Bad Credit Card Marketing 101: Get Our Card, It’s The Heaviest

There are many things that public relations teams from banks can choose as the “hook” they can set that gets you to apply for a specific credit card. Maybe you’re looking to get customers looking for a card offering a low-interest rate or interest-free balance transfers. Others like a cashback card or one that has the appearance of ease when redeeming points. Points and miles people love a card with a high signup bonus and excellent bonus categories. Even better if you earn transferrable points which can be used to book awards on aspirational aircraft or luxury hotels.

But this card has figured it out and their pitch is brilliant.

Get our card cause it’s the heaviest one available.

How can I resist? Look at their marketing comparing the weight between cards. They’re they Heavyweight Champion!

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I haven’t been this interested in card weight since the post on TPG about which metal card was the strongest. The Black Card won that contest as well, maybe spurring on this current ad campaign.

Hidden in the small print is the card’s $495 annual fee. What benefits does it provide?

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Since it’s not that clear, I’ll break it down.

You receive one point per dollar spent. Those points are worth:

  • 2 cents each when used for travel redemptions
  • 1.5 cents each as a cashback credit

You also get a Priority Pass membership, which they auto-enroll you for unlike other cards where you have to apply after getting the card, $100 annual airline credit and a $100 Global Entry or TSA Precheck credit. The $500 travel value is actually benefits when booking through their concierges such as early check-in, free Wi-Fi or free breakfast. At least the card doesn’t charge any foreign transaction fees.

Despite the weight of the card, it doesn’t stand out of the crowd except for its exceptionally high annual fee. In fact, when I told Sharon that I received an application for the Black Card, I assured her it wasn’t for THAT Black Card.

AMEX Centurion Black Card

I’m sure that the company marketing this card is hoping the confusion between the two cards might get some additional applications.

The same could be said as when I mentioned to my dad I wanted a set of wireless noise-canceling headphones and received these for my birthday.

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When it comes to the Black Card, all I have to say is:

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This post first appeared on Your Mileage May Vary

 

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