Q: What happens when you focus on emotion rather than features and benefits?
A: You make a deeper connection and grow your business.
Situation + PULSE is a leader in the debit/ATM industry, serving more than 4,400 financial institutions across the United States. The network is a Discover Financial Services company. Our relationship with them is a great case study in our commitment to both the companies we advance and the people we help to succeed.
Our main contact at PULSE was a former client for nearly a decade. When he joined PULSE, he inherited their position in the marketplace. When it was time for them to think smarter and connect more effectively to their participants and prospects, he knew right where to go.
Insight + In the world of financial services, everybody is everything to everyone. Not PULSE. They were pioneers in the development and evolution of debit, and that’s their only focus. That differentiator has positioned them as a leader and a resource, but that was getting lost in body copy. Based on research regarding what the target audience valued, we felt it should lead the messaging.
Solution + We highlighted their dedication to their industry with a line that emotionally connects to the shared value of the people they were targeting (quite rare in this arena): “Profit From Our Passion.” Its adaptability has allowed us to use it as a headline, tagline and signoff to body copy. We visually represented their passion by showing the word “debit” imbedded in day-to-day activities, highlighting their unwavering focus. That symbiosis between art, copy and strategy has evidenced itself through a full spectrum of communications, from internal awards and script development, to external ads, website, webinars, tradeshow experience and support, as well as direct marketing.
Since our engagement, we’ve strengthened their position as a market leader through the consistent use of one relevant message. As their partner, we ensure their marketing dollars are getting the most bang for their buck, which has contributed to a 15% network transaction growth in the first year of our partnership.