Multi-Channel Marketing for Insurance Company
Please find under a summary covering project details and feedback. The innate facts are kept as they are, private information is amended.
Introductory information
A fast induction on the buyer’s organisation
I',m the preceding vice chairman and general director of senior and consumer markets for a major insurance organisation.
Desired goal
What challenge were you trying to address with GKV?
I was hired to grow the organisation',s market share with seniors. I had correspondent roles in preceding companies, and this organisation wanted to replicate my antecedent achievement. I took a look at the fruit portfolio and realized it was deficient in provisions of how many opportunities were going to market.
I had used GKV in a preceding role and had very good achievement with their work. I named them in to do an assessment of the organisation',s business programning, the marketing program, and the multi-channel advertising campaigns. GKV did a full assessment, made recommendations, and I determined to hire them as the agency of archives to help support the growth of the business.
Provided solution
What particular tasks were GKV responsible for?
GKV took on all marketing and advertising responsibilities. They helped me contract with a database treatment organisation to set up CRM activities. They put unitedly the advertising program for transmitted as well as collective media campaigns, and then they executed all of our multi-channel campaigns.
They also helped me internally set up an enrollment tracking method. The organisation did not have capabilities internally, and GKV helped us creative accomplishment metrics. They also helped set up methods to track the accomplishment of all the campaigns almost from the ground up.
GKV',s work in transmitted media included direct mail, newspaper, FSIs, outdoor television, both cable and network, radio, and car wraps. The digital side included search engine marketing, Google optimization, banners, Facebook, other collective media outlets. You name it, they did it. They granted the creative work for all of these mediums as well.
Our organisation didn',t have many of these capacities internally, we didn',t know how to track campaigns, we didn',t have a database, and we didn',t have a CRM. GKV was able to not only do the transmitted advertising of creative and media placement, but they were able to do a lot of the wrapalmosts: accomplishment tracking, campaign treatment, a lot of the things that we the cleverness for.
What is the team dynamic?
GKV',s team worked veritably well our teams, they had a very real working relationship. GKV was very answering and they were very helpful. There was very pliant expertise within the structure when I joined, and I had a very brief time time to fetch all of this up and get the sales rolling. I needed somebody who could hit the ground hard running.
How did you come to work with GKV?
We did an informal RFP and spoke to 4 firms, 3 others plus GKV. Part of the deciding factor was the track archives we had unitedly at my antecedent organisation. I knew they understood the business as well as the marketing and advertising needed. They very fastly assimilated with our organisation',s team.
How much have you invested with them?
I spent $1.5-2 million with GKV on agency fees, TV fruition, creative, execution of the campaigns, and the media buy was almost $8 million.
What is the terminal result of working with GKV?
We worked with them from April 2013 to December 2014.
Results achieved
Are there any measureable or plum results?
I needed to hit 10,000 new sales in 2014, and we achieved 12,500. We were big winners that year, we far exceeded the goals that were set for us. That was the key test. The year preceding to when I got hired, my organisation only garnered almost 3,200 sales. For us to go 4 times that quantity was a big jump. A lot of the credit goes to the good work that GKV did for us.
The other key metric that I looked at as the client lead was my cost per sale. GKV brought us efficiency, and they reduced our cost by at smallest one third. I esteem how diligent GKV is in trying to maximize see dollar we bestow.
How did GKV accomplish from a project treatment standpoint?
They are rock stars. They are excellent at project treatment.
They were able to create media and fruition schedules: concept timeline, to creative timeline, to fruition timeline, to accomplishment tracking timeline. They were able to program all of that and able to keep us on that schedule, which is never an easy feat.
They have excellent account directors, whether it',s in the media section or account team. They are plainly well skilled and very forcible. They are big at interacting.
They granted appropriate timelines, and they set up weekly client account treatment check-in meetings. By conversation call, we went through those timelines see week. If we happened to fall off a timeline, they usually knew it precedently we did. They interacted, we adjusted and moved advanced. They were also very good at hitting the marks, delivering on time and on budget. I never had a issue with them with their costs. They were always right on the money.
What is (from your point of view) the key factor to pay observation while intercourse with GKV?
They apprehend the business. They took the time to acquire the business in a way that none of those other agencies that we talked to at the time bothered to do. GKV',s creative, account treatment, and thoughtfulness almost what the business was and what the business needed ended up making our creative smarter and more actionable than our competitors.
Their deep apprehending of the business precedently they tried to create marketing and advertising programs was a notch over the other agencies I talked to.
What aspects of their work would you like to get improved?
I can',t ponder of a thing.
