Description: Retailers nationwide are discovering that private label credit cards are one of the most dynamic marketing tools ever to come down the pike. Not only do they act as a powerful draw for new customers, but, according to recent marketing studies, private label cards help build customer loyalty. They are also a nearly limitless vehicle for promotional offers, discounts, premiums, and other potent customer incentives. And they provide retailers with an unprecedented means of gathering valuable customer-profile and purchasing information which can then be used to build a targeted database for generating mailing lists, strategically managing inventory, segmenting the most profitable customers, and more. The man behind many of the major innovations in the field, Bill Grady created and managed the largest and most successful credit card program in the home center industry and has worked with many prestigious Fortune 500 companies to develop their programs. In Credit Card Marketing, he shares the fruits of his more than twenty-five years in the business and fills you in on all the successful credit marketing techniques now in use at today's sharpest, most innovative retail stores, banks, oil companies, and travel and entertainment providers. Writing in a warm, down-to-earth style, he takes you step-by-step through the entire process, from prescreened and preapproved solicitations, to direct mail, telemarketing, and in-store promotions, from premiums and sign-up programs, to frequent shopper and card enhancement programs. He also offers detailed scheduling guidelines to help you understand the lead times involved in various programs; guidelines on how to train employees to effectively marketcredit cards; and an entire chapter on how to develop and execute a winning credit card marketing plan. And along the way, Bill Grady reveals dozens of insider tips, insights, and rules of thumb that alone make Credit Card Marketing worth more than its weight in platinum.

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