Blended Approach
Using a Blended Communications Approach to Empower a Sales Force
The Challenge.
The client, one of North America’s leading financial institutions, was launching a nationwide advertising campaign aimed at acquiring new customers. For this time-sensitive launch to be successful, it was critical that the entire 10,000-member front-line sales and service team be motivated and able to promote a consistent message to new and existing customers.
The Solution.
We produced and professionally hosted a 10-minute video to introduce the campaign’s expert spokesperson, key concepts and marketing materials. Two weeks following the video, a series of 15-minute live talk-radio broadcasts provided interactivity with experts. A manager’s reference guide, with skill-building sessions, encouraged practical, experiential learning. Finally, a special-edition internal publication anchored the campaign’s message.
The Return on Investment.
The results were impressive! All staff surveyed “agreed strongly” that the video format combined with the radio talk shows made for an effective way to communicate key messages to their clients. This campaign continues to be a success.