Question

Topic: Strategy

Creative Concept

Posted by lathans on 11/5/2010 at 4:17 PM ET 500 Points
We have 2 parts to our business. One provides hrms/payroll software. The other iprovides benefits administration for COBRA and Flex Spending plans.
Most payroll/hrms solutions are designed for the herd; a one-size fits all approach. Our clients usually come to us out of frustration with those other companies because their requirements don't fit the mold; they need customization, flexibility, and agility at a good price point. For this reason, internally, we have starting to refer to our perfect clients as "zebras". They're unique and they know it.
On the ben admin side, it's very commoditized, so low price is the sales driver with service and reputation running in second position. We deal mostly with brokers.
Our challenge: We need to create a graphic, tag line/identifier, and GET A QUOTE button for a landing page for both these sides. We'd like to do something that embraces this "zebra" concept because it's much different than anything anybody else is doing, but are having issues trying to apply it to the benefits admin side. Anything come to mind or should we just abandon this idea?

Your help is always appreciated!
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RESPONSES

  • Posted on 11/5/2010 at 4:29 PM Moderator
    You really have two very different benefits you're trying to communicate (for two different products). Trying to accomplish both with a single solution is going to make you crazy AND be suboptimal for at least one of the products, if not both of them.

    You're trying to fit a fat man and a skinny woman with the same one-size-fits-all garment.

    Abandon the idea, and replace it with two different campaigns using different landing pages. There is no advantage to the "single solution" approach, and there are major disadvantages. It may not even be a good idea to identify both of the products as being from the same company, but you've probably already crossed that bridge.
  • Posted by lathans on 11/5/2010 at 5:12 PM Author
    Actually we cross-sell frequently, and for us these products can be stand-alone or integrated. In this space, all these services are HR-related in that they all free up time and resources for staff, and allow HR to become a strategic part of the organization.
    So fixing the business model isn't my task; it is what it is. I have to find a way to make whatever we do cohesive or at least relative on some level.
  • Posted on 11/6/2010 at 12:06 AM Member
    I think I'm still a little confused with the question... Are you trying to do an immediate cross-sell with both services?

    People will be searching for their specific need at the moment, and the link they click on in the Search Engine Result Page must be highly relevant to that specific search (or it may not even appear)... trying to cross channels right away could provide a Google led beating to any rankings you have already.

    However, a highly targeted page with a quote button that leads to a dynamic questionnaire and asks something like "Are you interested in saving time and money in this other area also..?" might work. when yes selected it leads them into the quote for that department.

    Just make sure the "second" quote survey doesn't try sending them back to the first one.

    if you have the time, This video about "starting with why" might help provide some clarity:
    https://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.html
    it's about 20mins.
  • Posted by CarolBlaha on 11/6/2010 at 9:01 AM Accepted
    I like the idea- -a lot. I understand the cross selling. Two separate campaigns will weaken the brand-- keep it as is.

    The "click for quote" may sound too simple, but it's accurate. Build the uniqueness from the verbage. I'd make the analogy about something like car insurance. You can buy that online and customize or change coverages, limits, etc.

    "Somehow you don't fit into the hurd" and do your herd with the zebra. And stress getting this online quote doesn't mean you are limiting your options. I'd also have a link so they can talk to someone from the net, and train them well on both product and closing.
  • Posted by Jay Hamilton-Roth on 11/6/2010 at 11:31 AM Accepted
    I'm with Carol on this. Either the "don't fit into the herd" graphic or play off zebras and use something like: "pick your HR stripes".
  • Posted by Markitek on 11/8/2010 at 9:39 AM Member
    I'm negative on this idea.

    Zebras will plague you for the rest of your life. It's one of those identifiers you have to explain for it be understood . . . which makes it a burden. Then you have to deal with the resonance: zebra stripes are associated with fashion (I think) more than anything else. Logically, I would think a sheepdog (managing a herd) a better symbol . . . and I wouldn't use it either.

    Advice: don't overthink or over-clever this. You're already encountering the problem as you try to manufacture a connection between a zebra and your HRMS and you're finding it all twisted and artificial.

    Finally, there is no intrinsic benefit to finding some marketing idea that no one else is doing it. (Sometimes no one is doing it because it's a bad idea).
  • Posted by cookmarketing@gmail. on 11/8/2010 at 8:29 PM Member
    Your ultimate decision maker for single source for multiple
    source/benefits packets will (probably) not be the one on the keyboard...much higher up the ladder. At this level, cute rarely works.

    Offer the problem, Give the Solution.

    To this point, I haven't a clue what problem you are trying to solve, do your customers? As to brokers, they go where the money is. But the two parameters together; address to correct decision maker, and make it 'easier' for brokers to do the same
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