Finding the Right Angle
Although Ready4 Kits’ Dubois agreed that a
promotional product doesn’t necessarily have to mimic an offer’s level of solemnity, spinning the negativity of insurance into a positive is a tactic of which Ready4 Kits makes the most.
“Yes, most of our products are serious in nature—disaster preparedness, first aid, automotive—but you need a product that people are going to use every day and will leave a big impact upon receipt,” he said. Capitalizing on items of utility is a growing trend, and it works especially well for insurance providers because “being prepared” is the reason the industry exists in the first place.
“The most effective products are the ones that the consumer would go out and consider buying if they saw it on the shelf of a store,” Dubois asserted.
Items worth giving a shot: Automotive and disaster essentials are mainstays for Ready4 Kits and both lend themselves well to an insurance promotion. However, there is some room for creativity. Dubois recalled an insurance company purchasing large disaster kits for each of its employees in which they placed T-shirts and shoes that the recipient could use in an emergency situation. He also discussed a company that gave customers a kit that included outdoor essentials as motivation to stay active and healthy.