Summary:
With over 110,000 members and 9000 employers on its books, Asset Super puts its members first. After a referal from another of our clients, Asset Super put Risk Free TV to the test to deliver highly qualified sales leads into Asset Supers call centres. Suffice to say, Asset Super have since used Risk Free TV since 2006 to keep the phone ringing for a variety of their superannuation products.
Transcript of Interview:
In my mind it’s all upside and no downside and the challenge of it is convincing a business person that it is all upside and no downside, it’s a rarity that someone comes along and offers a model that says “you don’t need to pay unless we generate the leads for you” My name is John Paul, I’m the CEO of ASSET super, 110,000 members and 9000 employers I certainly took the view that it was a surprisingly inexpensive way of advertising, and so I was probably a little sceptical only from the point of view from my past experience knowing how much normal TV campaigns cost.
I thought that this was a very inexpensive way to advertise and my scepticism was that “what was in it for Risk Free TV?” We were aware that some advertising had been done for an insurance company that’s associated with us called Tower life; they had used the format to undertake funeral insurance which is pretty tough to sell. People in that organisation had spoken in glowing terms of the response they got and we were aware they had significantly increased there expenditure on that TV format because of the success for their business, so it would be fair to say that we didn’t go in cold, we knew that that format had worked in what we saw as a fairly difficult selling environment and we thought superannuation is probably not as tough as funeral insurance, but nonetheless it’s not something which excites people very much, we were of the view that it would work for us too, and it has.
Risk free TV brings together a professional team, script writing, production, post production, and really makes the process so easy, it gives us confidence that the end result will be good for us. In terms of getting leads for the money we spend, Risk Free TV offers a very good and very cost effective way of reaching a fairly diverse audience. If we wanted to go to print media for instance to every local country town, I would imagine that would cost a lot more, but by going to Risk Free TV and getting blanket coverage across the regional TV network proves to be much more cost effective.
They are a very small, compact organisation; I think that’s the attraction of dealing with them. We’re a small organisation of 14 people, we obviously have a lot of people doing lots of things, we don’t just have people doing one thing, so I think the attraction is similar to ourselves, they’re a small organisation with dedicated people who all chip in and make cups of tea or whatever is required at the time. I think there’s a lot of similarities between organisations because of the small size.
They’re amongst the most professional people I’ve dealt with in terms of there approach and the idea’s they bring forward. And certainly in terms of the medium – which is TV, they are the most effective.
There are so many sharks out there, who really are trying to make a lot of money out of advertising and it’s refreshing to find people who are simply doing a professional job at a reasonable cost and the experience of a lot of business people is that’s a rarity.
I think that is the challenge, you get someone like Risk Free TV and Max Compton who are both professional and fairly low cost – its something you don’t see in the advertising world. It’s more a case of people being gouged and paying a lot of money and not getting the best value for money. The challenge for Max and his team is to get across that cynicism because there are a lot of organisations out there who are doing plenty of gouging which makes it very,very tough for people like Max.