dont just tell it - sell it! marketing employee benefits
Post on 07-Aug-2015
86 Views
Preview:
TRANSCRIPT
What It Is Not
Company Picnic!!!!
Open Enrollment!!!!
7 Financial seminar!!!
BELIEV
E ME!!!
!
Underline bold ALL CAPS!!!!
5 Immutable Laws ofMarketing Communication
1. Unless it is believed a message has no worth.
2. What is important isn’t always interesting.
3. Timing is crucial to message effectiveness.
4. There are costs associated with not communicating.
5. It’s more important to win hearts than minds.
Communication Steps to Action
ACTION
Facts to Emotion
Text Charts Infographics Video StorytellingPhotos
Stories are Data for the Soul
• Stories trigger emotional responses.
• Engaging the brain makes stories more memorable.
5 Key Communication Strategies
1. Make it personal
2. Include spouses as an audience
3. Leverage vendor resources
4. Make information available on demand
5. Use content experts
6. Tie benefits to corporate strategies
Make It Personal
The WIIFM filter (relatable)
Limit TLA/FLAs and talk to OHBs
Tap into emotion (storytelling)
Make information portable
Package employee discounts
Use modeling
Include Spouses as an Audience
• Speak to them in the content
• Send it home (apps, internet access)
• Invite them to benefits fair, open enrollment meetings
• Collateral (refrigerator magnets)
Leverage Vendor Resources
• Coordinate timing of messages
• Branded look and feel
• Brand language
• Review contracts
• Seek best practices
Make Information Available On Demand
• Online and searchable
• Lifecycle Kits
• Scalable websites / flat design
• Cloud-based Apps
• Global audience
Tie to Corporate Strategies
Mirror language from corporate objectives
Senior business leader support
Corporate Social Responsibility
• Package benefits for impact
• Get credit by branding everything
• Look for emotional value proposition
• Be creative
Benefits Marketing Ideas
top related