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Fact-Based Planning Drives Campaign Success
The Client
Markel American Insurance Company
The Challenge
In the face of strong competition from larger insurance
companies, Markel enlisted help from Johnson Direct
to increase inquiries for its motorcycle insurance products
and convert them into sales.
The Solutions
We used research, fact-based planning and layered decision
making to help us develop a strategic approach that
would maximize Markel’s budget. Based on relative market
potential, we determined that 14 states had a very high
chance of generating strong response rates and 15 more
states had a good chance. Using that information, we
were able to target our efforts to focus on the areas
with the highest sales potential and eliminate marketing
in states where the possibility of success was limited.
We created a multi-channel campaign that included advertising
in select motorcycle enthusiast publications, direct
mail to motorcycle owners in our target areas and a
website landing page. The creative carried relevant
marketing messages to address competitors low price
claims.
Four initial concepts were presented for print ads.
Instead of choosing one, the client liked them all,
so we developed four ads and rotated them in select
motorcycle publications. The ad creative was used as
the basis for a direct mail campaign that included three
self-mailers and one letter package. We also provided
counsel on updating an existing landing page to coordinate
with the campaign.
The Results
- Our campaign helped to almost double the bind rate
for new policy holders (conversion from lead to customer).
- Detailed research and planning enabled us to maximize
effectiveness with the given budget.
- The direct mail pieces we developed outperformed
all previous efforts.
The Tactics
- Research
- Fact-based Planning
- Strategic Message Development
- Advertising
- Direct Mail
- Website Counsel
- Retention Consulting
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