TAH Benefit’s goal: Heighten brand awareness to create soft leads in a highly competitive market.
PROBLEM:
TAH Benefits was is a very commoditized industry where business health insurance insurance companies typically rely on their insurance carriers/dealers marketing material to sell their products and services. This resulted in having multiple carriers define their brand and they would be giving away their brand equity if they decided to change carriers in the future.
Many customers easily get overwhelmed by insurance options and check out at the amount of overwhelming options in the marketplace. They rarely take the time to understand a firms unique selling proposition and often rely on the lowest cost option for a buying decision. Not to mention how frustrated many businesses are in dealing with insurance providers to solve problems for their employees.
SOLUTION:
Baker Creative performed qualitative, quantitative and social listening to gather the right balance or insights. We were able to identify the “why behind the buy” to create a strong strategy to leverage the brands unique selling proposition and value. They provided a integrated campaign of digital, web, print, design, public relations, email and content.
As a result, the company has experienced:
• Generated more soft sales by 65%
• New sales leads by 16%
• Increased traffic by 100% in the following year by 50%
• Trade show traffic generated 35% more foot traffic than the previous year
• Significantly increased brand awareness, opening up big opportunities for key leadership and sales
• Public relations efforts have reached 1,702,968 plus readers
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