The Royal Bank of Scotland is trying to foster greater customer loyalty
among its more affluent account holders with the launch of a glossy A4
customer magazine.
Royal Bank Gold is being written by the bank’s in-house team, edited by
John Mayes and will be produced by Edinburgh-based design agency
Marketing Advantage. It will be posted quarterly to the bank’s 130,000
Gold Cheque Account customers.
The perfect-bound, general interest magazine will carry news updates,
features, money matters, competitions, offers and third-party
advertising.
‘The magazine is not specifically designed as a major response mechanism
but as a reward to demonstrate to our Gold Cheque Account customers that
they are especially valuable to us,’ says Frank Kirwan, the bank’s
director of UK retail banking.
Royal Bank of Scotland Gold Cheque Account holders must have a gross
salary of pounds 30,000, joint salaries of pounds 45,000 or assets of
pounds 200,000.
* A RSGB survey of 1,017 adults, commissioned by contract publisher
Beyond Communications, has found insurance companies that provide a
customer magazine are three times more likely to be perceived as
communicating very well than those companies that don’t. Banks and
building societies which provide a magazine are 50 per cent more likely
to be regarded as good communicators.
