mortgages b2c b2b direct marketing digital marketing
TRANSCRIPT
B2C & B2B DIRECT MARKETING & DIGITAL MARKETING INITIATIVES
MORTGAGES
Rob Dawson
LinkedIn: linkedin.com/in/robdawsonmarketing
Self-employed “Better Alternative” Campaign
Waxed “scratchie” style reveal
B2B self-mailer with iPod promotion . Mailed to mortgage brokers to encourage discovery of the full suite of Bluestone’s benefits
Acquisition
Self-employed “Better Alternative” Campaign
Series of B2B emails – original, reminder, and announcement of winners versions
Acquisition
Self-employed “Better Alternative” Campaign
B2B advertising – Industry Publications
Acquisition
Self-employed “Better Alternative” Campaign
Acquisition
Elements of the B2B reveal strategy – higher frequency smaller ads
Self-employed “Better Alternative” Campaign
Acquisition
B2B industry magazines – belly wrap
One of a range of animated gif banners (animated in PowerPoint slide show format)
Self-employed “Better Alternative” Campaign
B2B brochure cover
Detailed competitive analysis, demonstrating Bluestone’s advantages for the self-employed customer
Acquisition
“ATO Tax Debts” CampaignAcquisition
Bluestone lending criteria could assist the self-employed, a fact not known by all brokers
“ATO Tax Debts” CampaignGoogle page1 ranking for organic search and Adwords on “tax debts” keywords
Dedicated landing page matched to Google “tax debts” keyword campaign (one of a series of keyword + landing page lead generation campaigns)
Acquisition
Segmented lead generation for “tax debts”, “equity take out”, “self employed” and “debt consolidation”
Accountants / Brokers - Networking Strategy
Acquisition
Extracts from an online marketing kit encouraging brokers to network with accountants to assist self-employed prospects
Accountants / Brokers - Networking Strategy
Variable templates for customised email, flyer and postcard, available from the Bluestone secure site. Provision for brokers to add logo and contact details
Accountants / Brokers - Networking Strategy
Example of postcard template for brokers to conduct their B2B promotion to accountants. No Bluestone branding to conflict with the broker campaign
Broker POS Collateral
A range of instore display material for shopfront mortgage brokers, available for brokers to order online “behind the password”
Online – Indicative Approval Calculator
Contact Details
linkedin.com/in/robdawsonmarketing
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B2C B2B Direct Marketing and Digital Marketing - Mortgages