Card payment processing company, HSBC Merchant Services, wanted to generate new business leads within specific trade sectors. The first in a series of campaigns, targeted the Pub and Restaurant market.

How do you begin to establish business for a company independently of its former well-known owners?

In 2009, HSBC Merchant Services was sold to leading worldwide card payment processing specialists Global Payments. Whilst a marketing agreement continues with HSBC bank, the Merchant Services company wants to independently establish their own portfolio of customers, particularly in the SME sector. By planning a series of campaigns, each targeted at a specific trade sector, HSBC Merchant Services is able to deliver a strong and relevant message to encourage new sign ups. The first activity, aimed at the pub and restaurant sector, offered new customers a 10% saving and was communicated over a ten week period in trade press, through online banners and a direct mail sent to over 100,000 businesses.