1. Crea%ve
Slamdown:
How
World-‐Class
Crea.ves
Successfully
Sell
Even
the
Most
Mundane
Products
Nancy
Harhut
nharhut@aol.com
Dan
von
der
Embse
d.vonderembse@aA.net
Melinda
Risolo
Risolo@aol.com
Moderator:
Carol
Worthington-‐Levy
CWL@Worthington-‐Levy.com
2. Creative Slamdown
3 fierce contenders: 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 questions will be rewarded with
Starbucks cards
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:
Melinda “The Fiercest Writer” Risolo
Dan “The Man” von der Embse
Nancy “Insurance Crusher” Harhut
3
4. Contender #1
Melinda Risolo
challenges the idea that
“the way it’s always been done”
is the way that will work best
4
5. Melinda
Risolo
Agency:
Anderson
Direct
Marke.ng
Client:
SeeChange
Health
Insurance!
A new approach !
to health insurance—!
and the creative that sells it.
7. The challenge: introduce a
company that really is new and
different.
• First
new
group
carrier
to
enter
California
in
nearly
20
years.
• Innova.ve
approach
to
controlling
health
care
costs,
now
and
for
the
long
term.
• Only
insurance
company
to
offer
this
new
approach
to
small
and
mid-‐size
businesses.
• Goals:
Get
employers
interested,
get
brokers
appointed.
17. Step 2: Engage employers
• Mike, do you have images of the mobile ads?!
• May add tent card.!
18. How
did
we
do?
• Nearly 1,000 brokers appointed in California, and
growing every day.!
• 16,000+ new members since launch.!
• ! Beat January targets by 50%; from zero to
significant awareness !
! in 3 months.!
“SeeChange
Health
is
extremely
pleased
with
this
campaign’s
ability
to
engage
brokers
and
employers
and
demonstrate
our
new,
different
and
be>er
health
benefit
solu@on
for
small
employers.
”
20. How could something so different
work so well?
• Strong offers, presented prominently.!
• Messaging that resonated with our target audience. !
• Benefits, benefits, benefits.!
• Attractive layout with scannable copy.!
• Proven tactics (“5 Reasons”)!
• Strong call to action, repeated often.!
21. More requirements for success:
• A great client!
• A great agency!
• A great designer!
22. Contender
#2
Dan
von
der
Embse
miraculously
channels
the
minds
of
“Millenials”
23. The Target: Millenials
• Ages
16
to
33
– Raised
on
praise
– Tech
immersed
– Key
events
were
9/11
and
Great
Recession
24. The Challenge
• Millenials
are
Financial
Procras.nators
– Serious
lack
of
financial
knowledge
– Parents
are
s.ll
key
players
in
their
finance
decisions
– Money
management
is
seen
as
a
necessary
evil,
and
banking
is
seen
as
something
for
the
future
25. The Approach
• Ditched
the
tradi.onal
student
ad
campaigns
of
the
past
• Created
our
own
online
media
content
• Made
frugality
fun
and
offered
sound
money
advice
43. Did
it
work?
• “Slide
in
under
the
radar”
package
• Smart
use
of
personaliza.on
• Strong
DR
techniques
• Strategic
use
of
the
Magne.c
Middle
459%
LIFT
OVER
THE
CONTROL
43
44. What
now?
Who
will
win
the
award
for
the
World’s
Greatest
Crea%ve?
It’s
%me
to
vote:
which
do
you
think
was
the
best
answer
to
the
biggest
challenge
We’ll
measure
applause.
And
if
anyone
deserves
applause,
its
these
three
contenders!
45. Thank you!
If
any
more
ques.ons,
don’t
hesitate
to
ask
us!
Nancy Harhut nharhut@aol.com
Follow me on Twitter: www.twitter.com/nharhut
Dan von der Embse d.vonderembse@att.net
Follow me on Twitter: https://twitter.com/danvonderembse
Melinda Risolo Risolo@aol.com
Connect with me on http://www.LinkedIn.com
Moderator: Carol Worthington-Levy CWL@Worthington-Levy.com
My articles: http://www.WorthingtonLevy.Wordpress.com
