2018 Corporate Researchers Conference (CRC) October 8-10, 2018 in Orlando

Aflac / Co-Creating a Sensitive Marketing Message

How intimate a conversation can we have with customers? Can we expect customers to co-create messaging when the subject is as sensitive as cancer?

Aflac Benefits 365 Community Members were invited to participate in a CrowdWeaving co-creation Challenge. The goal of the challenge was to help co-design a new cancer insurance offering.

The challenge issued to both policy holders and company benefit decision makers was proactive and transparent: "We aren't looking for you to sell. We merely want to understand how to explain supplemental cancer insurance so that it's absolutely clear – in common terms – what is being offered and why it may be worth considering. "

The goal was to identify key words and phrases that could motivate potential customers to consider purchasing cancer insurance from Aflac. The CrowdWeaving approach allowed Aflac to improve its existing policy and make sure that those who really need it understood all that it has to offer.

Learn:

  • Techniques/suggested framework for exploring sensitive subject areas
  • Leverage current/future customers to inspire your internal creative teams
  • Proactive research techniques that maximize insights from your customers and buy-in from your internal stakeholders

Speaker(s)

  • Kevin Lonnie – KL Communications

    Founder, KL Communications

    In 1984, Mr. Lonnie entered Rutgers College of Engineering with every intention of pursuing a degree in Electrical Engineering like his dad. But he shortly found he was far more interested in his Business classes than his Chemistry classes. With that, he switched to a major in Business Administration. Along the way, without bothering to tell anyone, he also decided to pursue a double major in both Business and Psychology. In the final semester of his senior year, Mr. Lonnie took a course in Marketing Research and realized he had found a profession that incorporated the disciplines of both Business and Psychology. Voilá, a lifelong career in Marketing Research was hatched.

    Currently, Mr. Lonnie is Vice President of Communications for the Interactive Marketing Research Organization (IMRO) and also serves on the Leadership Committee for the Journal of Online Research. Until recently he served as VP of Communications for the New Jersey division of the American Marketing Association. From 1983 to 1987, Mr. Lonnie was Marketing Manager of New Products for NFO Research and helped reposition the nation’s largest panel company from traditional mail surveys to an interactive future. From 1988 to 1996, he was VP of Client Services for Visual Research Communications. In that capacity he oversaw all research services.

    Mr. Lonnie lives in Red Bank, NJ with his wife Susan, daughter Kathleen and identical twin sons, Michael and Sean.

  • Dan Womack – Aflac

    Senior Manager, Insights, Aflac

    Dan is a consumer insights, marketing research and strategy leader with a robust Fortune 500 and full-service agency background. Creating and leading smart, highly effective teams that help organizations learn and grow is where he thrives.

See the full conference schedule
2018 Corporate Researchers Conference (CRC)
Tuesday, Oct. 9, 2018
4:35pm to 5:20pm EDT