GE Finance was launching a variable annuity death benefit rider that made it possible for an heir to receive basically all the earnings. Our goal, as always, was to get the most participation possible from brokers. We wanted them to get excited.
So we turned this one into a crusade to spare their clients the perils of taxation.
We used print and email to build awareness.
Once we had a lead, we scheduled a meeting and sent in an attention-getting poster (below) for the lunch room with the meeting place and time written on it.
On the day of the presentation, the GE Finance team got outside the brokers’ office early and staged a mock protest with big signs and megaphones.
As the meeting was ending and sales sheets were given out, the GE Finance team gave everyone a black armband and declared them part of the resistance.
GE kept the numbers very quiet, but they made multiple orders for the meeting materials, a sign of a huge success.