Prepaid Marketing for Online Success

The new season of Dexter kicks off soon and serial killers beware as undoubtedly Dexter’s “gonna get you” but Dexter is nowhere as potent or lethal in his actions as are some prepaid stakeholders who are killing prepaid credit cards.

Now, it would be wrong to pin the blame for the failure of prepaid credit cards on poor marketing given the burgeoning number of prepaid credit card programmes which have flawed value propositions, antiquated operations and legacy back end systems but the failure to launch a slick front end operation accounts for a number of programmes biting the proverbial dust.

It is interesting to note that stakeholders and decision makers that invest somewhere in the region of £60k+ in the setup of these prepaid credit card programmes shy away from making the requisite investment of even 10% in marketing and supporting the launch of these prepaid credit cards.

A few interesting conversations with regards to the launch of these prepaid credit cards include

• We have a huge third party database as well as existing customers who will surely be interested in this programme so we do not really need to do anything else
• Our programme has the same pricing structure and setup as that successful big brand prepaid credit card proposition. We cannot go wrong.
• We really do not see the card programme as a profit centre – so do not really wish to invest in the programme.
• And my personal favourite, I think we will invest in the marketing if the programme does well in the first six months.

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