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The following are examples of how phone cards have evolved to allow marketers to interact with their target audiences. This phone card technology allows you to conduct market research surveys, host telephone sweepstakes, or serve as a database builder.
Targeting a younger generation of new customers, Bank One distributed phone cards to college students across the country. This was not just any phone card, but rather a unique market research vehicle for Bank One. The phone card was die-cut into the shape of Bank One's logo and turned into a keytag featuring their web address. When students would call to receive their 15 free minutes of calling time, they were prompted to answer a series of questions, including: their name, phone number, e-mail address and what information on Bank One services they would like to receive (i.e., education loans, automobile financing or on-line banking). Upon answering these questions, the students' cards were immediately activated, giving them instant access th their reward of free calling time. Communication Design Group then takes the students' answers and compiles them into a monthly report which is provided to bank One. The valuable, personalized infomation generated in these reports enables the bank's customer service representatives to more effectively approach the students as prospective customers.
The program was very successful because the free calling time served as the perfect incentive for the students to answer the questions and Bank One was provided with valuable information on possible future clients.
Skechers USA teamed up with The Sports Authority to create this back-to-school promotion aimed at driving sales and increasing brand awareness. The program featured 30,000 10-minute die-cut, key tag phone cards, mounted to a 4" X 9" scratch-and-win game cards which were distributed to customers as a gift-with -purchase. These phone cards were die-cut in the shape of either a Skechers jogging shoe or boot and given out at all 300 Sports Authority location.
Customers had 3 different ways of winning cool Sony Products, movie tickets, Skechers items and an electric scooter. Upon placing their first call, they were invited to enter the sweepstakes by leaving their name, address, phone number, and e-mail address. CDG provided detailed monthly reports to Skechers for the sweepstakes drawing and for future promotional mailings. With the scratch off cards, customers had a chance of becoming an instant winner at purchase or they could mail their non-winning cards in for a secondary drawing. To help promote the sweepstakes, over a million circulars were distributed to local households and frequent radio spots were aired. The program was a huge success, driving sales for both Sports Authority and Skechers and giving customers a cool collectable keyt tag phone card.
How would you like to find out what your children want for the holidays without having to ask them yourselves? The Santa card allows children to speak with Santa and give him their wish list. The child's wish list along with their name are recorded in a voice mailbox so when parents call in, they are greeted with their children's requests and wishes. This card makes the holidays extra fun as children interact with Santa and Rudolph. This interactive concept can be customized for any application available.
