1. Consumer Cards
Marketing Strategies
Getting the most out of your existing consumer card
**Delegates from Singapore
companies can now pay as products
low as 1/3 of the course
fees under the Productivity 8th - 9th November 2012
and Innovation Credit (PIC)
Scheme!!** Please refer to Grand Millennium Sukhumvit, Bangkok, Thailand
terms and conditions below.
Accomplishments
Bank Area of work Result
Course Facilitators: Banks in Asia Commercial card • Maximising Issuer Profitability
Pacific Region strategies for SME • Providing a more appropriate & suitable
customers currently card product to bank’s SME customer
holding consumer • Improved customer identification and
cards segmentation
• Improved understanding of credit / risk
exposure to card customers
MasterCard Developing the • Growth and performance surpassed
Peter Gordon Reseller Program expectations over a number of years
Principal for Corporate
Peter Gordon Consulting Payment Solutions
Focus topic:
Strategies to Maximise Card
Portfolio Performance & By the end of this workshop, delegates will:
Revenues
GAIN understanding of various strategies for credit card marketing
UTILIZE all available distribution networks
UNDERSTAND the importance of securing activation at early stages of new card
acquisition
INCREASE card’s share of wallet
PROMOTE the use of electronic transactions
SECURE longstanding and profitable relationship with card members
IDENTIFY the best media channel for target customer groups
LEVERAGE on existing consumer card portfolio to develop new commercial card
customers
Productivity and Innovation Credit (PIC) KNOW card system and functionalities to better promote card products
Scheme
• All businesses in Singapore can enjoy up to 400% UNI training courses are thoroughly researched and carefully structured to provide practical and exclusive
tax deduction for external trainings* provided by training applicable to your organisation.
UNI Strategic Pte Ltd for up to a total of $ 800,000 Benefits include:
(for year 2011 and 2012 combined) and after • Thorough and customised programmes to address current market concerns
which 100% deduction for the balance expenditure • Illustrations of real life case studies
exceeding the cap of $800,000. You can enjoy up • Comprehensive course documentation
to 68% of tax savings from attending our trainings • Strictly limited numbers
which means you only need to pay 1/3 of the
course fees
Proudly Organised by:
• Alternatively, businesses can opt for a non-taxable
cash payout option of 30% of up to $200,000
(year 2011 and 2012 combined) meaning up to a
maximum of $60,000
* This includes both trainings in Singapore and overseas
* Both local and foreign employees are eligible
* Course fees only

2. Workshop Overview DAY 1 | 8th November 2012
Cards have been used as widely accepted electronic payment
method that has a large consumer base. Whether it is a credit or GAIN NEW INSIGHTS ON DIFFERENT CUSTOMER
debit card, there is no denying the convenience of not carrying ACQUISITION STRATEGIES
large amounts of cash to the consumers. However, for the card
Acquiring good quality accounts within the banked base
issuers the consumers using the cards represent a large part of
Fully leveraging the distribution networks available
their customer base. As a testament to this fact, the issuers are
Branches
actively pursuing new card members.
Direct sales teams
3rd parties
Marketing has always been creating something of value and
Above-the-line and below-the-line marketing strategies
communicating its worth to potential customers. When it comes
and campaigns
to consumer cards, there is also the need to keep the existing
Using other bank product information to cross sell cards
card members interested and encourage utilization of the card.
Product enhancements
Therefore, the card issuer will employ various strategies to retain the
Rewards
card member’s interest and continue using the credit card besides
Merchant discounts programs
promoting their other card products to gain more card members.
Value of flexible customised card designs
These strategies will be addressed to identify the aspects which
Product packaging strategies
can be used as leverage in order to grow the existing portfolio in
Sales collaterals and customer brochures, forms and
this highly interactive workshop.
documentation, including
printed materials
WHO SHOULD ATTEND customer online materials
online application processes
This course is addressed to Credit Card Executives of financial intranet materials and information for sales & channel staff
institutions from the following department / with the following The value of creating a “sales champion” culture
designation:
GETTING A HEAD START WITH THE NEW CARD
Marketing / Branding
Importance of securing card activation at the very early
Reward & Loyalty stages of new card acquisition
Acquisitions, Cards Business Leveraging 3rd party programs eg Insurance Companies
Product Owners / Portfolio Management where monthly premiums are charged to card account
Importance of data management strategies in being able to
Product Development
rank customers by
Spend volume
WHY YOU CANNOT MISS THIS EVENT Domestic spend vs International spend
Transaction volume
This 2 day workshop on cards marketing will be covering the various Net Revenue
strategies employed by cards issuers in cards marketing. Utilizing Expanding card usage to new spend categories
data on consumer spending habits and having a wide variety of
media channels allows for more efficient marketing methods, and it INCREASING SHARE OF WALLET & ENCOURAGING CARD
opens up new opportunities to develop better products and perform USE
cross selling.
Increasing share of wallet / purse – obtaining customer’s “top
of wallet / purse” position
Facilitated by a highly experienced payment solution professional,
Securing satisfactory results on key performance indicators
this engaging and thorough workshop is something not to be
such as spend per card/annum, domestic vs overseas,
missed.
lifestyle spending vs aspiration spend
Displacing cash and cheque
Programme Schedule Regular usage promotions including merchant discounts eg
dinning awards
(Day 1 - Day 2)
08:30 Registration KEEPING CARDMEMBERS LOYAL
09:00 Morning Session Begins Strategies in securing longstanding and profitable customer
10:40 - 11:00 Refreshments & Networking Break relationships and minimising attrition
12:45 Luncheon Are you losing the highly valued customers, whilst retaining
14:00 Afternoon Session begins the less valued customers?
15:30 - 15:50 Refreshments & Networking Break Review how customer service call centre team can help
17:00 Course Ends avoid unwanted customer attrition
The value in customer surveys post attrition
Review the customer data management strategies that
can provide customer intelligence and allow appropriate
PRE-COURSE QUESTIONNAIRE
decisions
To ensure that you gain maximum value from this course, a detailed
questionnaire will be forwarded to you upon registration to establish
your exact training needs and issues of concern. Your completed In-House Training
questionnaire will be analysed by the course trainer prior to the event Cost effective In-house courses, tailored specifically to your
and addressed during the event whenever possible. You will receive organisation’s needs, can be arranged at your preferred location and
a comprehensive set of course documentation to enable you to time. If you would like to discuss further, please contact our In-house
digest the subject matter in your own time. division at iht@unistrategic.com.

3. DAY 2 | 9th November 2012 ABOUT YOUR COURSE FACILITATOR
Peter Gordon is a commercial payments / cards and credit card
EXPLORE DIFFERENT METHODS FOR PRODUCT industry veteran having specialized in commercial payment
STRATEGIES AND MAINTAINING CARD RELEVANCE solutions since 1992, though Peter began his long credit, charge,
debit and prepaid card industry journey in 1979.
Product lifecycle strategies
identifying customers that have moved into elevated Prior to establishing Peter Gordon Consulting, Peter managed
status and are ripe for product upgrade MasterCard’s commercial payments business in Asia Pacific,
strategies to keep products ‘fresh’. Re-packaging Middle East and Africa.
strategies, re-branding strategies and relaunching existing
products Peter has a wealth of knowledge across all commercial card and
value of card design in product lifecycles business segments
Product simplification strategies
Micro Small Business
how a complex or unclear product range could be confusing
customers and most critically your sales channel staff Small Business
Customer Lifecycle strategies Mid Market
Understanding customers’ needs as they move through Corporate Large Market
their own life’s journey Multinational
Wealth segment strategies Public Sector – local, state to federal government sectors
how to best leverage your VIP customer segment and
ensuring you have clear focus During his time at MasterCard (May ’00 to Dec ‘08), Peter
Includes customer identification strategies revolutionalized the sales and marketing strategies with MasterCard
Commercial Payment Solutions. Peter’s success was recognized
GET PRACTICAL APPROACHES ON REACHING OUT TO by being awarded MasterCard’s highest recognition – Global Sales
THE MASSES Champion and Asia Pacific Regional Sales Champion (2004).
This early success continued where Peter was Runner-up Sales
Customer communication strategies Champion Asia Pacific in 2007.
What are the best communication channels in the modern
world of multi and social media Also during this tenure, Peter assisted over 50 banks to implement
The value or otherwise of statement messaging and innovative commercial payment solutions, across multiple business
inserts segments.
Home Banking web site
Internet site ensuring messaging is regularly monitored Prior to MasterCard, Peter worked in the Australian Credit Card
and updated Industry - Commercial Bank of Australia, Westpac Banking
Value of a customer “Inquiries” screen on website Corporation and Commonwealth Bank of Australia. Peter managed
Branches & Network the P&L, sales and product management of the commercial cards
How to best leverage the branch footprint in product business at Commonwealth Bank.
awareness, promotions
Direct and indirect communication strategies Before specialising in commercial payments, Peter’s experiences
Use of 3rd party channels and cross and expertise included product management consumer card
Internal communications with sales network portfolio above (in Australia) for standard, premium, affinity and
private label card programs. His responsibilities includes business
STRATEGIES TO MAXIMISE CARD PORTFOLIO metrics ie P&L, revenue, costs, customer segmentation strategies
PERFORMANCE & REVENUES – specialised & greater targeted marketing, product innovation,
Performance and customer segmentation management, brand marketing, customer acquisition, usage and retention as well
through metric reporting and dashboards as channel sales. Notable highlights include creation of numerous
Alternative customer segmentation strategies customer acquisitions, usage, activation and retention marketing
Maximising business performance and profitability campaigns (at one stage, Westpac was the leading issuer of direct
Increase revenues through customer segmentation eg mail in Australia).
separating business users from consumer card portfolios
Value of regular product and performance health checks Peter was on the project team which launched the world’s first
Market benchmarking, research and mystery shopping Government procurement card program – Australian Government
Creating effective sales teams – in 1985. And in 1996, Peter launched the world’s first one-card
Optimizing customer service and account management solution.
strategies plus leading service level standards
The value of continual 360° internal and external reviews Clients that have benefited from Peter’s Expertise
Product, Customer Service, Collections & Risk and Card UOB Westpac
Systems teams
DBS Commercial Bank of Dubai
Standard Chartered Bank Emirates NDB
LEVERAGING CARD SYSTEMS
Citibank HSBC
Knowing card system functionality and capabilities Taipei Fubon Bank Mashreq Bank
Using potential hidden, forgotten or unknown card China Merchants Bank KEB
system functionalities that could ensure customer value Guangdong Development Kookmin Bank
proposition Bank GE Capital
Ensuring that product team have strong input into new card Agricultural Bank of China Mitsubishi UFJ
system functionalities and enhancements that could bring Bank of China Mizuho Bank
value to customer and products Commonwealth Bank Hitachi Credit Japan
The value of regular product planning sessions with Card
Systems experts

4. Consumer Cards Marketing Strategies
Sales Contract Venue and Date
Please complete this form immediately and fax back to Grand Millennium Sukhumvit, Bangkok, Thailand
Alex (SOC): (65) 6825 9580 Workshop 8th - 9th November 2012
DELEGATES’ DETAILS
Workshop Fee
Name:______________________________________________
SGD 3,195 per delegate
Position: ____________________________________________ SGD 2,995 per delegate if 2 or more delegates sign up
Fee inclusive of course documentation, luncheons, refreshments and
Email: ______________________________________________ 15% services charge.
The above amount payable is net withholding taxes or any other taxes,
Name: _____________________________________________ if any.
Position: ____________________________________________
Registration and Enquiries
Email: ______________________________________________
UNI Strategic Pte Ltd
Name: _____________________________________________ 20 Science Park Road,
#01-26/30, TeleTech Park,
Position: ____________________________________________ Singapore Science Park II,
Singapore 117674
Email: ______________________________________________
Contact Alex Song (SOC)
*Company Details Direct Line: (65) 6825 9561
General Line: (65) 6825 9579
Organisation: ________________________________________ General Fax: (65) 6825 9580
Email: alex.s@unistrategic.com
Address: ____________________________________________
Payment Method
___________________________________________________
Credit Card:
___________________________________________________ Please debit my VISA MASTERCARD
Town:____________State:___________Postcode:___________ Card Holder’s Name:_________________________________
Tel: ( )__________________ Fax: ( ) __________________
Card Number:
Nature of Business: ___________________________________
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Company Size: ______________________________________ Security Code:
*Finance Department Contact Details
Signature: _________________________Expiry Date: _____/_____
Name: _____________________________________________ mth year
Position: ____________________________________________
Hotel Accommodation
Email: ______________________________________________
Accommodation is not included in the training fee. To make
Contact Number: _____________________________________
a reservation for accommodation at the training venue at our
corporate rate, please contact the respective hotel.
*Authorisation
Signatory must be authorised to sign on behalf of contracting Grand Millennium Sukhumvit, Bangkok, Thailand
organisation. 30 Sukhumvit 21 (Asoke) Road, Bangkok 10110
T: 662 204 4000 | F: 662 204 4199
Name: _____________________________________________
E: hotel@grandmillenniumskv.com
W: www.grandmillenniumskv.com
Position: ____________________________________________
Contact: Ora-orn Chimkleeb (Catering Sales Manager)
Signature: _______________________Date:_____ /_____/____
D 66 2 2044035 | F 66 2 2044188
This sales contract is invalid without signature & company stamp
*Mandatory field Event Code: SGT 1391
Cancellations/Substitutions
If you are unable to attend, a substitute delegate is always welcome at no additional charge. All bookings carry a 50% liability immediately after a fully completed sales contract has been received by the UNI office. Please
note that a written notice of the cancellation must be received via mail or fax 3 weeks prior to the event date in order to obtain the balance of the event fee as a credit to be applied against another UNI conference, summit or
training course. All fees are inclusive of an 15% service charge, which is completely non-refundable and non-creditable. Cancellation of any event with less than 3 weeks notice prior to the event date carry a 100% liability,
however the delegate will still be entitled to a complete set of course documentation. Payment must be made within 5 working days upon registration and in agreement, UNI will not be able to mitigate its losses for less than
50% of the contract value in case of dispute with the client or cancellation of this contract by any one party. UNI reserves the right to cancel or make any other changes to the content and timing of the events or speakers for
reasons beyond its control. If for any reason UNI decide to amend these conferences, summits or training courses, UNI is not responsible for covering airfare, hotel or other costs incurred by registrants. In the event that UNI
cancel the event, UNI reserves the right to transfer this booking to another event or to provide a credit of an equivalent amount to another event to be held within the following twelve months.
INDEMNITY: Should for any reason outside the control of UNI, the venue or speakers change, or the event be cancelled due to an act of terrorism, extreme weather conditions or industrial action, UNI shall endeavour to
reschedule but the client hereby indemnifies and holds UNI harmless from and against any and all costs, damages and expenses, including attorney fees, which are incurred by the client. The construction, validity and per-
formance of this Agreement shall be governed in all respects by the laws of Singapore to the exclusive jurisdiction of whose Courts the Parties hereby agree to summit.