Case Study : Emigrant Direct
CHALLENGE
EmigrantDirect.com would be entering the extremely competitive financial services space with an unknown brand, which meant establishing credibility and awareness from the onset. In addition, although EmigrantDirect.com was positioned to dedicate sizeable resources to the task at hand, the marketing budget would be less than established market leaders such as ING Direct. With both of these factors in play, driving cost-effective customer accounts would pose quite a challenge.