers and qualified prospects.
