september 15, 2008 1 creative testing case study: amica insurance
TRANSCRIPT
1September 15, 2008
Creative Testing Case Study: Amica Insurance
2
Agenda
• Amica Overview
• RPM Direct Overview
• Creative Testing Approach
• J.D. Power Award
• Results-You Vote
3
Amica Overview
• 1907 – Focus on service
• Direct Writer – Personal Lines Insurance
• 38 Branch Offices & Call Centers
• Auto, Home, Condo, Renters, Marine, Umbrella, Life and Annuities
4
Amica Overview
• Referrals – Primary source of growth
• Marketing – A relatively new activity
• Customer profile/target
5
R4 P M
Response Profitability Marketing
Revenue
Risk
Retention
RPM Direct — your key to direct success…
6
The Turnkey, Outsourced Solution for Highly Targeted, Profitable, Direct Market Auto Insurance Customer Acquisition.
RPM targeting techniques have driven in over $1.5 billion of profitable direct auto insurance premium.
RPM Direct
7
• Methodology developed over the past 12 years.
• Employs a measure of Lifetime Customer Value to target each marketing prospect.
• RPM builds discrete multivariate scoring models on the key drivers of profitability: Response, Conversion, Revenue, Risk, and Retention.
• Proprietary methodology integrates multi-dimensional scoring models into a measure of Lifetime Value for each prospect.
• Customized for each client.
RPM Proprietary MethodologyA. Overview
8
Names
Credit
X Date
Demos
Events
ProspectDatabase
RegressionModels:•Response/ Conversion •Revenue•Risk•Retention
PLVTargeting
Solicit:•Mail•Phone•E-Mail
Phone Center/Website•Underwrite•Sell Product
ProductDelivery
CaptureResponderData
ResponderDatabase
RPM Direct — Database Marketing Model
9
Creative Testing Approach
Champion vs Challenger: Test new approach against existing control position.
• Select adequate sample size to produce meaningful results.
• Construct sample to ensure similar characteristics of test and control samples.
• Adjust tests for cost differences.
• Experience and judgment still play a key role.
10
Amica’s Creative Philosophy
• Consistent with company image and culture.
• Consistent with current customer profile.
• “Savings” not primary focus of advertising.
• Do not try to appeal to all prospects.
• Concepts successful in direct mail may be useful in mass media and in sales material.
• Amica aggressively tests new creatives each year.
11
J.D. Power Award
12
J.D. Power Award
• How does emphasis on the J.D. Power award in the creative affect direct mail performance?
• What would happen if we did not mention the award?
• What would happen if we increased emphasis on the award?
• What happens when you make the award the main copy point and USP of a direct mail kit?
13
Testing Objectives – New Creatives 1 & 2
Objectives:
• Design new creative without plastic card.
• Design new challenger package to beat control kit.
14
Important Rate Information Kit Control
15
New Creative Test 1: Eligibility Certificate
16
Results
Control kit beat Eligibility Certificate kit
100
83
80
90
100
110
IRI Eligibility Certificate
Re
spo
nse
Ind
ex
17
New Creative Test 2: Rate Notice Kit
18
Results
Rate Notice kit beat the control
100
110
80
90
100
110
120
IRI Rate Notice
Re
spo
nse
Ind
ex
19
Objectives:
• Test for value of the J.D. Power award insert.
• Test a J.D. Power card in place of the control card, increasing emphasis on award.
Testing Objectives – Control variations 1&2
20
Important Rate Information Kit Control
21
Test: Remove J.D. Power Insert
22
Results
J.D. Power Insert improves performance.
100
94
80
90
100
110
IRI IRI without J.D.Power Insert
Re
spo
nse
Ind
ex
23
Test: Control Card vs JD Power Card
24
Results
Replacing the control card with the J.D. Power card does not improve performance.
100
80
70
80
90
100
110
IRI IRI with J.D. PowerCard
Re
spo
nse
Ind
ex
25
Objectives:
• Design new creatives that emphasize the J.D. Power award.
• Test using J.D. Power award as a unique selling proposition and main copy platform.
Testing Objectives – New Creatives 3 - 6
26
Before You Pay Kit Control
27
New Creative Test 3: 8 Year Kit
28
Results
Control kit beat 8 year kit
100
84
80
90
100
110
BYP 8 Year
Re
spo
nse
Ind
ex
29
New Creative Test 4: Invitation Kit
30
Results
Control kit beat Invitation kit
100
81
70
80
90
100
110
Before You Pay Invitation
Re
spo
nse
Ind
ex
31
New Creative Test 5: 8 Year Kit
32
Results
Control kit beat 8 year kit (version 2)
100
55
50
60
70
80
90
100
110
BYP 8 Year (version 2)
Re
spo
nse
Ind
ex
33
New Creative Test 6: Hot Buttons
34
Results
Control kit beat Hot Buttons kit
100
90
80
90
100
110
BYP Hot Buttons
Re
spo
nse
Ind
ex
35
Summary
• Higher quality kits are worth the price.
• More of a good thing is not always better.
• Keep the offer simple
• Direct mail effective at targeting Amica’s prospects.
36September 15, 2008
Presented By:
RPM Direct, LLC24 Arnett Avenue
Suite 100Lambertville, NJ 08530
609-566-7150 x 101Fax: 609-566-7155