CASE STUDY: Engaging a Low Involvement Category User
Situation: Insurance Provider wants to Better Sell Disability Coverage
Solution: A flexible structure with many creative exercises to stimulate dialogue including insurance product perceptual maps, category sorts, drawing cartoons, and writing testimonials and fan letters. Combined with properly segmenting the potential targets, the team crafted a number of new ways to think about approaching the sale of their product to break the paradigm of just “checking the box” on the form – a winning approach!
