Case Study
Premium Incentive Program for
BMO Harris Bank
The Challenge
BMO Harris Bank, a leading financial institution in the Midwest, sought to boost their refinance and home equity business through a unique and memorable incentive program. The goal was to create a premium offering that would appeal to potential customers, encouraging them to complete the refinancing process. However, the incentive needed to be not only attractive but also compliant with the strict guidelines set by the bank’s legal department.
The challenge lay in sourcing a premium item that would stand out, be highly sought after, and align with the bank’s brand image, all while adhering to legal requirements.
Title: Financial Services Marketing
Industry: Financial Banking
Geography: Midwest
Department: Marketing Department
Project: Curated Rachel Ray Cookbook Collection for Refinance and Home Equity Promotions
The Solution
Proforma Awards, Print, and Promotions devised a solution that met all the criteria through their Sourcing and Distribution services. Recognizing the need for a high-value, memorable incentive, Proforma curated a collection of Rachel Ray cookbooks, a well-known and respected brand in the culinary world. The decision to offer a premium, unbranded item was strategic, as it allowed the incentive to feel more personal and less commercial, thereby increasing its appeal to customers.
The cookbooks were carefully selected for their quality and relevance, ensuring that recipients would find them both useful and enjoyable. By choosing a product that was unbranded, Proforma helped BMO Harris Bank create an exclusive feel, making the incentive even more desirable.
Proforma also managed the distribution of the cookbook collections to all BMO Harris Bank branches involved in the promotion, ensuring that each location was equipped to offer the incentive as part of the refinancing process. The seamless handling of logistics allowed the bank to focus on promoting the offer and engaging with customers, confident that the incentive would be delivered as promised.
The Outcome
The curated Rachel Ray cookbook collection proved to be an effective and memorable incentive, driving increased interest in BMO Harris Bank’s refinance and home equity services. Customers appreciated the premium quality of the cookbooks, and the bank successfully differentiated itself in the market by offering a unique and valuable reward. The program also met all legal requirements, demonstrating Proforma’s ability to balance creativity with compliance.
By sourcing and distributing a premium incentive that resonated with the target audience, Proforma helped BMO Harris Bank achieve their marketing objectives and generate additional business in a competitive financial landscape.