Alpha Card

2020: Promotion of cards through the recommendations of clients

On May 21, 2020 Alfa-Bank announced a project startup on promotion of debit cards. The credit institution decided to pay clients for the recommendations of the product instead of spending money for production and advertizing.

We  decided to refuse  large-scale advertizing of debit cards, and  to give the saved money to clients. They will be able to recommend to friends our bank and  to earn from  it. Let it and  small, but  anti-recessionary support  —  the marketing director and  to communications of Alfa-Bank Alexey Giyazov commented.

Alfa-Bank refused large-scale advertizing and began to pay clients for promotion of the cards

According to campaign conditions, the client of Alfa-Bank can recommend to friends the bank and  send them  the link for design of the free debit card. As soon as the friend makes the first purchase, both will receive  500  rubles  and also will participate in  a monthly draw of 100   thousand rubles.

The prize is paid to both  the client, and  his friend: on   100,000 rubles to everyone. Those  who else have no debit card can register Alpha Card with the Visa system on  the promo-page  — and  to receive 500 rubles after the first purchase. Alfa-Bank does not put restrictions on terms of the program yet and will watch its demand.

At the expense of a system on the basis of recommendations the bank expects to be promoted until the end of 2020 from 100 thousand new clients, Vedomosti with reference to Alexey Giyazov writes. Payments for 100 thousand cards will cost bank 100 million rubles. In 2019 the bank spent for advertizing and marketing only about 5.4 billion rubles, reminds the edition.

The referral program will be 30% more effective, than classical advertizing, calculate in bank. Besides, the popularity of the program will be affected also by the crisis connected with COVID-19 coronavirus, Giyazov believes. Costs for normal advertizing with the same effect in the company did not open.^[1]

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