Manuela Feiffer (INGBazar): “We focus only on the Challenges we know we can win. This way, we use our energy where it matters.”
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INGBazar is one of the most important and ambitious marketers in the Business League. A banking cashback program that currently ranks 3rd place in Corporations, just one step away from the land of the Unicorns.
To achieve and maintain such results, you need people who know what they want. And, most importantly, people who know how to get what they want. In the case of INGBazar, two strong women are those people: Manuela Feiffer (Partnership Manager) and Corina Catrinoiu (Marketing Lead, Shopping Platform).
We spoke with them, and Manuela’s answers are sure to shed light and inspire. A conversation about plans, efficiency, passion and joy for the game, numbers, and users. And a small spoiler motto from her: Show me the moneeey! 😀
Your evolution in the Business League
After a strong restart, this year we continued where we left off last year, but with the same approach: playing for the game. Without pressure. If you allow stress to get in, you lose all the fun. I play for enjoyment, not with strain. I enjoy the experience, no matter the outcome. Of course, I’m even happier when the result is as expected.
What are the specific challenges of a banking cashback program? And what are the restrictions and advantages?
Our biggest differentiator is that we are a closed platform, an exclusive service for ING clients. This means we focus on exclusive, special offers worth showing to our clients.
For partner merchants, we are a large, strong partner with over 1 million digitally savvy clients in Romania and international reach. At the same time, our brand comes with requirements for quality in the client experience (yes, we continually clean up the list of active merchants) and restrictions on the categories of goods and services we list. This is only natural to ensure a pleasant experience for both sides.
Opportunities to grow the relationship with a specific advertiser. What are they, and what do they depend on?
Everything depends on trust and keeping promises. If both parties do their job well and stick to their commitments, the relationship grows naturally. It’s simple: trust is key.
What are the advantages of working with stores through affiliation vs. direct relationships?
Affiliation takes many burdens off your shoulders because the network handles the operational side. Plus, many times, you don’t even get to talk directly to partners – the network intermediates everything.
On the other hand, direct relationships allow you to build something authentic. You talk directly to people, get to know them, and create a real connection. It depends on what you want: efficiency or a more personal relationship. Ideally, both.
Tell us a bit about the user database you target and how you activate these users.
We have a large base of active, digital clients, with access to numerous offers and the ability to find the best combinations. The challenge is to keep them interested without overwhelming them. This means well-thought-out campaigns, relevant to them, but also a frequency that doesn’t tire them. You always need to find balance – to be present, but without becoming annoying.
From your experience, what is the best time for an affiliate partner to run a promotion? How long does it take for a promotion to reach its potential?
It depends on the category in which the merchant operates and on seasonality. The beginning of the month works well – our clients reserve offers they are interested in to ensure they get the benefit for that month. Generally, a promotion reaches its potential in about 7 days. If you have a clear message and a good offer, users respond quickly.
Challenges in Business League: How do you approach them? How important are they to you?
- How do you approach them? I focus only on those I know I can win. The rest I ignore. This way, I use my energy where it matters.
- How important are they? Very. Challenges are the engine that drives me forward.
How helpful are offline marketing campaigns run by advertisers? Do you have a few examples of good practices?
They help when advertisers involve us directly in their communications. However, the most frequent and most useful approach is for us to amplify their messages through our own channels. This creates the greatest impact. This requires open and timely communication about advertisers’ campaigns.
If you were to offer one piece of advice to players just discovering affiliation/Business League, what would it be?
Don’t take yourself too seriously. It’s an experience to learn from and enjoy. Don’t forget to have fun along the way!
What are your plans for 2025, both in the Business League and outside the competition?
I want us to win everything that can be won! 2025 is the year to maximize everything – performance, partnerships, results. Simply put: Show me the money! 😀
