How would you come to describe the emotional reationship towards your insurance provider? Pure business? Not viable? Suspended? Well, then you are probably not alone….
Being quite aware of the difficult standing with clients in their industry, the Zurich insurance company lately came up with a quite innovative and ambitious concept for their Normadz® offering to hit the road and probably every other location frequent travellers would find themselves in a hassle. With a target market of "anyone using a Blackberry on a regular basis" they set up "help points" at Europes most frequented airports i.e London Heathrow and Frankfurt, where a lot of their targeted customers were likely to pass by on a regular basis.
At these service outlets travellers can get free internet access, basic concierge services and, of course, an introduction to the Nomadz service, which provides from a mixture of emergency alert and rescue services to concierge style amenities.
To make sure the effort gets noticed, e.g. at Frankfurt airport the entire way from the main check-in hall to the help point has been plastered with fullsize ads making often heard (bold goes without saying) claims like "Need a question answered?" or "Help when it matters most.".
However, as the accompanying – and after two years still not quite complete – website suggests, some not entirely thought through points come with the promotional demo:
You won’t get any assistance (or even the free internet service) at these spots outside regular working hours, not on weekends and, of course, not on holidays. And the loudly advertised power outlets are available for free to passengers all over the airport anyway.
Left-alone and all monitors dark (except for reflections and the advertising):
The Zurich „Help when it matters most”-stand.
Though, isn’t exactly this the core benefit of any insurance offering (and even more with the one being promoted)? A service providing "help when it matters most" and not "when it comes along the cheapest"!? Just as emergencies don’t use to restrict themselves to opening hours.
You may now argue, if there is a lot of sense in keeping such promotional stand occupied at times, when salaries for the operating staff are higher, with the number of prospective contacts decreasing at the same time. But if, as with insurance, your entire industry’s main USP is to be reliable come what might (and with the advertised offer even focussing on this fact…), then saving on the pennies for an approach to publicly demonstrate it may backfire quite rapidly. Because if already your very own promotions fall short of delivering the advertised values, how will then your services do for a customer?
So think again when planning the next pitch to prospective customers: How can you have the way you deliver your presentation support, rather than contradict, the message you want to send out? Get this answered right and you’ll be surprised by your audience’s honest and welcoming reactions.