Business-2-Consumer “Low Cost - high leverage marketing”

Problem: Launch new distribution channel with min $.

Objective: Cut through the heavy competition of the big 4 banks and generate leads (5% share in <5yrs}

• Launched mnemonic device “Raymond Ram”. Built testimonies from target customer groups (middle market). Promoted advantage of face-2-face service and low % rate.
• 100% media spend on low cost DRTV formats and distress media buys (Daytime and Pay TV, Radio and Press.). Weekly lead tacking and call centre alignment maintained ROI
  

Problem: No customer segmentation and dependant on 3rd party distribution (optometrists) for sales leads

Objective: Drive growth and keep Optometrists on side

• Built a “Free trial Pair” response promo on brand TVC. Research questions included in TM script. Indentified new target; Fmls 15-25 and lucrative cosmetic positioning.
• Developed new Direct mail distribution channel (commission tracked to referrer Optometrists). Automatic monthly delivery. 40,000 leads in 4 wks.
  

Problem: How to cut though in the highly competitive and mature domestic insurance market

Objective: Differentiate brand and generate ROI leads

• Focus groups identified key differentiators around European Experience. Cut through was created by using 90 sec infomercials to build brand credibility and focus on promoting response. Media strategy used high reach and low Freq. Sales tracking by 15min day segments maximised ROI.

Problem: Build on-line transaction capability without getting burnt ($$)

Objective: Launch sales, renewals and claims On-line

• Focused on transaction/ sales experience before spending on lead generation
• Insights: 1) Build a tool not a toy. 2) Include all stakeholders in development (i.e. prod, claims, finance 3) Minimise time, pages, clicks to reduce drop out 4) promote call centre No. to support. 5) Build a Test and learn expectation