Development of presentations for the insurance company Allianz. How we broke the wall of distrust

Our studio was approached by a well-known world company engaged in insurance of goods transported by road.

Despite the fact that it is a reliable company that impresses with its financial performance and economic stability, its managers have constantly had to face the distrust of potential customers. This is a niche feature that has always been associated with a high degree of risk.

First of all, our marketers and editors immersed themselves in the study of topics. To do this, they studied more than 20 cargo insurance sites, comparing them according to different criteria, and found out:

• What arguments are used by other brands;
• what are the competitive advantages of our customer in comparison with other market participants;
• What the websites of these companies usually look like.

Our target audience was clothing and food distributors. We conducted express interviews with several representatives of Central Asia and found out that many of them still do not order cargo insurance service.

We realized that to break through this wall of distrust, it is not enough to work well on the argument. It is necessary to create a number of promotional materials aimed at different types of potential customers.

Transportation of perishable products, breaking dishes and metal parts are radically different from each other. Therefore, in consultation with the customer, we created separate advertising materials for each group. So our presentations perfectly matched the needs of each type of client, like a custom-made business suit.

We used the advertising formula from pain to solution. The first slides of the presentations told about the potential losses during transportation. This immediately grabbed attention, because in logistics it is very important to assess risks.

All this information we reflected in the form of graphs and diagrams, brightly, concisely and clearly.

Then, in a thesis form, we talked about the advantages of cooperation with the customer’s company. Each argument was carefully calibrated so that the presentation hit exactly the target.

On the following slides were placed certificates, successful cases, thank you reviews about the company. The task of this block was to increase the trust of potential customers.

The presentations ended with a compelling call-to-action – a call to action.

We used three signature colors:

• Blue – classic “business”, “corporate” color;
• gray - a steel hue, which is associated with reliability;
• yellow - which against the background of blue and gray colors is convenient to use to highlight the key points.

The customer’s company has managed to expand its customer base through the systematic use of our promotional materials. We made it easier for sales managers. Now, after getting acquainted with a potential client, they will be able to send a commercial offer with a presentation aimed specifically at the business owner in the relevant field.

So the food distributor made sure that the company knew how to insure the transport of delicacies, and the clothing supplier was sure that he should not worry about the fur coats sent to England.

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