Customer Relationship Management

Affinity Partnership Marketing

Cause Related Marketing

quotesJohn’s detailed knowledge of the UK financial services arena, together with his considerable contacts in the affinity partnership sector, has proved invaluable to us as we seek to grow the fundraising contribution from our trading subsidiary; Poppy Direct.

Russell R. Thompson, Director of Fundraising & National Events, The Royal British Legion

Perfect Partners

A summary of some projects for PTCM partners can be found in this section:

The Royal British Legion – Poppy Direct

We value the long-term relationship that we enjoy with this well-known charity and membership organisation. We have been retained since 2005 to manage all of their corporate affinity partnership schemes and fundraising activities from financial products and services through their trading subsidiary, Poppy Direct.

We are responsible for a wide-ranging affinity partnership programme enabling their large database of membership/supporters to take advantage of a comprehensive range of competitive financial products and services.

LV= Liverpool Victoria

Since 2004 we have provided ongoing tactical and strategic advice on marketing to the Over 50’s. As a result, Liverpool Victoria has in place a very successful and resilient customer acquisition programme for their ‘50 Plus’ Guaranteed Acceptance, Whole of Life Assurance Plan.

More recently we have gone the extra mile for them by suggesting several new exciting distribution opportunities across a range of products.

Coventry Building Society

Having identified a potential market to launch savings accounts in conjunction with a well-known charitable cause, we approached a number of building societies with experience in the affinity sector. Coventry Building Society had all the necessary attributes, being one of the UK’s largest and most profitable mutual building societies.

Poppy Bond, a 1-year fixed rate bond, was launched on 1 November 2008 to coincide with the Remembrance period and the Legion’s annual Poppy Appeal. This was a classic cause-related marketing campaign. It was the first product of its kind and became the largest selling savings bond in the Society’s history.

AXA Sun Life

We have helped AXA Sun Life to establish a successful affinity partnership with The Royal British Legion. A regular direct mail programme is in place to promote simple, affordable funeral expenses and guaranteed whole of life products to Legion members in the 50-80 age range.

Other work for this client includes carrying out a detailed marketing audit to help AXA Sun Life to benchmark their direct response marketing media effectiveness against their major competitors. We have also helped them to improve their direct marketing response rates by introducing them to one of our key business associates, MicroMatch Marketing.

National Australia Bank

Perfect Timing was chosen to help launch their UK Wealth Management Enterprise. To announce the new service to high net worth customers of their 3 UK bank subsidiaries, we developed a highly innovative creative format for a questionnaire mailing.

Neatly incorporating all the requirements of each Bank’s Brand Guidelines, the use of a strong incentive sourced by us prompted droves of customers to provide key personal information to assist their branch based financial planners.

Zurich Financial Services

We were retained by this major international insurer to source new affinity partners on their ‘Guaranteed Account’ investment product, an innovate retail bank deposit account, available through Zurich Bank.

We set up various affinity partnership deals on their behalf, some of which involved direct mailings to Daily Telegraph readers and to customers of a major UK retail organisation.

Age Concern Enterprises Ltd

Age Concern Enterprises Ltd is the trading arm of Age Concern England. They have offered a range of insurance services to the elderly since the 1980s.

We were invited to submit proposals to provide a regular flow of leads in support of their advisers specialising in giving advice to the elderly on long term care insurance provision.

We devised a powerful, yet sensitive, direct mail campaign, based on the key consumer message trigger: ‘protecting your independence’. We also carried out detailed post-campaign analysis that provided a blueprint for subsequent activity.

Clearwater Wealth Management

We have worked for this highly professional, fee-based, IFA organisation for the last 6 years. As retirement income specialists, life long Cash Flow forecasts are used to demonstrate whether or not clients can look forward to the lifestyle they desire or whether action may be required to enable this to happen.

We have helped the partners to develop their business plan. We also manage a robust direct marketing programme on their behalf that generates a regular flow of high quality leads from consumers who have built large pension funds and are close to retirement. Regular mailings are carried out to targeted prospects that may be attracted to more flexible alternatives than conventional annuity arrangements, afforded by Unsecured Income/Drawdown schemes.

To find out more about PTCM or arrange a meeting to discuss your CRM requirements, please email:

Perfect Timing contact details

• John Horton, Managing Director, M IDM
• David Addiscott, Business Development Director


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56 Greek Street, London W1D 3DU


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Perfect Timing Clients include:

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