Integrating offline marketing with online fulfillment is a promising way to improve ROI. Pelican State Credit Union grabs member attention with a temporary yellow bar across the top of the page (see screenshot below). It directs members that received an auto loan direct mailer to an online application.
I like this approach. It garners attention for the offer, but the narrow banner disappears permanently once users click the X in the upper-right corner.
However, this extra attention can be a mixed blessing. It’s great for those members that received the offer (and remembered they did). But for everyone else, they are left scratching their heads after clicking "more info."
The landing page doesn’t mention how to check whether you were one of the chosen recipients or how you might otherwise qualify for the deal. It also does nothing to reinforce the offer, which apparently was for an auto refinance. The slim copy simply points everyone to the generic online application.
Bottom line: The yellow bar across the top is a great way to grab attention. But, you need to answer basic questions about the promo or you risk irritating members (see note.
Off topic: The CU is nicely decked out for the holidays with three timely messages among its five rotating promos:
- Visa Gift Cards, which unfortunately, require a trip to the branch to purchase (see first screenshot)
- Double rewards points for using its Visa card in December
- General holiday greeting, which leads to a YouTube picture collage with music
Pelican State Credit Union adds an Auto loan promo reminder at top of page (18 Dec 2012)
Note: The CU also is nicely decked out for the holidays.
Landing page for Auto Loan Refinance mailer
Note: Blank box on left makes the page look like something is broken.
1. The CU has a prominent "chat now" button, so interested members could potentially get a quick answer there, assuming CSRs manning the chat are equipped to determine eligibility.