Challenge
BB&T was not just trying to maintain, but increase checking and savings accounts in a flooded banking market. Recognizing that traditional offers through direct mail and print advertising weren’t cutting through the clutter and that online banking was on the rise, Rockett Interactive (RI) was charged with finding ways to grow business through online applications.
Insight
The best place to get potential customers to “act” was online—specifically, to find those highly targeted sites where the “right” people spend most of their time and where they were most susceptible and likely to consider a banking change.
Strategy & Execution
RI worked with BB&T to super-target potential customers through the latest online media and interactive sites and programs. Deep, frequent Customized Interactive 101 trainings were created for internal marketing staff to help illustrate the ROI potential of incorporating online advertising into the overall mix. Finally, a geographically targeted Search Engine Marketing (SEM) and display advertising campaign was developed, tested and rolled out.
Results
- RI optimized the online campaign to maximize ROI and increase the quality of the leads based on the overall value of the BB&T customer
- Per the client, online has been their most efficient channel of advertising to date—in fact, RI’s campaign optimization and measurement abilities led to an increase in BB&T’s online spending by 1000% over 15 months