Bbva Case Study
Xyz
Introduction:
The goals of the bank. 1. building awareness and trust. 2. support various lines of business.
The challenge: allocate the limited resources in such a way that they can balance the objectives.
0
The goal of marketing: 1. increase new customers and accounts numbers. 2. improve satisfaction and retention and cross-selling. l awareness
-emphasize on first five indicators (3A)
Online (compared with its competitors they have very low online awareness. e.g. bank of america has an awareness of 83% but BBVA compass of 32%)
-
- Offline
- focus on spanish speaker living in states.
move some “cash” from TV to online
sports sponsorship. football and NBA, these partnerships will be used on display at relevant websites (cnn sport, nba.com etc etc) to increase awareness between avid sport fans that would see partnership with great league as a very strong and valuable!
It would be vital for BBVA Compass to promote their multiyear sponsorship deals online. Effective way would be to use display and banner ads at sport-related websites. With such a strategy they can avoid problems of sometimes low match between financial institutions and sport in general. On the other hand promoting it strictly on the sport websites might have positive impact. Connecting themselves with such a strong partner as NBA might serve as evidence for reliable, strong and all-American bank.
invest more internet commercial
- customized message based on target group
aquisition
- Page 12 exhibit 7: delete the cost of application that is over 200 dollars.
- invest more in the paid marketing search than display (but take into consideration that paid display scores higher on awareness)
- application started through paid search is 40 000 compare to 11 000 when “banner” (display search) and conversion for paid seach is 17% and it is 38% for “display”
- goal - we have to increase conversion rate for paid search....
- how to do that?
- make
Introduction:
The goals of the bank. 1. building awareness and trust. 2. support various lines of business.
The challenge: allocate the limited resources in such a way that they can balance the objectives.
0
The goal of marketing: 1. increase new customers and accounts numbers. 2. improve satisfaction and retention and cross-selling. l awareness
-emphasize on first five indicators (3A)
Online (compared with its competitors they have very low online awareness. e.g. bank of america has an awareness of 83% but BBVA compass of 32%)
-
- Offline
- focus on spanish speaker living in states.
move some “cash” from TV to online
sports sponsorship. football and NBA, these partnerships will be used on display at relevant websites (cnn sport, nba.com etc etc) to increase awareness between avid sport fans that would see partnership with great league as a very strong and valuable!
It would be vital for BBVA Compass to promote their multiyear sponsorship deals online. Effective way would be to use display and banner ads at sport-related websites. With such a strategy they can avoid problems of sometimes low match between financial institutions and sport in general. On the other hand promoting it strictly on the sport websites might have positive impact. Connecting themselves with such a strong partner as NBA might serve as evidence for reliable, strong and all-American bank.
invest more internet commercial
- customized message based on target group
aquisition
- Page 12 exhibit 7: delete the cost of application that is over 200 dollars.
- invest more in the paid marketing search than display (but take into consideration that paid display scores higher on awareness)
- application started through paid search is 40 000 compare to 11 000 when “banner” (display search) and conversion for paid seach is 17% and it is 38% for “display”
- goal - we have to increase conversion rate for paid search....
- how to do that?
- make