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Archive for May 13th, 2008
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| Objective: | To encourage attendance and provide positive reinforcement for a training seminar. |
| Strategy Execution: | At its Bohemia, NY headquarters, the company conducted a series of new-hire orientations for its worldwide sales force. This was intended to acquaint attendees with the company’s culture, policies and procedures, products and sales strategies. Logo-imprinted portfolios, ballpoints, brass paperweights and mouse pads were distributed to all attending salespeople and presenters at the beginning of the seminar. Attendees were encouraged to collect colleagues’ business cards to insert in the attractive card holder they received. For a “graduation” gift, the senior sales vice president presented class members a lapel pin. |
| Results: | Well-received by the target audience, the quality promotional gifts acted as incentives to attend and present at the seminars, according to Symbol’s design and media specialist. |
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| Objective: | To generate referrals to an adolescent substance abuse program. |
| Strategy Execution: | The target audience-1,000 juvenile court judges, school guidance counselors, teachers and clergy in the states of Florida, Georgia, Alabama and South Carolina - was told by mail that the LIFE Program had come under the direction of the hospital. The theme, “A Kid On Drugs Can Sink The Entire Family” was used, along with graphics featuring a family photograph “sinking” into a turbulent sea. To encourage recipients to call the LIFELINE with concerns about any youth they were working with, the mailer included a life ring clock, a rolodex card and business reply card. The direct mail/specialty advertising campaign was supported with a variety of media including outdoor, radio, newspaper and trade journal advertisements. |
| Results: | The advertiser reported 300 requests for more information, and 10 admissions to the LIFE program attributed to the campaign. |
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| Objective: | To motivate a sales force through a contest offering quick redemption of prizes. |
| Strategy Execution: | Eager to achieve its 13th consecutive quarter of growth, the insurer needed to perk up summer sales, traditionally the slow period for the out-in-the-heat door-to-door agents. Hence, the “Summer Fireworks!” contest. Agents were told in the kick-off video, “The long hot days of summer are your window of opportunity to sell and reach new heights.” The company’s 5,000 agents were issued a scratch-off card for every application they wrote. At the weekly sales meetings, the agents ceremoniously scratched their cards one at a time to build excitement. Winners were verified and prizes such as auto dashboard noteholders, six-pack coolers, caps, vinyl bags, watches and calculators were awarded at the next meeting. Each ticket was entered into a weekly sweepstakes that offered a Cancun vacation, a cruise and various merchandise prizes. At the end of the contest, there was a grand prize drawing for a $10,000 car voucher. |
| Results: | With new applications averaging 500 a week, American General obtained $1.25 million in new premium income and attained its historic 13th quarter of growth. |
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