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Creative Slamdown
Nancy Harhut, Lisa Charlebois, and Melinda Risolo presented creative campaigns they developed to sell challenging products. Nancy increased sales of auto insurance to an LGBT affinity group by highlighting the insurer's support for equal rights causes. Lisa promoted a business management software solution for SMBs by emphasizing benefits without technical jargon. Melinda significantly boosted response to cancer insurance by avoiding fear-inducing language and focusing on financial protection with no product details. The moderator asked the audience to applaud for their favorite campaign.
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Creative Slamdown
- 1. Creative Slamdown: How World-ClassCreativesSuccessfully Sell Strange, Obscure, Boring or Even the Most Mundane Products! Nancy HarhutNancy.Harhut@WildeAgency.com Lisa CharleboisLisa.Charlebois@gmail.com Melinda RisoloRisolo@aol.com Moderator: Carol Worthington-Levy CWL@Worthington-Levy.com http://www.youtube.com/watch?v=LjG7-5kbevo
- 2. Creative Slamdown 3 fiercecontenders: stars in the the creative field 3 big challenges: Pedestrian products (all useful) and services that need to be sold Your challenge: Listen to each of these war stories, and decide for yourself which you think was the best solution Ask questions: The first 5 good questions will be rewarded with a lovely 8GB thumbdrive! How to vote at the end: Low tech solution — we’ll ask for you to applaud at the end for your favorite contender — and watch the winner receive the coveted World’s Greatest Creative award! Then: Leave the room all fired up with great ideas for your most boring client 2
- 3. The Contenders: Nancy “InsuranceCrusher” Harhut Lisa “ ” Charlebois Melinda “The Fiercest Writer” Risolo 3
- 4. Creative Challenge: Sellauto insurance to an affinity group Nancy presents:
- 5. Creative Challenge: Sellauto insurance to an affinity group that was so unresponsive the program was about to be cancelled
- 7. Product: Nationwide AutoInsurance Affinity group target: Members of the Human Rights Campaign (HRC) Goal: 1. Generate quotes 2. Generate sales
- 8. HRC - HumanRights Campaign Largest LGBT equal rights advocacy group and political lobbying organization in the U.S. LGBT= Lesbian, Gay, Bisexual, Transgendered
- 9. Sales Proposition Get HRCdiscount when you get Nationwide auto insurance Plus get Nationwide’s great service and prices
- 10. Barriers Nationwide is nota low-cost option HRC discount is small Historically unresponsive target Inertia- only switch if bad claims experience/price hike Competitors cite specific savings amounts 10¢/piece – and reflect new “Join the Nation” branding
- 11. Barriers But wait, there’smore… Could not acknowledge target was an HRC member Not allowed to use HRC name/logo on OE Other insurers had much more traction with LGBT community
- 12. The Solution? “Slide inunder the radar” package Cast doubt on other insurer’s commitment to the cause Prove NW is a genuine HRC supporter Highlight many discounts available + proactive checkups Signed by NW exec who’s also an HRC member
- 19. Did it work? 56%lift over the control Client wrote: “Wilde Agency’s creative was able to break through to the point where we WENT FROM SHUTTING DOWN OUR MAIL PROGRAM TO ADDING EXTRA MAILINGS NOT PREVIOUSLY BUDGETED.” 2013 ECHO Award winner
- 20. Lisa “Northern Fury”Charlebois or according to wrestlingname.com Lisa “Toothless Grinder” Charlebois
- 21. And you are… •Creative Director for Western Region of GolinHarris • Work on Toyota, Nestlé, Purina, Nintendo etc. • Backseat Art Director • Worked in Toronto, New York & Los Angeles at BBDO, Digitas, Ogilvy #NoMoreMoving • I still say ‘eh’
- 26. A single, integrated,cloud- based, on-demand, business management solution designed for small or midsized businesses that way the benefits of a large-scale application without the need for IT infrastructure.
- 27. A single, integrated,cloud- based, on-demand, business management solution designed for small or midsized businesses that way the benefits of a large-scale application without the need for IT infrastructure.
- 28. - Marketing toSMB - Product benefits not intuitively easy to understand - SAP: jumbo faceless company - Need to raise awareness - No pre-existing assets to leverage
- 33. The Silver Linings… •Take a good long look at your product/service • Everything has a story…seriously everything • Don’t be afraid of “in their own words” • Beg, borrow, or steal some interest • Remember all B’s are still C’s • Don’t be afraid of no
- 35. Melinda “The FiercestWriter” presents: Beyond mundane. Worse than boring. CANCER INSURANCE
- 36. Challenges to Overcome •Fear (“I don’t want to think about it.”) The very word “cancer” inspires a degree of fear that “heart attack,” “stroke” or even “kidney failure” do not. - Maggie Mahar, Health Beat • Denial (“It won’t happen to me.”) …unrealistic optimism undermined interest in risk reduction indirectly by decreasing worry… - Weinstein ND.J Behav Med. 1982 Dec; 5(4):441-60. • Lack of knowledge (“I don’t need it.”) Cancer is already covered by most health plans.
- 37. Our Solution If peopledon’t want to hear about the product… we won’t talk about it.
- 38. #10 Outer Envelope •Looks important but not scary • Emphasizes the trusted AAA relationship • Shows a personalized membership card through the second window • No mention of the product
- 39. Personalized Letter Overcomes FEARwith: • An optimistic tone • No insurance-speak (policy terms and features) • Emphasis on the big dollar amount to maintain interest Delays talking about the product
- 40. Personalized Letter Overcomes DENIALwith: •Statistics stated in a factual tone • 100% Return of Premium benefit – there’s no risk • A solution for every problem—but no product details
- 41. Personalized Letter Overcomes lackof knowledge with: • Examples of costs not covered by medical insurance • Examples of financial hardships beyond medical costs • A solution for every problem—but no product details
- 42. Personalized Letter Also inthe letter: • Affordable rates • Guaranteed coverage • No medical exam required • No need to send money now • 30-day risk-free review • An answer for every objection— but no product details
- 43. What do youknow about the plan? (Hint: Not much.) What you know: • Cancer is scary and expensive—and chances are good you’ll get it. • If you do, you’ll get up to $250,000 to spend as you choose. • If you don’t die from cancer, your premiums will be returned. • There’s absolutely no reason not to respond. What you don’t know: • What is the $250,000 paid for? • What’s covered, and what’s not covered? • What are the age limits, if any? • How much does it cost, and will my premiums increase with age? • Etc., etc. etc.
- 44. Brochure Primary message: • Chancesare good that you or a loved one will get cancer. • If you don’t, all of your premiums are refunded.
- 45.
- 46. Buckslip Primary message: • It’seasy. • It’s urgent. • There’s no risk.
- 47. How’d we do? 231%higher response rate 278% lift in the TAP/MC ratio Silver Award Winner, PIMA
- 48.
- 49. Who will winthe coveted World’s Greatest Creative award? Now it’s time for YOU to vote… Whose campaign are you most impressed with? Clap hands, even cheer, for the one you feel is the winner! We’ll measure the applause – But they ALL deserve applause for their amazing work! Now it’s your turn!
- 50. Nancy HarhutNancy.Harhut@WildeAgency.com Follow me:twitter.com/nharhut Lisa CharleboisLisa.Charlebois@gmail.com Follow me: twitter.com/LisaChuckwood Melinda RisoloRisolo@aol.com Follow me on LinkedIn Moderator: Carol Worthington-Levy CWL@Worthington-Levy.com My articles: http://www.WorthingtonLevy.Wordpress.com Thank you!