Creative Slamdown

Creative Slamdown: How World-Class Creatives Successfully

Sell Strange, Obscure, Boring or Even the Most Mundane Products!

Nancy Harhut [email protected]

Lisa Charlebois [email protected]

Melinda Risolo [email protected]

Moderator: Carol Worthington-Levy

[email protected]

http://www.youtube.com/watch?v=LjG7-5kbevo

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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 good questions will be rewarded witha 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

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The Contenders:

Nancy “Insurance Crusher” Harhut

Lisa “Northern Fury” Charlebois

Melinda “The Fiercest Writer” Risolo

Creative Challenge: Sell auto insurance

to an affinity group

Nancy presents:

Creative Challenge: Sell auto insurance to an affinity group that was so unresponsive

the program was about to be cancelled

New Agency

Our First Assignment

Probably also our last

Product: Nationwide Auto Insurance

Affinity group target:Members of the Human Rights Campaign (HRC)

Goal:1. Generate quotes2. Generate sales

HRC - Human Rights Campaign

Largest LGBT equal rights advocacy group and political lobbying organization in the U.S.

LGBT= Lesbian, Gay, Bisexual, Transgendered

Sales Proposition

Get HRC discount when you get Nationwide auto insurance

Plus get Nationwide’s great service and prices

BarriersNationwide is not a 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

BarriersBut wait, there’s more…

Could not acknowledge target was an HRC memberNot allowed to use HRC name/logo on OEOther insurers had much more traction

with LGBT community

The Solution?“Slide in under the radar” package

Cast doubt on other insurer’s commitment to the cause

Prove NW is a genuine HRC supporterHighlight many discounts available + proactive

checkupsSigned by NW exec who’s also an HRC member

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

Lisa “Northern Fury” Charlebois

or according to wrestlingname.com

Lisa “Toothless Grinder” Charlebois

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’

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.

- Marketing to SMB- Product benefits not intuitively

easy to understand- SAP: jumbo faceless company- Need to raise awareness- No pre-existing assets to

leverage

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

Melinda “The Fiercest Writer” presents:

Beyond mundane.Worse than boring.

CANCER INSURANCE

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.

Our Solution

If people don’t want to hear about the product… we won’t talk about it.

#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

Personalized Letter

Overcomes FEAR with:• An optimistic tone• No insurance-speak (policy terms

and features)• Emphasis on the big dollar

amount to maintain interestDelays talking about the product

Personalized Letter

Overcomes DENIAL with:• Statistics stated in a factual tone• 100% Return of Premium benefit –

there’s no risk• A solution for every problem—but no

product details

Personalized Letter

Overcomes lack of 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

Personalized LetterAlso in the 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

What do you know 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.

BrochurePrimary message:

• Chances are good that you or a loved one will get cancer.

• If you don’t, all of your premiums are refunded.

Brochure

BuckslipPrimary message:• It’s easy.• It’s urgent.• There’s no risk.

How’d we do?

231% higher response rate

278% lift in the TAP/MC ratio

Silver Award Winner, PIMA

CreditsClient: TransamericaAgency: Anderson

Who will win the 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!

Nancy Harhut [email protected] me: twitter.com/nharhut

Lisa Charlebois [email protected] me: twitter.com/LisaChuckwood

Melinda Risolo [email protected] Follow me on LinkedIn

Moderator: Carol [email protected]

My articles: http://www.WorthingtonLevy.Wordpress.com

Thank you!








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Creative Slamdown

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