Insurance Firms Go With Power Premiums
In a bare bones effort from Hartford, life insurance is being offered to a prospect, and the calculator premium is thrown in there as a "free no obligation" gift to sweeten the deal. Very few words are used for the premium, however, and it doesn't even warrant a picture either. Yet it must be doing something for the insurance giant, for it's been Hartford's mainstay premium for years (Archive code #452-178519-0811).
AIG (yes, that AIG) went with the tried-and-true premium of frequent flier mileage in its September 2008 effort. Partnering with U.S. Airways, its auto insurance division makes this premium the star of the #10 package. Rather than announce itself on the outer, AIG employs a triple-window approach that shows the prospect's address along with his dividend miles number and how much money he's going to save. The Johnson box then gives away the premium deal: "Save $359 on your auto insurance and get 500 Dividend Miles!" How can this be? asks the letter, which devotes much of its copy to the premium: "this is not auto insurance just anyone off the street can get. It's a special program exclusively for Dividend Miles members" (Archive code #420-179427-0809B).
Lastly, Gerber Life Insurance Co. uses several response-boosting techniques surroundings its premium in its oversize 9? x 12? mailing. It's heavily personalized, including two teasers that direct the "[Prospect's] Family" to the premium: "FREE Safety ID Kit for Your Child." It has a detachable sticker on the outer that prospects are asked to affix to the application form inside. In the letter, the premium gets its own subhead and two-paragraph treatment to demonstrate its considerable value to the parent prospect (Archive code #450-174448-0807B).