Transamerica, a leading provider of life insurance and retirement solutions, was shocked to find sales for a particular product plummeting after rolling out new messaging from one of the nation’s top marketing firms. The firm specialized in research and story-based messaging, so what do you do when messages that are supposed to be an improvement make customers run away? You audit your communication from the perspective of consumer behavior and decision science.
Because Volume PR is the team behind the Behavioral Communication movement – a worldwide shift to base communication on the science of the mind – Transamerica retained Volume to audit their messages and marketing.
Volume performed a “Behavioral and Choice Architecture Audit,” considering their communication against the engagement preferences of the decision-making and bias-driven mind. By auditing their communication against not only the highest standards of professional communication but against psychology and behavior science quickly changed everything.
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