Case Study: Transamerica

Boomerangs helped Transamerica empower financial professionals to motivate their baby boomer clients to act.

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Motivating baby boomers to plan.

What they were up against.

Of the 78 million baby boomers who are about to retire, few are prepared. Financial services company Transamerica was there to help, but they needed to differentiate themselves in a crowded marketplace. They also lacked tools to equip financial professionals to motivate this enormous market to act.

What we did to help.

We created a set of compelling sales tools to encourage baby boomers to make essential retirement-planning decisions. We used a simple, relevant and engaging metaphor: the boomerang. The Retirement Boomerang states the case clearly: “Decisions you make today will come back to help or hurt you.”

We crafted a full suite of consultative selling materials to move a financial advisor and prospect through the conversation of need in its broadest sense all the way down to specifics, finally connecting with the product. Campaign elements included sales guides and tools, print advertising, an email marketing campaign, seminar program, and a “78 million stories” video.

What happened next.

The Transamerica sales force was enthusiastic about the campaign’s ability to tell their story. The program boosted Transamerica’s awareness among independent financial advisors.