Tuesday, July 22, 2008

Pump Up This Promo

Aflac Targets Consumers With Decision-Making Muscles
By Betsy Cummings

Aflac is generating a lot of attention among its target audience – female decision-makers – with its Iron Girl series of events. Our experts lay out an eight-step plan to make this gal-friendly promo even more effective.

Insurance provider Aflac knows women are a powerful consumer group. How to tap that contingent, which makes an estimated 80% of household buying decisions, was another story. The company considered ways to target the demographic and ultimately came up with the Aflac Iron Girl series of events, which, this year, run from March until the end of August, says Tracy Martin, corporate sponsorship consultant for the Columbus, GA-based company. The event “is driven out of Aflac’s desire to reach women as key decision makers,” she says.

To reach this important target, Aflac partnered with Iron Girl to create a series of events running, walking, triathlon and duathlon competitions at 10 locations throughout the country and paired them with promotional products that are female-oriented in theme and crafted to tout women’s wellness, empowerment, and the value of Aflac’s servicesThe events also include a sweepstakes for one winner and a guest to fly to Hawaii for an all-expenses-paid vacation.


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