trusted choice creative presentation 111319€¦ · trusted choice | creative presentation |...
TRANSCRIPT
Creative Presentation | November 13, 2019
Trusted Choice
2Trusted Choice | Creative Presentation | November 13, 2019
Agenda • Introductions - Who is Grafik?
• Methodology
• Creative Directions
• Discussion
• Next Steps
Grafik Snapshot
Located in ALEXANDRIA, VA
since 1978
BRANDING AND MARKETING
ConsumerBusiness
Government
35 CREATIVES & STRATEGISTS
700+ INDUSTRY AWARDS
CORE SERVICES
Strategy Getting to the core of your organization’s unique value
Research & Analysis Target Definition &
Persona Development Brand & Mantra Development
Creative Building visual and verbal consistency
Logo & Visual Identity User Experience
Positioning & Messaging Marketing & Advertising
Engagement Nurturing, conversion,
and results
Creative Implementation Digital Development
Experiential Measurement & Optimization
Trusted Choice | Creative Presentation | November 13, 2019
Select Clients
4
Immersion
5Trusted Choice | Creative Presentation | November 13, 2019
6Trusted Choice | Creative Presentation | November 13, 2019
M E T H O D O LO GY
We began by absorbing the findings gathered over the years by the Big I, supplemented with some additional research around attitudes and behaviors among target audiences, including: internal
externalindustry
1. Online Survey & Existing Personas
2. Board Member Interviews
3. Audit of Industry Messaging
7Trusted Choice | Creative Presentation | November 13, 2019
M E T H O D O LO GY
Findings from Initial Research
• Across demographics and business lines, cost remains the most important consideration when purchasing insurance
• Those who have purchased insurance through an independent agent in the past see “personal customer service” as the greatest benefit
• Hierarchy of messaging by business line can change to reflect unique considerations
8Trusted Choice | Creative Presentation | November 13, 2019
M E T H O D O LO GY
Highlights from Online Survey
10%12.5%12.5%
25%25%27%32%
60% Personal customer serviceCompetitive pricingSave timeUnbiased adviceBetter coverageFlexibility to switch carriersThere is no benefit Specialized (e.g., houseboat)
5%
19%22%
25%29%
66.5%
Cos
t
Cus
tom
iza
tion
Bra
nd
loya
lty
Loca
l p
rese
nce Oth
er
Ease
Most important factors in choosing current insurance policy
Perceived top benefits of purchasing through an independent agent.
9Trusted Choice | Creative Presentation | November 13, 2019
M E T H O D O LO GY
Findings from Board Interviews
• The importance of advice, versus simply options, should come through loud and clear
• We are speaking to people who don’t have the time or understanding to make smart insurance decisions without the advice of an expert
• Consumers do not differentiate between captive and independent agents
• Trust is less credible within the strictures of a top-of-the-funnel digital campaign
• The primary audience we are targeting has already made the decision to deal with a human being, and values the agent (advisor)/customer relationship
• Choice can be a differentiator when carefully defined and paired with informed advice
• Policy types are secondary to the independent agent experience
M E T H O D O LO GY
10Trusted Choice | Creative Presentation | November 13, 2019
Any execution should highlight the personalized packages and better customer service already credibly perceived as an advantage by those who’ve dealt with an independent agent. That perception supports the unique positioning of Trusted Choice agents as skilled advisors who fully capitalize on their ability to compare all options prior to making a recommendation.
Overarching takeaway
11
Creative Approaches
Trusted Choice | Creative Presentation | November 13, 2019
Direction One
12
Made You Laugh
Trusted Choice | Creative Presentation | November 13, 2019
13Trusted Choice | Creative Presentation | November 13, 2019
C R E AT I V E A P P R OA C H : D I R E C T I O N O N E
Made You Laugh
Critical to any marketing campaign is finding a way to consistently stand out from your competitors. There are also rare times when you can “draft” (in the NASCAR sense) on the greater media buy of others, especially if there is a similarity to the approaches within an industry. That is the case today. Humor is used smartly and to great effect in much insurance industry marketing. We can use this to our advantage by gently poking our own fun at this approach while putting forward the advantages of Trusted Choice personalization.
14Trusted Choice | Creative Presentation | November 13, 2019
M A D E YO U L A U G H : H O M E / A U TO / L I F E
1 4
15Trusted Choice | Creative Presentation | November 13, 2019
M A D E YO U L A U G H : H O M E / A U TO / L I F E
1 5
Photo FPO: Her expression changes from smiling to dismay as she looks at her mobile device.
Photo FPO: Her expression changes from smiling to dismay as she looks at her laptop.
16Trusted Choice | Creative Presentation | November 13, 2019
M A D E YO U L A U G H : S M A L L B U S I N E S S
1 6
Direction Two
17
The Big Picture
Trusted Choice | Creative Presentation | November 13, 2019
18Trusted Choice | Creative Presentation | November 13, 2019
C R E AT I V E A P P R OA C H : D I R E C T I O N T WO
The Big Picture
Ads are more memorable when message and technique—the explicit and the implicit—are aligned. In the following execution, we make the high-level case for independent insurance agents providing value through their ability to see “the big picture.” This lays the foundation for deeper messaging whose proof points of knowing the local community, taking the time to learn the client’s specific situation, and having the freedom to choose from all options, results in recommendations truly customized to clients’ needs.
19Trusted Choice | Creative Presentation | November 13, 2019
T H E B I G P I C T U R E : S M A L L B U S I N E S S
20Trusted Choice | Creative Presentation | November 13, 2019
T H E B I G P I C T U R E : H O M E / L I F E
21Trusted Choice | Creative Presentation | November 13, 2019
T H E B I G P I C T U R E : M O O D B OA R DS
In addition to the animated examples shown, we have included mood board examples of The Big Picture scenarios to illustrate the extendability of the campaign, especially to the different product lines.
These are not the images that will be used in the campaign, but rather examples of situations we would stage and shoot for use in both digital and broadcast executions.
22Trusted Choice | Creative Presentation | November 13, 2019
T H E B I G P I C T U R E : M O O D B OA R DS
Small Business
23Trusted Choice | Creative Presentation | November 13, 2019
Home/Life
T H E B I G P I C T U R E : M O O D B OA R DS
24Trusted Choice | Creative Presentation | November 13, 2019
Home/Life
T H E B I G P I C T U R E : M O O D B OA R DS
25Trusted Choice | Creative Presentation | November 13, 2019
Home/Life
T H E B I G P I C T U R E : M O O D B OA R DS
26Trusted Choice | Creative Presentation | November 13, 2019
Auto
T H E B I G P I C T U R E : M O O D B OA R DS
27Trusted Choice | Creative Presentation | November 13, 2019
Auto
T H E B I G P I C T U R E : M O O D B OA R DS
28
Next Steps
Trusted Choice | Creative Presentation | November 13, 2019
29Trusted Choice | Creative Presentation | November 13, 2019
Next Steps • Concept approval
• Determine final scenarios
• Production for digital, broadcast, radio, and print
• Q1 target launch