According to several studies, comments from a friend or colleague are more likely to motivate this group than a traditional ad. Once this key audience has been captured, they are loyal. Millennials are likely to use social media to spread the word about a product or service that has their stamp of approval.

Banks have recognized the challenge of differentiation in a very competitive market. Many have identified metal credit cards as a way to create a physical point of contact with customers, something that is missing in today’s Internet world, where the physical engagement is a keyboard or screen. An eye-catching design is being used along with the novelty of the metal card to elevate the positioning of the cards and their delivery. Even digital banks are using this physical product to enhance their image and send a message.

The metal card is an excellent, eye-catching, and conversation-provoking item that aligns perfectly with marketing to exclusive customers, who respond to the influence of others.

Card issuers can use metal cards as a visible part of their robust rewards and benefits package to differentiate their brand and capture market segments that demand a “premium” or prestige product. This is particularly true for companies looking to attract and retain millennials.