Williams mark

AUGUST 5-7, 2015 THE VENETIAN | LAS VEGAS

Presented By:

Presented by

Mark Williams Chief Sales Officer Brokers International

For financial professional use only – not for use with the general public. ©2015 Brokers International, Ltd. All rights reserved.


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Today, you’ll learn how to: • Build a strong call to action. • Integrate your marketing touches. • Evaluate your marketing plan.



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What is the difference between advertising and direct marketing?



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Direct marketing is not advertising, instead it is directly related to sales.



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Advertising Direct Marketing Builds awareness, loyalty and benefits

recall Generates immediate response,

a direct order, a sales lead or traffic

Defers decision-making Stimulates an immediate inquiry

Delays “purchasing” action Facilitates “purchasing” action

Advertising v. direct marketing Key differences:



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The average human attention span is shorter than that of a goldfish.



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Determine one objective • Every marketing item you create should have

only one primary objective. • Providing too many options can overwhelm your

audience and create decision paralysis.



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Determine one objective



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Relate to your audience Don’t be a bad dinner party host.



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Relate to your audience • Every prospect wants to know, “What’s in it for me?” • The most powerful word in marketing is YOU.



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Relate to your audience

I statements You statements I will give you a financial workbook. You will get a financial workbook.

I will show you how to prepare for retirement.

You will learn how to prepare for retirement.

My website has new information. You can find new information on my website.

I offer annuities to my clients. You can access annuity products through me.



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Relate to your audience



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Make them an offer An offer is a proposal to your target audience. It explains what the “buyer” and “seller” intend to do for each other.



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Make them an offer



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Importance of offers • Break through inertia • Facilitate a specific response • Make it easy to respond • Focus on a specific benefit you can deliver • Address a need and/or provide a solution



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Compliance considerations Be sure to check with compliance guidelines when you develop an offer.



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Offers are like the main course • Different “food” attracts different “people.” • Don’t invite your clients to dinner until you’ve

prepared the meal.



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Effective offers affect emotions.

Emotions affect actions.



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Parts of an offer • Benefits of your product or service • Cost, price, or payment terms • Incentives • Specific conditions



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Benefits

Cost Incentives

Specific Conditions For financial professional use only – not for use with the general public. ©2015 Brokers International, Ltd. All rights reserved.


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Make it easy to respond • Provide multiple ways to respond. • Experiment to find out which response

mechanism generates the most activity. • Capture enough information to contact your

prospect.



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Ease of response



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Ease of response Most importantly, keep it simple! If you confuse your audience, you will lose them.



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Make it mobile-friendly Did you know, 53 percent of total email opens occur on a mobile phone or tablet?

Q3 2014 Email Benchmark Report.” Experian. Web. 25 March 2015.

http://www.experian.com/marketing-services/email-marketing-quarterly-benchmark-study-q3-2014.html For financial professional use only – not for use with the general public. ©2015 Brokers International, Ltd. All rights reserved.


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Make it mobile-friendly Ease response in your own mobile marketing. • Tip: In your email signature, hyperlink your

phone number to automatically dial when clicked.



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Make it mobile-friendly Today, internet usage on a mobile device exceeds internet usage on a desktop by 20 percent.

“The U.S. Mobile App Report.” comScore. 21 August 2014. Web. 25 March 2015

http://www.comscore.com/Insights/Presentations-and-Whitepapers/2014/The-US-Mobile-App-Report For financial professional use only – not for use with the general public. ©2015 Brokers International, Ltd. All rights reserved.


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Make it mobile-friendly Visit espn.go.com on your smartphone. • What elements of their site make it easy to

respond or engage?



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Put it all together

Solution

Offer

Problem

Ease of response



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Advertising or direct marketing?



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Advertising v. direct marketing So far you’ve learned that direct marketing messages must: • Contain a clear call-to-action; • Have one main objective; • Use language that relates to the consumer; and • Ease response.



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Concentrate on the campaign • Don’t think of your marketing messages as one-

hit wonders. • Everyone who you contact will not respond. • Branding can help keep you top-of-mind.



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Branding A sorting device for consumers that defines your company.



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Brand examples Who is this?

Allianz • Retirement • Experience • Global



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Nike • Sports, athletics • Apparel • “Nothing is impossible.”



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Prudential • Insurance • Investments • “The Rock”



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Pepsi • Soda • America • Refreshing



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What do your clients say about your brand?



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Define your company What value do you offer your clients? • Determine your target market’s needs. • Examine your strengths.



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Create an elevator speech Develop your positioning statement • A statement that summarizes a promise to your

customers and represent your company’s vision of the future.



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Example ABC Insurance Company equips individuals to improve their retirement readiness through its unique programs, personalized one-on-one services, and quality insurance products from high-rated insurance companies.



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Create a tagline • A slogan, clarifier or guiding principle that

describes, synopsizes or helps create interest in your company.

• Must be short, unique, capture your positioning statement and evoke an emotional response.



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Examples • Allstate: You’re in good hands with Allstate. • GE: Imagination at work. • Metlife: I can do this. • Apple: Think different. • Nationwide: On your side.



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Develop a visual identity Use symbols, shapes, color and typography strategically and consistently throughout your marketing messages.



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Create an integrated approach Communicate your brand and direct marketing messages at every consumer touchpoint. • E.g., website, email, direct mail, advertisements,

video, social media. • Repurpose your offers across channels.



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Create an integrated approach

Consumer touchpoints:



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Repurpose offers across channels Social media and ad slick examples:



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Create an integrated approach: A cross-channel, integrated marketing and branding approach will allow you to: • Grab your audience’s attention; • Drive them into action; and • Keep your brand top of mind.



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Your own marketing plan

What are the strengths and weaknesses of your own company marketing plan?



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Your own marketing plan Brokers International has the resources to help you: • Develop clear call-to-actions; • Improve response; • Create a consistent brand; or • Employ an integrated marketing strategy.



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Stop by our booth for information on our specific marketing programs and resources.

800.362.1097 | www.biltd.com


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Williams mark