Understanding the customer journey
Following a website redesign a few years ago, Nmédia was again commissioned to support UNI in marketing its mortgage products. The financial institution’s objective was to attract new leads via new loyalty strategies.
A mortgage is a lifelong project involving major investments, sometimes linked to significant life events. This mandate’s primary aim was to provide future first‑time buyers with the best possible support throughout their journey. To help UNI achieve its goal, our teams decided to stage the “Ma maison, ma façon” competition at the Salon national de l’habitation 2020. However, to collect leads more efficiently and ensure they were truly qualified, our teams coupled this competition with a marketing automation tool rather than simply collecting contact details and information.
To achieve this, our team and UNI created a mortgage pathway that was in line with the economic reality of the New Brunswick region and that fitted in well with UNI’s ecosystems. Depending on where customers were in this journey (thinking about a future purchase in a few years, actively looking for a mortgage, renewing a loan, etc.), the idea was to associate a relevant content strategy with it. This content, provided by Nmédia, could be financial strategy blog articles, pre‑qualification tools or customer support strategies.
A loyalty and relevant content strategy
The customers themselves determined this position during the competition. Visitors to the show and the UNI stand could take part in the competition on an iPad in various stages. Depending on the visitor’s profile and position in the mortgage path, different prizes were offered, and forms were generated. To validate their entry, customers had to make an appointment with a UNI financial advisor to discuss their mortgage.
Our teams used the Actito platform, a Customer Activation and Marketing Automation software, to distribute content to suitable profiles. Based on the customer profile filled in on Actito, customers were categorized into personas with different targeting options. This tool was used to automate the mailings determined by the strategy with the various relevant contents. This content maintained customer interest and requalified them by returning them to the mortgage path.
