The Mattis
Group worked closely with Fleet's New Business Development
Group to successfully develop, brand and launch three
breakthrough card products.
New
Business
Development Group
The Challenge
To develop, brand and market specialized credit cards to attract and retain a
prime customer base. Many of Fleet’s competitors were playing the teaser
rate game to seduce customers – a strategy which generally produces short-term
gains.
The Strategy
To differentiate Fleet’s product line and cement lasting customer relationships,
Mattis sought to identify the core value propositions which would position Fleet
as a major issuer of valueadded credit cards. Mattis set about identifying the
market segments and conducting analysis, which included, consumer credit card
behavior, competitive financial profitability analysis, modeling, and focus group
research. The result was the identification of breakthrough value propositions
that subsequently developed into new credit card product offerings.
The Media
•Direct Mail
The Results
A successful introduction of the Home, Jewelry and Art Rewards credit card products.
Every purchase accumulates points to use towards a mortgage payment, or towards
the purchase of jewelry or art.
