Lloyds TSB tries hybrid new media DM push

Lloyds TSB has announced that it is the first UK bank to deliver a hybrid new media direct marketing campaign, targeting key prospects within the market.

Working with Royal Mail and Sony DADC, Lloyds TSB Corporate Markets has created a media-rich interactive CD, which is highly personalised and tailored for each of its 10 regions across the UK.

The CD contains customer interviews, which are supported with local case studies and local contact details.

The campaign has been designed to raise awareness of Lloyds TSB Corporate Markets' capabilities and local expertise, as well as to stimulate the booking of initial appointments between prospects and Relationship Directors.

The CD allows prospects to book a meeting with a local contact, facilitated through an easy-to-use pre-populated online form.

Users can also access Lloyds TSB Corporate Markets' website from the CD.

In order to maximise the impact of the CD mailing, there will also be a two-stage email and telemarketing follow-up.

The case studies and customer testimonials featured in the regional CD mirror those showcased in Lloyds TSB Corporate Markets' current 'Capabilities' Campaign, which has been rolled out in a nationwide advertising campaign.

This campaign is focused on highlighting the challenges that UK companies face and how Lloyds TSB has been able to deliver a tailored solution that helps customers to achieve their business objectives.

Ryan Haylock, Project Manager and Assistant Marketing Manager for Lloyds TSB Corporate Markets, said: "We are constantly looking for ways to improve our customer communications and experience has taught us that personalisation is key to connect with customers and prospects.

"This individual, tailored approach works well with the relationship approach that we adopt for Corporate banking, and we hope this will deliver real results for our locally based, relationship banking teams.

"The technology that drives the CD allows us to deliver a truly personalised and interactive campaign, which has not been achievable with traditional forms of direct marketing".

Lloyds TSB has delivered this campaign through Royal Mail and Sony DADC's 'Personalised Integrated Media' product, which enables companies to personalise content-rich and interactive CDs to an individual's specific needs and interests through a unique code.

This means that a company can include information for a wide range of customers but program it so that content is tailored to individual recipients - making it entirely personal and relevant.

Daniel Finn at Sony DADC said: "Our unique and patented Postscribed ID technology, which is readable by all PCs and Macs, delivers rich, sophisticated interactivity with a clearly defined return path.

"This makes direct mail more accountable and measurable than ever before meaning the opportunity for marketers is enormous".

Antony Miller, Head of Media Development at Royal Mail, added: "This revolutionary marketing solution fuses traditional post and digital media, enabling businesses to reach their customers with a truly personalised communication that is accountable and measurable".

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