Webinar on "Good Practices in Promoting Microinsurance Products"
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The webinar discussed good practices in promoting microinsurance products. It provided a 10 step framework for developing a successful promotional campaign including selecting target audiences, defining goals and messages, developing creative elements, and choosing communication channels. Three case presenters then shared examples from Haiti, South Africa, and Guatemala. Their promotional campaigns utilized a variety of channels such as radio, print, online, and in-person events to raise awareness and drive sales of microinsurance policies tailored to low-income customers.
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Webinar on "Good Practices in Promoting Microinsurance Products"
- 1. WEBINAR ON Good Practices in Promoting Microinsurance Products Presenter: Presenter: Moderator: Nancy Lee Miguel Solana Jasmin Suministrado President Microinsurance Officer Knowledge Officer Social Marketing Services Microinsurance Innovation Facility Microinsurance Innovation Facility Case Presenter: Case Presenter: Case Presenter: Isabelle Delpeche Leticia Goncalves Tlalane Ntuli Microinsurance Manager Microinsurance Fellow Marketing Manager Alternative Insurance Company Aseguradora Rural Mass and Foundation Cluster, Old Mutual 1 Haiti Guatemala South Africa
- 2. Interfacing with the webinar system Hides/unhides the control panel Polls will also be opened during the webinar – participate by clicking on your answers Tell us what you think. Type your questions/ comments here even while the Please send chat presentation is on- TO STAFF going. 2
- 4. IN THE PANEL Good Practices in Promoting Microinsurance Products Presenter: Presenter: Moderator: Nancy Lee Miguel Solana Jasmin Suministrado President Microinsurance Officer Knowledge Officer Social Marketing Services Microinsurance Innovation Facility Microinsurance Innovation Facility Case Presenter: Case Presenter: Case Presenter: Isabelle Delpeche Leticia Goncalves Tlalane Ntuli Microinsurance Manager Microinsurance Fellow Marketing Manager Alternative Insurance Company Aseguradora Rural Mass and Foundation Cluster, Old Mutual 4 Haiti Guatemala South Africa
- 5. Demand Determinants Evidence First sale Renewal Determinant available effect size effect size Value proposition MEDIUM- (and its perception) HIGH High Trust HIGH Medium Insurance awareness, LOW – Medium- knowledge and skills MEDIUM high Behavioural incentives MEDIUM – and constraints HIGH High Access to other coping mechanisms MEDIUM Medium Wealth and liquidity constraints HIGH Medium 5
- 6. Marketing Defined • « Creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners and society. » American Marketing Association • Promotion (Communicating) is only one of the marketer’s activities 6
- 7. 4 Tools in the Toolbox • Product: Features of the Policy • Price: Premiums, Payment Schedules, Payouts • Place: Where, How, When Sign Up and Renew • Promotion: Persuasive Communications 7
- 8. Role of PROMOTION • The Tool We Count On To Ensure The Target Audience: Knows About Offer (Product, Price, Place) Believes Will Experience Stated Benefits Acts 8
- 9. 10 Steps to a Successful Promotional Campaign 1) Provide Background Information Potential 10) Implement, Evaluate & 2) Describe the Revision Recommend for Future Offer Potential 3) Set Revision 9) Decide on Budget & S.M.A.R.T. Implementation Plan Goals 4) Select & Describe 5) Identify Target Audience 8) Define Barriers, Benefits, C Evaluation Plan ompetition 7) Develop & Pre-Test 6) Write a 1-2 Page Promotional Strategy Creative Brief 9
- 10. 10 Steps to a Successful Promotional Campaign 1) Provide Background Information Potential 10) Implement, Evaluate & 2) Describe the Revision Recommend for Future Offer Potential 3) Set Revision 9) Decide on Budget & S.M.A.R.T. Implementation Plan Goals 4) Select & Describe 5) Identify Target Audience 8) Define Barriers, Benefits, C Evaluation Plan ompetition 7) Develop & Pre-Test 6) Write a 1-2 Page Promotional Strategy Creative Brief 10
- 11. 10 Steps to a Successful Promotional Campaign 1) Provide Background Information Potential 10) Implement, Evaluate & 2) Describe the Revision Recommend for Future Offer Potential 3) Set Revision 9) Decide on Budget & S.M.A.R.T. Implementation Plan Goals 4) Select & Describe 5) Identify Target Audience 8) Define Barriers, Benefits, C Evaluation Plan ompetition 7) Develop & Pre-Test 6) Write a 1-2 Page Promotional Strategy Creative Brief 11
- 12. 10 Steps to a Successful Promotional Campaign 1) Provide Background Information Potential 10) Implement, Evaluate & 2) Describe the Revision Recommend for Future Offer Potential 3) Set Revision 9) Decide on Budget & S.M.A.R.T. Implementation Plan Goals 4) Select & Describe 5) Identify Target Audience 8) Define Barriers, Benefits, C Evaluation Plan ompetition 7) Develop & Pre-Test 6) Write a 1-2 Page Promotional Strategy Creative Brief 12
- 13. 10 Steps to a Successful Promotional Campaign 1) Provide Background Information Potential 10) Implement, Evaluate & 2) Describe the Revision Recommend for Future Offer Potential 3) Set Revision 9) Decide on Budget & S.M.A.R.T. Implementation Plan Goals 4) Select & Describe 5) Identify Target Audience 8) Define Barriers, Benefits, C Evaluation Plan ompetition 7) Develop & Pre-Test 6) Write a 1-2 Page Promotional Strategy Creative Brief 13
- 14. 10 Steps to a Successful Promotional Campaign 1) Provide Background Information Potential 10) Implement, Evaluate & 2) Describe the Revision Recommend for Future Offer Potential 3) Set Revision 9) Decide on Budget & S.M.A.R.T. Implementation Plan Goals 4) Select & Describe 5) Identify Target Audience 8) Define Barriers, Benefits, C Evaluation Plan ompetition 7) Develop & Pre-Test 6) Write a 1-2 Page Promotional Strategy Creative Brief 14
- 15. 10 Steps to a Successful Promotional Campaign 1) Provide Background Information Potential 10) Implement, Evaluate & 2) Describe the Revision Recommend for Future Offer Potential 3) Set Revision 9) Decide on Budget & S.M.A.R.T. Implementation Plan Goals 4) Select & Describe 5) Identify Target Audience 8) Define Barriers, Benefits, C Evaluation Plan ompetition 7) Develop & Pre-Test 6) Write a 1-2 Page Promotional Strategy Creative Brief 15
- 16. 10 Steps to a Successful Promotional Campaign 1) Provide Background Information Potential 10) Implement, Evaluate & 2) Describe the Revision Recommend for Future Offer Potential 3) Set Revision 9) Decide on Budget & S.M.A.R.T. Implementation Plan Goals 4) Select & Describe 5) Identify Barriers, Target Audience 8) Define Benefits, Evaluation Plan Competition 7) Develop & Pre-Test 6) Write a 1-2 Page Promotional Strategy Creative Brief 16
- 17. 10 Steps to a Successful Promotional Campaign 1) Provide Background Information Potential 10) Implement, Evaluate & 2) Describe the Revision Recommend for Future Offer Potential 3) Set Revision 9) Decide on Budget & S.M.A.R.T. Implementation Plan Goals 4) Select & Describe 5) Identify Target Audience 8) Define Barriers, Benefits, C Evaluation Plan ompetition 7) Develop & Pre-Test 6) Write a 1-2 Page Promotional Strategy Creative Brief 17
- 18. 10 Steps to a Successful Promotional Campaign 1) Provide Background Information Potential 10) Implement, Evaluate & 2) Describe the Revision Recommend for Future Offer Potential 3) Set Revision 9) Decide on Budget & S.M.A.R.T. Implementation Plan Goals 4) Select & Describe 5) Identify Target Audience 8) Define Barriers, Benefits, C Evaluation Plan ompetition 7) Develop & Pre-Test 6) Write a 1-2 Page Promotional Strategy Creative Brief 18
- 19. PROMOTION Four Major Decisions 1. Messages : What You Want To Communicate 2. Messengers : Who Delivers Messages 3. Creative : Visuals, Verbal Content, Sight/Sound Elements Components 4. Communication : Where To Communicate Channels 19
- 20. Messages 1. Messages 2. Messengers • Highlights the Offer: 3. Creative Elements 4. Comm Channel Product’s most attractive features Pricing advantages Convenient distribution channels 20
- 21. Inspiring Messages: Max Vijay 1. Messages 2. Messengers 3. Creative Elements 4. Comm Channel “Now stop wasteful expenditure and start saving” “Now small pennies will become a big strength” “Now get increased insurance with increasing savings” 21
- 22. Inspiring Messages 1. Messages 2. Messengers • 3 TIPS 3. Creative Elements 4. Comm Channel #1: Articulate key audience benefits for those developing creative elements #2: Emphasize Product, Price and Place features that eliminate barriers to action #3: Ensure messages highlight competitive advantages 22
- 23. Messengers • Who your target audiences perceives 1. Messages 2. Messengers to be delivering your messages 3. Creative Elements 4. Comm Channel • Options: 1. Sole sponsor 2. Partners 3. Spokespersons 4. Endorsements 5. Midstream audiences 6. Mascots 23
- 24. Credible Messengers: Pioneer Life 1. Messages 2. Messengers 3. Creative Elements 4. Comm Channel Parish leaders in the Philippines are used as messengers by Pioneer Life 24
- 25. Credible Messengers 1. Messages 2. Messengers • 3 Determinants of Messenger Credibility 3. Creative Elements 4. Comm Channel • Perceived: Expertise Trustworthiness Likability 25
- 26. Creative Elements 1. Messages 2. Messengers • Visual Elements: 3. Creative Elements Logos, graphics, images, typeface, colors 4. Comm Channel • Verbal Content: Taglines, headlines, copy and script • Sight/sound Components: Executions for radio, televsion, videos, electronic media, performances 26
- 27. Creative Elements: Care India CARE in India is following these elements: (to choose ) 1. Messages 2. Messengers 3. Creative Elements 4. Comm Channel 27
- 28. Creative Elements 1. Messages 2. Messengers Six Tips: 3. Creative Elements 4. Comm Channel 1. Keep It Simple and Clear 2. Focus on Audience Benefits 3. When Focusing On Loss, Follow w/ Solutions 4. Make Messages Vivid & Concrete 5. Make Messages Easy to Remember 6. Tell Real Stories About Real People 28
- 29. Communication Channels • Mass Media 1. Messages 2. Messengers • Public Relations 3. Creative Elements 4. Comm Channel • Social Media • Special Events • Personal Selling • Edutainment/Popular Media/Theater • Mobile Marketing • Printed Materials • Signage and Displays • Direct Mail 29 • Special Promotional Items
- 30. Communication Channels 1. Messages 2. Messengers Considerations: 3. Creative Elements 4. Comm Channel 1. Campaign Objectives & Goals 2. Desired Reach & Frequency 3. Target Audience Media Habits 4. Points of Decision Making 5. Openings/Opportune Moments 6. Integrated Marketing Communications 7. Creative Elements 8. Budgets 30
- 31. Good Practices in Promoting Microinsurance Products Case in point Case Presenter: Isabelle Delpeche Microinsurance Manager 31
- 32. Case in Point: AIC in Haiti Set up for to sell Protecta in the fair during labor day. AIC promo vehicle 32 Sensitization activities in a Market place in Port au Prince . A trained insurance agent at one of our distribution point with a Commercial bank.
- 33. Case in Point: AIC in Haiti Video to promote funeral product 33
- 34. Good Practices in Promoting Microinsurance Products Case in point Case Presenter: Tlalane Ntuli Marketing Manager 34 Mass and Foundation Cluster
- 35. Case in Point: Old Mutual, South Africa Pay When You Can Campaign Airtime Voucher Flyer 35 Electronic Store Poster
- 36. Case in Point: Old Mutual, South Africa Burial Society Support Plan Advertorial Mobile 36 Print Ad
- 37. Case in Point: Old Mutual, South Africa Financial Education Activation Cape Town Activation 37
- 38. Case in Point: Old Mutual, South Africa Financial Education Activation Campaign Card Game Giveaway Promotion leaflet 38
- 39. Good Practices in Promoting Microinsurance Products Case in point Case Presenter: Leticia Goncalves 39 Microinsurance Fellow
- 40. Case in Point: Aseguradora Rural, Guatemala Key Messages • "Prevention is the better medicine” • "Por mi y mi familia, yo vivo Segura" • “Q1 diario” “Q1 daily” (USD 0,13) Phase 1: Pilot Phase 2: National Launch Radio spots for 2 months (local station) National Launch / Nestlé Marathon 1 publication (local newspaper) Radio, Newspapers, TV, billboards Special Event ( Señora Cuenta) Special Events (Cooperatives) Introduction of Doctora Segura Support / Partnership Liga Contra el Cáncer Internal campaign to present the product to more than 2,500 staff 40
- 41. Case in Point: Aseguradora Rural, Guatemala Special Event – Quetzaltenango Bank presentation on Health screening ( blood savings pressure and glucose) Kids playground Workshops 41
- 42. Case in Point: Aseguradora Rural, Guatemala Special Event – Cooperatives Health screening ( blood pressure and glucose) Doctor Lecture on Women’s Health and Prevention + Presentation of Vivo Segura 42 Treasure Pot game
- 43. Case in Point: Aseguradora Rural, Guatemala Monitoring and Impact Evaluation • Baseline in Xela 441 clients • Baseline with 277 clients (pilot phase) • Baseline after launch ( 300 clients) • Questions added to the system 1. Where have you heard of Vivo Segura prior to your purchase? 7% 3% 2% 7% Colaborador / Bank staff Friend / family 1% Printing material at Banrural branch Newspaper 51% Radio 22% Promotion on the street TV Otro 7% n.269 (Baseline Xela) 43
- 44. Case in Point: Aseguradora Rural, Guatemala Monitoring and Impact Evaluation Where have you heard of Vivo Segura? n. 2.226 ( Aseguradora Rural database) 1781 471 147 23 72 82 101 87 18 14 9 Which one helped you the most on the decision making process of purchasing Vivo Segura? 1702 284 69 3 22 34 9 55 42 1 5 44
- 45. Pretesting • Before Production and Launching • Pretest: Messages Messengers Creative Executions Planned Communication Channels 45
- 46. Pretesting USEFUL QUESTIONS: • What is the main message you get? • What action do they want you to take? • How likely is it that this ad will influence you to ? • What works well? • What doesn’t? • Where best place to reach you? When? 46
- 47. Pretesting NOTE: • It’s not about if they LIKE it! • It’s about whether it will inspire them to act. • If not, what needs to change? 47
- 48. Evaluation INPUT OUTPUT OUTCOME RETURN ON INSERT CONTENT SLIDES HERE INVESTMENT RESOURCES ACTIVITIES CUSTOMER COST PER SALE USED RESPONSE Budget Materials # of Policies Sold Divide Total Disseminated Costs by Number Staff Time # of People of Policies Sold Posters Placed Attending an Event $430/600 sales Ads Aired # of People $0.72 per sale Called, Visited Web Site # Requested Info 48
- 49. Evaluation BENEFITS OF CALCULATING ROI: Rationale (or not) for future campaigns Help allocate resources Imagine a database 49
- 50. WEBINAR ON Good Practices in Promoting Microinsurance Products Presenter: Presenter: Moderator: Nancy Lee Miguel Solana Jasmin Suministrado President Microinsurance Officer Knowledge Officer Social Marketing Services Microinsurance Innovation Facility Microinsurance Innovation Facility Case Presenter: Case Presenter: Case Presenter: Isabelle Delpeche Leticia Goncalves Tlalane Ntuli Microinsurance Manager Microinsurance Fellow Marketing Manager Alternative Insurance Company Aseguradora Rural Mass and Foundation Cluster, Old Mutual 50 Haiti Guatemala South Africa
Editor's Notes
- A good day to everyone. We are pleased to have you here in this webinar on “Good Practices in Promoting Microinsurance Products”. My name is JasminSuministrado and I’m your moderator for this event.
- Before we start, just a quick word about the webinar system we’re using. You have a control panel like this and I’d like to encourage you to participate in two ways – one, by using the chat box that you can use anytime throughout the webinar to give comments or ask questions. We’ll attend to these questions in the last 20 minutes of the webinar. The second is participating in the polls that will be launched. You just need to click on your answer in the screen when a poll is opened, then we’ll see the collective response of all the participants right after.
- Now let’s look at the profile of our registered participants. Almost xxx participants registered for this event. By region, xxx. By years in microinsurance, xxx. By type of organization, xxx.
- So now I introduce you to our panel. You will be hearing a lot of voices from different parts of the world. First, let me introduce you to our main presenters, Nancy Lee who is the President of Social Marketing Services, and Miguel Solana who is a member of the ILO Microinsurance Innovation Facility team. Nancy and Miguel are co-authors of the upcoming Facility publication entitled “Best Practices in Promoting Microinsurance Products”. Hi Nancy and Miguel!Nancy: Hi everyone!Miguel: Hello everyone! Then, we have panelists who will be presenting actual strategies and activities related to promotions. We have Isabelle Delpeche from the Alternative Insurance Company in Haiti.Hi Isabelle!Isabelle: Hi everyone! We also have Leticia Goncalves from Aseguradora Rural in Guatemala. Hi Leticia!Leticia: Hello everyone! And we have TlalaneNtuli from Old Mutual based in South Africa. Hi Tlalane!Tlalane: Hi everyone! Jasmin: And now let’s move on with the webinar. First, let’s ask the question, why this topic of promotions, and I will ask Miguel to respond briefly to that, and then let’s ask Nancy to walk us through an overview of the steps needed for a successful promotional campaign. Miguel?
- The facility has been carrying out a couple of studies. One is about demand determinants and our study about promotion in Microinsurance. A couple of determinants were identified for microinsurance take up. In this case we can see a split between first sale and renewal. In this case promotion tools can be seen as a way to boost these determinants and increase the chances of both a first sale and a renewal. It shows us the importance of seeing promotion in different moments of the product life as we forget that it can also be used for renewals. Promotion can help us a lot to influence value proposition, trust, awareness though it can be limited when it comes to wealth constraintsOur promotion study allowed use to both try to explain the best way to carry out a marketing campaign but also while researching different cases of experiences in microinsurance we realized that there is no solid practice in structuring and carrying out promotional campaigns. With this webinar and study we try to bring forward a solid approach to develop campaigns. Miguel: so now I turn over to Nancy
- Thank you Miguel and JasminI would like to start with a definition of marketing, and its distinction from promotion.Marketers are responsible for creating, communicating, delivering and exchanging OFFERINGS that have VALUE for customers, clients, partners and society. Promotion, which is the communication component, is only one of the marketer’s activities and responsibilities.
- There are 4 tools in the marketer’s tool box, ones we use to win customers. We refer to them as the 4Ps.The First P is the Product. For microinsurance this would be the features of the policy.The Second P is the Price, including premium amounts, payment schedules and payoutsThe Third P is Place, where, how and when potential customers and sign up for a policy or renew it.And the final P, promotion, are persuasive communications, the subject of our webinar today.
- The Promotion tool plays a critical role.It is the one we count on to ensure that the target audience:Knows about the OfferBelieves they will experience the benefits promisedAnd then is inspired to act, to take the next step towards purchase
- In the next few minutes, I’ll breifly describe a 10 step framework for creating a successful promotional campaign. Let’s take them one at a time.The first step is to revisit and provide background information for those who will be developing your promotional campaign.This includes information on the insurance provider, distributors, the marketplace for the campaign, insights from prior similar efforts and established funding or budget expectations.
- The second step is to provide campaign planners with a description of the offer that will be the focus for the campaign, the Product, Price and Place components.It is assumed that decisions have been made regarding these elements, and that the job of those responsible for the promotional campaign is to develop persuasive communications that highlight the offer’s benefits and decrease any perceived barriers to purchase.
- The third step is to establish SMART sales goals, ones that are Specific, Measurable, Attainable, Relevant and Timebound. When stated with this level of specificity, it answers this question for leadership and funders:“If we approve this expense, what will we get in return and by when?”
- The fourth step is to select and describe the target audience for this particular promotional campaign.A target audience is defined as a set of potential buyers sharing common needs and characteristics that an organization decides to serve. It is a segment of a larger group (population) that may also be exposed to your efforts.A good analogy is Birds. Birds are a population, but within that population are many different unique and homogeneous subgroups, like hummingbirds and eagles. Your marketing strategy should be crafted to be particularly effective with an attractive subset of the population. This is how you increase the rate of return on investment of your resources.
- The 5th step in the planning process is designed to deepen your understanding of your target audience. It is my personal favorite step, as it provides incredible inspiration for developing a campaign.I’m first most curious about target audience Barriers, the reasons they do not want, might not want, or don’t think they can buy the product.In contrast to Barriers are Benefits, something the target audience wants or needs that your offer might satisfy. It answers the question “What’s in it for me?”Then, I want to know what the target audience thinks of my competitor’s offerings. What do they see as their strengths and weaknesses. As the red arrow on the right of this fifth step indicates, these insights into barriers, benefits and the competition may lead to revisions of goals or even features of the offer.
- One of the most effective ways to ensure that those working on developing communications for your campaign establish clear messages, choose credible messengers, create winning creative strategies, and select effective communication channels is to develop in Step 6, a Creative Brief.This 1-2 page document provides a brief description of the target audience, your communication objectives, benefits of the offer to promise, support for that promise, your desired style and tone, and ideas on when and where your target audience would be “open” or most attentive to your messages. This briefing is important, as it makes it more likely the creative planning process will go quickly and smoothly.
- Notice, with Step 7, that we are more than half way through the planning process and are just now getting to developing our promotional strategy. We first needed to confirm the offer, set goals, select a target audience, understand our audience barriers, benefits and the competition, and then capture this in a document to brief the creative team.There are four major decisions to be made at Step Seven. Key messages to communicate Messengers to deliver messages Creative Elements such as slogans and graphics And Communication Channels.As the red arrows indicate, the ideal is to pretest this with our target audience and make any important recommendations.We will spend most of the rest of this webinar on this step so let me first briefly describe the remaining 3 steps.
- With Step 8 we outline how we plan to evaluate our efforts.We do this at this point in the planning process because we want to be sure to include potential costs for this in our budget, Step 9.
- Creating a budget and implementation plan helps ensure accountability, as well as sustainability.
- This final step, is implementation of the campaign, as well as the evaluation plan.As the red arrows indicate, we’re checking in again with our target audience, interested in knowing, from their perspective, what promotional strategies influenced them most, and what were persuasive. This helps us make important recommendations for messages, messengers, creative elements and media channels going forward. Jasmin: Thanks Nancy. As Nancy mentioned, the rest of this webinar will focus on Step 7, which is on developing a Promotional Strategy. And as Nancy walks us through the main elements of a Promotional Strategy, we’ll be asking Miguel to provide us with examples so the good practices will be more concrete for us.
- As mentioned, the major focus for the remainder of this seminar will describe in more depth the specific promotional plan, Step 7 in the process.As noted earlier, there are four major decisions to make, ones we will now cover in more detail, in sequential order
- Key messages are designed to highlight the offer: The product’s most attractive features Any pricing advantages of your offer And convenience of distribution channels.Jasmin: Miguel, would you like to jump in with an example from which we can draw a good practice?
- In this case we have an example from India where they chose Amitabh Bachchan as their spokesman. A couple of messages were designed to emphasize features of the product like a savings component that was seen as one of its main competitive advantages. These three messages could allow the audience to relate to the product.Introduce Nancy to give us some tips about how to better craft good messages.
- <The example highlights one of the three tips for developing inspiring messages, and that is, ensuring that messages highlight the competitive advantage. There are two others we can give you>Articulate key audience benefits for those developing creative elementsEmphasize Product, Price and Place features that eliminate barriers to actionEnsure messages highlight competitive advantages
- <Now let’s move on to the second decision point: messengers.> Messengers are who your target audience perceives to be delivering you messagesWhat they think of this particular messenger can make or break the deal.There are six major options for you to consider:Being the Sole sponsorIncludingPartnerslike a funderUsing a SpokespersonFeaturingthosewhoEndorse your offerMidstream audiences (likehealthcare providers or religiousorganizations)Mascotslike cartoon characters.POLL HERE: WHICH OF THESE HAVE YOU USED.
- Jasmin: Ok, Miguel, I know you have an interesting example of the use of a messenger. Would you like to share it now?Miguel:One of our research cases was Pioneer life in the Philippines where they have been working with Parish leaders as messengers. What they figured out is that the leaders were seen as trustworthy members of the community that could influence the behaviour of people when it comes to enroll to an insurance program. I know Nancy has other things to share about how to choose our messengers.
- In deciding which messenger or messengers would be most effective, choose one or more that your target audience will view as the most Credible source for the message.Three major factors have been identified as key to credibility:Perceived Expertise regarding microinsuranceTrustworthiness: How objective and honest the source is perceived to beAnd Likability, including candor, humor, naturalness and warmth
- <Third decision point: creative elements.> Major creative elements are developed to deliver intended messages and support chosen messengers.Major components include:Visual Elements: Logos, graphics, images, typeface, colorsVerbal Content: Taglines, headlines, copy and scriptSight/sound Components: Executions for radio, television, videos, electronic media, performances
- Here I’d like to highlight Care’s example. From our research we found out how Care in India used certain creative elements to show the benefits of the product with a simple a clear layout to be able to show the solutions that the product provided. Jasmin: What other tips do you have Nancy for designing the creative elements aspect of a promotion campaign?
- We offer six tips when considering and approving draft creative elements.Keep It Simple and ClearFocus on Audience BenefitsWhenFocusing On Loss, Follow w/ SolutionsMake Messages Vivid & ConcreteMake Messages Easy to RememberTell Real Stories About Real People
- <Now the last decision point- communication channels.> With this step, you will be selecting communication channels – where your messages and creative elements appear. Major ones to choose from include: Mass MediaPublic RelationsSocial MediaSpecial EventsPersonal SellingEdutainment/Popular Media/TheaterMobile MarketingPrintedMaterialsSignage and DisplaysDirect MailSpecialPromotional ItemsPOLL HERE. WHICH HAVE YOU USED?
- There are eight major factors to consider when choosing among media channels:What are your campaign sales goalsGiven this, how many people do you need to reach and how oftenWhat communication channels do your target audience pay attention toPoints of decision making. When is an ideal time to have your promotional messages and creative elements “in front of your target audience”Openings are those when your target audience might be most motivated to listen and learn more about your offer.Integrated communications encourages a coordinated effort, ensuring that messages are consistent and as “everywhere” as possibleCreative elements often drive choices for media channels, for example long, detailed messages won’t work on outdoor billboardsAnd finally, your budget may be the most influential determinant
- Jasmin : Thank you Nancy. Now that we’ve gone through the four decision points – messages, messengers, creative elements, and communication channels, it will be nice to look at interesting cases of promotional campaigns being undertaken. We have three cases to look at. I’ll call on Isabelle first to share briefly on what they are doing at AIC.
- Picture 1One of the key to the success on the product was the unconventional selling approaches. In order to sell Protecta AIC trained its own agents, which were placed in different distribution points. The distribution points were financial institutions such as commercial banks, and MFI. These agents were there to educate, sensitize and sell policies.Picture 2in addition to the trained agents AIC invested in a promo vehicle. The vehicle was to help us touch the segment of the population which did not detain a bank account. A must have when 805 of the economy is generated in the informal market The promo vehicle touches places like market place, and high commercial concentrated areas. The promotional vehicle was in place for:1- Marketing purposes2- Subscription purposes3-educational purposes After launching ProtectaPicture 3- Picture 4Insurance not being part of the Haitian culture, additional promotional activities were initiated. Protecta being developed to answer to needs of the general population when facing funerals, there was a need to vulgarize the availability of such product. AS a result, we felt it was necessary to go to market places , cultural events, and interact with small merchants to test their knowledge on insurance. ( the meaning, and its use)It isn't only an initiative to sell Protecta, but an additional manner to educate on risk mitigation tools. Picture 5In an effort to support the marketing and education initiatives taken, we make use of Flyer with Product details.
- One of the best ways to educate the population about risk mitigation tools especially for funerals, was through humor. We partnered up with a well known funny local artist/ commedian for a TV commercial.
- Jasmin: Ok, let’s move on to the next case: Old Mutual in South Africa. Tlalane, would you like to describe briefly the promotional activities of Old Mutual for its microinsurance products?
- <intro to say that what will be shown are campaigns for two funeral products>For the Pay When You Can product, the objective of the campaign was to increase product uptake by selling 13 000 new starter packs while also increasing Top up amongst those who have already bought the product. The campaign was made up of a number of elements: radio, sponsorhip leveraging, in store promotions and posters, airtime voucher and mobile. <explain airtime voucher, poster and flyer, and its role in the whole campaign>The campaign was run from Mid September to Mid October with sponsorship leveraging continuing until December.The total campaign budget was R1 250 000.The campaign has so far resulted in 270 new starter packs sold.
- For the Burial Society Support Plan, the objective of the campaign was raise as many leads as possible for the foundation market sales consultants and relationship managers. As a group product the selling process for this product is long and is often based on relationship building. The campaign was made up of the following elements: radio, activations, internal communication, print and mobile.<explain advertorial, print ad, and mobile; and roles in the whole campaign>The campaign was run from beginning mid October to mid November with 2 more activations scheduled to still happen Total campaign budget was R2 300 000.00 Results of the campaign: 1 500 leads
- The objective of this campaign was to drive a specific message to consumers in shops, particularly given that we are going into the festive season where people often spend recklesslyThe campaign was driven through mall activations in the 3 largest metros in South Africa: Johannesburg, Cape Town and Durban. The mall activations were in the form of a Game Show hosted by local celebrities, consumers were given information then asked to participate in a Q & A with the chance of winning a R500 voucher for the specific mall.
- To drive traffic to the malls on the specific game show days we place adverts on local radio stations <explain also the promo leaflet and game card giveaway> The total campaign budget was R1 150 000.00, the campaign cannot be measured financially but rather awareness of the message over time. Jasmin: Thank you Tlalane. So there is again here a good mix of promotional activities. What do you think about good practices that we can draw from this Nancy?Nancy: <xxxx>
- Jasmin: And now last but not the least, let’s look at the promotional activities of Aseguradora Rural. Leticia, the floor is yours.
- Vivo Segura is a voluntary product, designed for women, which offers a mixed or health and life benefits, including compensation for cancer diagnostics. It is abancassurance product sold at Banrural branches.The key message is “prevention is the best medicine”The slogan is “Por mi y mi famíliayo vivo Segura”, pointing that they must stay healthy not only for them, but also for their families. Price:. They only have to save Q1 to pay the Q30 premium For this product we had two phases. First a pilot in Quetzaltenango and then the national launch last October. For the pilot we had to be careful about the extension of the promotional activities, so we basically used local channels to keep it only in Quetzaltenango. In addition we promoted a joint special event with Banrural for SeñoraCuenta Clients (saving account) I will talk about the special events into more details on the next slides. For the launch we could use a mass media promotional campaign with a mixed of different channels to go nationwide. Importantly, the messenger “Doctora Segura” was presented and added to the campaign. She was created to be the familiar face the clients need to build trust. We also facilitated a different type of special event with a local cooperative.
- The event in Quetzaltenango with SeñoraCuenta(saving account) clients was organized by the local branch managers. Typically clients go to this activity to enjoy a recreational moment with their friends and as well have the opportunity to learn new skills such as food preparation and floral arrangements. For this event Aseguradora Rural had the opportunity to talk about Vivo Segura for 15 minutes. A nurse and a doctor were also available to take clients blood pressure and sugar levels during the event. The issuing of policies was not available still, for us, the main objective of the activity was to promote the product and also raise awareness about prevention. By analyzing the event we felt that the key message of the product (cancer prevention) was probably too serious to be assimilated in this setting.
- Aseguradora Rural contacted a local agricultural cooperative to test a different kind of event. The cooperative has more than 600 workers spread in 3 different units and more than 90% of them are female. They all have a Banrural account and most of them have a SeñoraCuenta. The activities took place at their workplace 1) Doctor and nurse available to take their blood pressure and sugar levels 2) Doctor presentation on Women’s health + video self exam 2) Presentation of Vivo Segura 3) Q&A of Vivo Segura and Women’s health 4) Treasure Pot game (smaller group)” It is a game designed by the Micro Insurance Academy that enable clients to understand the notion of insurance and how pooling risks may offer better outcomes” The main objective of the activity was to raise awareness about prevention and promote Vivo Segura and Based on client’s questions and participation we felt that in this setting we had their full attention.
- To make sure we are investing on the most effective promotional channels a few monitoring tools and actions have been implemented. Aseguradora Rural conducted a survey with 441 clients in Xela asking which sources of information they use the most. Results 1. TV (38%) 2. Radio (25%) 3. Internet (19%) 4. Newspaper (15%). A baseline was conducted with 277 clients out of the 1,005 of the pilot. Right now a second survey is being conducted after the first month of national sales.
- Before the launch we also added 2 questions to the issuing system. 1) Asking if the clients have heard of Vivo Segura (multiple answers) and 2) If they could point which of these sources was the decision making one. This information is available for every single policy issued so we can evaluate after mass campaigns the impact each one has on sales. The results show that even if Doctora Segura only made appearance in printing material at the branches (videos and radio sports to come) she has already caught clients’ attention. Jasmin: Thanks Leticia. So again, another set of nice promotional activities. What catches your attention as good practices in this case Nancy?Nancy: <xxxx> Jasmin: Great. At this point I’m eager to turn to questions and comments about the concepts and certainly about the cases from our participants. But before I do that, let me just ask Nancy to share a few final words to wrap up.
- As mentioned earlier, prior to producing and launching communication elements, take the time to pretest your draft strategies, especially messages and creative executions
- Techniques used for pretesting are typically qualitative in nature, using focus groups or personal interviews with those in your target audience.Questions that help assess the ability of executions to deliver include:What is the main message you get?What action do theywant you to take?How likelyisitthatthis ad will influence you to take the action you wantthem to take?What workswell?What doesn’t? And to provide input on selecting communication channels:6. Where best place to reach you? When?
- Be sure to inform respondents, as well as audiences for the findings, that this testing is:Not about if theyLIKEit!It’s about whetheritwill inspire them to act.And If not, whatneeds to change?
- We wanted to spend our final few minutes returning to Step 8, and encouraging you to develop an evaluation plan.The first two components, Input and Output are fairly commonly reported, with Inputs being the most straightforward measure, itemizing resources used to develop, implement and evaluate the campaign. And Outputs answering the question “How did you spend the money and time.”Outcome measures report on audience response to your activities. How many policies were sold, how many people attended an event, called, visited your web site or requested information.The fourth component, Return on Investment, answers the question “How much did we spend to get one policy sold?” This can be determined by dividing the total costs by the number of policies sold. POLL: WHICH OF THESE MEASURES HAVE YOU USED TO REPORT ON CAMPAIGN RESULTS.
- Benefits from taking the time to calculate this measure are numerous.It can provide solid rationale (or not) for continued funding for a similar campaign in the future.Findings can help managers allocate resources, providing more funding for those efforts with the greatest ROI.Imagine how useful a database of ROIs overtime would be when deciding on what promotional strategy to support in the future.
- Thank you Nancy, and thanks to our panelists for the insights and interesting examples. Now, we turn to our audience. We’ve gathered questions throughout the webinar that I’d be asking to our panel now. We might not be able to get to all your questions, but let’s try to address as much as we can, and we’ll see how we can address the rest after the webinar. <Q&A> That wraps up our webinar. Thank you for coming. Please fill in the quick survey that will show in your screens when you exit the webinar. This is our last webinar for this year. Please join us again next year when we have the next one. Thanks and bye to all!