 For just one penny more than its previous marketing effort, Johnson Direct lifted Northwestern Mutual's response rate up more than 11 percent.
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 Project:
Education of customer base regarding the breadth of available financial planning products and services.
Services Provided:
Objectives:
Northwestern Mutual Life Insurance Company was looking for a cost-effective marketing solution to generate interest among existing insurance customers in its other financial products, thereby increasing for the Northwestern Mutual Financial Planning agents the number of qualified leads available to them.
Strategy:
Johnson Direct wrote and designed a multi-page statement insert for the client under the headline, Innovative Solutions for Your Financial Future. The piece included a photo montage of families enjoying various, easy-to-relate-to stages of life, and simplified explanations of the financial planning products available to current life insurance customers:
- Retirement plans
- Education funding
- Investment services
- Estate analysis
- Trust services
- Business solutions
The insert also featured a postage-paid reply device that provided Northwestern Mutual with useful information about the products of most interest to current customers.
Results:
Northwestern Mutual experienced a more than 11 percent response increase - going from 6 to over 70 qualified leads per month - for an increased marketing investment of one penny more than had been spent on previous direct marketing efforts.
Testimonial:
“Johnson Direct team, the results you helped Northwestern Mutual Financial Network® achieve are amazing. Thanks so much!”
Jodie Peters
Marketing Specialist
Northwestern Mutual Financial Network® |
