ING: On Message Once Again

If you're an ING Direct customer, you recently received an email thanking you for being a customer of the bank. Not something we typically see from financial institutions. Have you ever received an email like this?

But, more important than the fact that ING is using email to stay in touch with its customers, is the fact that the bank recognized the email as an opportunity to reinforce its "save your money" message. Check out the closing of the email:


Much like my experience with the banker/baristas at the ING Cafe in Chicago, this is a great example of how ING is constantly looking for ways to remind us, both directly and indirectly, that the bank is here to help you save your money.

What message are you putting out there?

Targeting the First-Time Home Buyer Mindset

Many institutions target first-time home buyers in some capacity; but, I wanted to draw your attention to ING Direct’s Move Out, Move Up! campaign, as it really works to tap into the mindset of first-time home buyers.

The frustrations associated with renting an apartment are well-known. And, ING plays on three of them in their humorous animated website – having a baby, moving in together and getting away from bad neighbors. The site establishes a connection with these renters by stating what they are undoubtedly experiencing “Paying rent isn’t just getting old, it’s getting expensive.”

It continues to say that “Now may be the time to move out and move up.”

The site has games and videos associated with each of the three scenarios – and really does a great job in appealing to those first-time home buyers looking for an fresh and approachable presentation of mortgage products. ING does a great job in presenting a solution to a need, in this case it’s the need for more space that comes with having a baby or moving in with someone; or getting away from the hassle of bad neighbors and apartment buildings.

Perhaps the greatest value of the site is the fact that ING will pay the closing costs for those people that find a hidden code on the website (it’s not that difficult to find). This encourages the user to search throughout the website for both the code and the prompt where the code should be entered. After entering the correct code, ING issues a certificate which covers the closing costs.

Overall, this site does a great job tapping into the needs of first-time home buyers, rather than simply telling them what mortgage products and rates you can offer them – and it’s presented in a fresh, appealing and fun way that’s easy to navigate and understand.

Electric Orange

“America's first all–electronic, paperless checking account is going to change the way you do your banking.”

Can a checking account really “change the way you do your banking”? This is precisely how ING Direct begins its description of Electric Orange, the institution’s recently launched checking product.

The account is positioned to target those who want a high interest checking account (4.00% - 5.30%, depending on the balance), and the conveniences of a sophisticated online experience and an extensive ATM network - ING has teamed up with the Allpoint Network to offer account users free access to over 32,000 ATM’s across the country. The account compliments ING Direct’s popular high yield savings accounts and is directly in-line with its strengths as an institution capable of delivering high rates, a great electronic experience and straightforward, easy to use products.

The account is definitely a departure from traditional checking accounts in that it encourages electronic check writing and bill pay as opposed to using paper checks and check books. It’s not surprising that this is the case given ING Direct’s online delivery focus and target market.

Electric Orange isn’t for everyone; it’s targeting those who don’t necessarily value the “benefits” of traditional checking accounts. ING recognizes that this target doesn’t necessarily value a free order of checks, or a checkbook at all for that matter; and as a result, they have created a product with a different, more focused value-added that can definitely change the way that its customers do their banking.