Mercer Consumer - SUV Auto/Home Oversized Postcard Self-Mailer
Company: Mercer Consumer, Des Moines, IA
Company Description: Mercer is a global consulting leader in talent, health, retirements and investments. Mercer helps clients around the world advance the health, wealth and performance of their most vital asset—their people. Mercer's 20,500+ employees are based in more than 40 countries. Mercer is a wholly subsidiary of Marsh & McLennan Companies, a global team of professional services companies.
Nomination Category: Sales Awards Achievement Categories
Nomination Sub Category: Outbound Marketing Program of the Year
Nomination Title: SUV Auto/Home Oversized Postcard Self-Mailer
Tell the story about your organization's outbound marketing program since the beginning of July 2016 (up to 650 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:
hances are, more people know Flo, Mayhem and a certain gecko better than they know who their elected representatives are. It’s a rare American who hasn’t heard of these and other iconic insurance company pitchmen, women and creatures. They’re fun, engaging, and reinforce brand recognition. They also require tremendous marketing budgets, which are not available to many employers that simply want to provide their employees with quality voluntary benefit offerings at discounted group rates.
For Mercer Voluntary Benefits, most consumers we communicate with are not familiar with our brand; they are receiving communications based on offers provided by their employer. This means in order to succeed, we must concentrate our efforts on explaining the benefits of our products, navigating the tight parameters of our clients, insurance carriers and federal and state regulators along the way.
But that doesn’t mean we can’t have fun. We did, and fun works!
To change up how we market auto and home insurance to some of our voluntary benefits clients, Mercer tested a fun, interactive self-mailer to find out if whimsy and interactivity would increase calls to the customer service line compared with a traditional direct mail letter package. In doing so, we highlighted the savings aspect of the program to see whether employees were most responsive to that benefit.
The self-mailer proved that we could have fun with direct mail AND generate results:
The piece achieved a 58% lift with a 99% confidence level in lead responses compared with the control package.
It also validated that saving money is an important reason prospects call to request quotes and switch their auto insurance coverage.
The 4-color self-mailer was created for a particular client and tested head-to-head against a letter package control. Both were mailed in quantities of 15,000. The oversize piece measured 21 X 6” when flat and open. It was folded down in half to meet postal regulations.
The piece was designed to look like a sport utility vehicle (SUV). It also included a road sign for a “look inside” to see if the prospect could save money.
The same SUV image was repeated on the inside of the self-mailer along with pull-tabs as an involvement device. The pull-tabs were placed on the windows of the SUV, and the prospect was encouraged to “roll down to let the savings in.” Once the prospect pulled the tab, the ease and savings of the program were displayed in short copy points.
Brief copy on the opposite page of the SUV encourages prospective employees to give their auto insurance a “tune up” to see if they could save money if they switch to their employer’s auto and home insurance program. The copy notes how much the employee’s coworkers have saved by switching providers through the program. (That figure is derived from a proprietary book-of-business database.) The employee is urged to join his or her colleagues in the potential savings.
The copy also notes the program’s other prime selling points: one-call comparison-shopping, with a licensed expert, of the employee’s current policy with the program’s several providers; and the employee’s ability to switch providers, if preferred, on the same call. The toll-free number is positioned prominently so the employee can easily make the call.
The test validated our feeling that employees are interested in saving money on major mandatory expenses, such as auto and home insurance. The test also showed that employees would respond well to a package that doesn’t look like a traditional solicitation letter.