Loyalty Programme

The challenge
Friends First sell a comprehensive range of investment and protection products through a network of independent brokers throughout Ireland. Friends First wanted to add real value to their relationships with their brokers by becoming a strategic partner.

The solution
Friends First wanted to establish a unique alliance with the individual broker, a partnership that would be as unique as a signature. A two-part programme mailing was developed.

Phase 1 was a hand-signed letter sent to target brokers requesting their signature.
In Phase 2 each broker who supplied their signature received a box carrying the message ‘This unique pen already has your signature…’. Inside, a brochure continued the message by saying ‘…this opportunity awaits it’. It outlined details of the proposed Friends First Distribution Partnership and was accompanied by a top quality pen with their personal signature engraved upon it.

The results
Phase 1: Yielded an 88% response with signatures within two weeks of mailing.
Phase 2: Still in progress.