Are your customers tuning out your efforts with the marketing messages? Is it getting harder and harder to grab potential customers’ attention and converting that into sales? Well then read on because we might just have the answer.
While grabbing a consumer’s eye is a key to success, you also need to make sure that it can hold their attention and engage them.
The idea originated from the “stripping” concept. We encouraged consumers to strip their auto loan rate down. The imagery was catchy and allowed people to rip off a piece of poster to view what was underneath and ultimately “strip” their rate. This concept definitely made the campaign unexpected, share worthy and memorable.
Marketers avoid taking the “edgy” route because they think they will tick people off and repel them from buying what we are selling. They don’t realize that today’s audience is harder to offend because of all the content they are served with every day. Plus, causing extreme reactions and allowing people to break away from routine makes the campaign a talking point.
Mindy Uitterdyk, Marketing Specialist at UniWyo, mentions that campaigns like these “get us out of our comfort zone as far as the messaging and how we present the messages.”
This campaign, when presented to the executive team at UniWyo FCU, raised eyebrows and emerged questions. Once they found out the whole concept, it made them smile and left an everlasting impact. The results made them smile even more!
The employees played an important role with the campaign to engage members by implementing some viral marketing ideas that are included with the campaign. The voices of employees were recorded and used for the radio commercials as well.
While the product offering by UniWyo was attractive, pairing it up with the Strip Your Rate (SYR) campaign sparked conversations and allowed people to share the message. The campaign collateral (with URL to the microsite) and strategy kept the viewers attention and persuaded them to sign up for the auto loan.
As people signed up for the campaign through the microsite, everything was easily tracked. The short lead form collected the customer’s interest in auto loan, their information and how they discovered the campaign. This data was used by the loan officers to follow up with individuals.
Once the form for the auto loan application was submitted the form was set up to send an automatic follow up. The microsite also had a contest tied into it which allowed collecting leads and driving them to the auto loan offer as well.
UniWyo also paired a good cause with the campaign as part of the process. They had bins set up for people to donate gently used clothes. People stripped away their wardrobe to help the needy. A good cause associated with the campaign drove content for their social media page as well as loyalty towards the credit union.
The results were amazing for this campaign. The credit unions exceeded their loan goal by 28.46%. They drove a total of 7 million in loans in just a six week long campaign. This was also 12.38% over their 2011 auto loans promotion during the same time.
How have you recently destroyed the box and done some edgy marketing? Share your story below!