Company: Nationwide Financial, Columbus, OH
Entry Submitted By: Weber Associates
Company Description: Nationwide Financial is one of the country's largest financial services companies. Based in Columbus, Ohio, Nationwide employs 36,000 associates.
Nomination Category: Sales Awards Achievement Categories
Nomination Sub Category: Demand Generation Program of the Year
Nomination Title: Nationwide Long Term Care, Overcoming the Self Insurance Objection
Tell the story about your organization's demand generation program since the beginning of July 2010 (up to 500 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms. Be sure to mention obstacles overcome, innovations or discoveries made, and outcomes:
Focused on driving the next step in their sales process, Nationwide Financials
Individual Protection Channel Marketing Director, Kelly Moore, contracted
Weber Campaigns to produce three minute digital shorts on behalf of
Nationwide. The focus was on providing crisp, concise presentations using
voice and visual to convey life insurance concepts, instead of solely features
and benefits. By striving to deliver a different way for advisors to relate
concepts to their clients, Nationwide sought to differentiate themselves in an
increasingly product focused field. Nationwide recognized that clients don’t
buy products, they buy solutions.
The Opportunity: Build stronger market and mind-share with advisors by
focusing not on product features, but by showing them new ways to talk to
their existing clients.
The Strategy: Build three minute, voice and visual presentations, focused on
a concept, and using conversational, advisor language.
• 9.3% of the recipients clicked through to watch the presentation.
• Nearly 300 advisors, from across the country viewed the presentation on LTC
and were then entered into the Nationwide CRM to begin the sales process.
• By knowing who viewed the presentation, how many slides were viewed, how
much time they spent with the slides and if they opted for an additional click
through to view a whitepaper on LTC, Nationwide was able to drive the sales
process, measure the effectiveness of the follow up and calculate an ROI on a
specific marketing initiative.
These digital shorts combine voice and visual which are then customized with
the Nationwide brand. They are then delivered to a select group of advisors
via email and again customized for each individual wholesaler. The shorts,
conversational in tone, contain little traditional marketing brochure language
and seek to engage the advisor on their terms and in a tone that advisors use
to talk with each other. Moore’s unrelenting focus on speaking “advisor” to
advisors, has made these campaigns extremely successful and well received.
Well received presentations are one thing, but making sure they drive the next
step in the sales process is another. The system utilized by Moore and Weber
Campaigns provides Nationwide and their wholesalers with reporting on the
individual viewer such as name, email address, time spent viewing the
presentation, number of slides viewed and a report on the advisors actions
when presented with a specific call to action. Having these daily reports
clearly document those that engaged with the campaigns and allows Nationwide
to feed their customer relationship system, effectively driving both external
and internal wholesalers to the advisors who are most interested in the
List hyperlinks to any online news stories, press releases, or other documents that support the claims made in the section above. IMPORTANT: Begin each link with http://, and enclose each link in square brackets; for example, [http://www.youraddress.com]:
Provide a brief (up to 100 words) biography about the leader(s) of the team that developed and implemented the nominated demand generation program:
Kelly Moore is a Channel Marketing Director for Nationwide Financial. Focused
on Life Insurance and Mutual Funds, Kelly ensures strategic alignment between
specific firms that distribute Nationwide product, internal marketing and the
external wholesaling organization within Nationwide. Kelly began her career
at Nationwide as an internal wholesaler for the life insurance segment and has
held a number of increasingly responsible positions within sales and marketing
over her eight and one-half year tenure with Nationwide. Kelly is a 1999
graduate of Wright State University in Dayton, OH.