Insure Success
Approximately eight years have passed in the 21st century, and the United States has already endured multiple major catastrophes. The government responded to the September 11 attacks with an ongoing war on terror; natural disaster manifested in the form of Hurricane Katrina; and global warming became more than hype, with unknown consequences lingering in the balance.
Now, consider more commonplace tragedies: life-threatening illnesses, premature death, car accidents, theft and property damage. With an estimated life expectancy of 77.8 years, according to the National Center for Health Statistics, chances of experiencing one to all of the above remain high. Because insurance representatives are often associated with these misfortunes, they have been deemed the “harbingers of doom.”
To succeed in this particular market, a “protect-yourself-at-all-costs” attitude must be sold to potential customers. But, while sensitive topics should be handled with care, salespeople can add a positive spin to their pitch through a little creativity. Think the Geico cavemen (pre cancelled prime time series) or the infamous computer-generated gecko.
From light-hearted promotional items to colorful forms and strategically designed envelopes, insurance products are no longer necessarily associated with the drab and dreary. To get distributors started, the staff of Print Professional has included a sampling of items initially featured in Promo Marketing magazine, our sister publication, and the Who’s Mailing What! Archive.
Remember, uncertain times don’t have to be hard times.
The general-purpose First Aid Outdoors Kit from Ready4 Kits contains a variety of items—including bandages, ointment, antiseptic swabs and adhesive tape—to treat minor injuries. Available in black, red, camo and royal blue, the kit has a 5x3" imprint area.
Graphco’s Transparent Calculator is a welcome and handy addition to any desk. The item comes in blue, green and red (shown). It has a 11⁄4x3⁄4" imprint area.
The Collonade Twist, from Leed’s, features a twist-action mechanism. Its standard European black ballpoint ink cartridge distinguishes the item for even the most discerning customer. The pen comes in black, blue and silver. Decorating options are available, such as colorprint, laser etching, laser etching initials and laser etching name.
The Collonade Twist, from Leed’s, features a twist-action mechanism. Its standard European black ballpoint ink cartridge distinguishes the item for even the most discerning customer. The pen comes in black, blue and silver. Decorating options are available, such as colorprint, laser etching, laser etching initials and laser etching name.
In a branding effort for State Farm Insurance, ePromos partnered with Top Marketing USA to provide promotional wristbands for a youth soccer tournament. Two types of bands were the end result. Fans and family members received one-ply, screen-printed wristbands, while coaches and players were given embroidered, two-ply wristbands.
An envelope for 21st.com takes a simple, but effective, approach. With no eye-catching imagery to draw in prospects, this piece relies on a “less is more” technique. A larger window has been built into the envelope to direct attention to an advertisement for a free $20 gas card for auto insurance shoppers.
21st Century Insurance used a mailer exemplifying how creative design delivers the correct message. The teaser included on the rear windshield of the automobile, featured on the front of the mailer, initiates curiosity among recipients. After turning over the piece, individuals will notice two brief questions prompting them to reflect on how their money is spent (shown). User interaction is encouraged as end-users are instructed to open the hood of the car where they can learn about free incentives for choosing this particular company.
Travel insurance companies, including AIG Travel Guard, rely on vibrant colors and bold imagery to make their mailers pop. The company also addresses a common fear among any traveler—protect yourself “when bad vacations happen to good people”—to motivate a call to action.
Attract potential insurance customers right from the beginning with the front component of the envelope. A mailer for GEICO features a colorful image of a customer activating his insurance plan to prove the process doesn’t have to be tedious and costly.
AAA Life Insurance Company gives this particular mailer a patriotic feel with a red, white and blue color scheme. Furthermore, all fields requiring attention are highlighted in yellow, allowing for greater readability and eliminating any confusion.
- Places:
- United States