“Don’t retire until you learn how to throw a boomerang.” That’s the leading line from Transamerica in its dynamic marketing campaign designed to help financial advisors reach retiring Baby Boomers.

The campaign was designed by Yamamoto Moss Mackenzie, a leading brand agency based in Minneapolis. One element from the campaign is a seminar toolkit that advisors can use to engage clients in a discussion about their financial future. It uses a boomerang to illustrate how today’s decisions will come back around to affect future success.

“Retirement Boomerang is a new visual and verbal vocabulary for having financial conversations about making decisions,” said Andrew Mackenzie, CEO of Yamamoto Moss Mackenzie.

Boomerang “Financial advisors finally have the materials to build their businesses by leading the conversation boomers are avoiding.”

— Andrew Mackenzie, CEO,
— Yamamoto Moss
— Mackenzie

Creative Force

As the creative force behind the Transamerica campaign, YMM has an impressive portfolio of brand-building work for clients such as Northwest Airlines, Blue Cross Blue Shield, and Imation.

Operations Director Jodi Beaupre enlisted GLS Account Executive Jim Benedict to help YMM get the Retirement Boomerang seminar kits off the ground. Jim led the project through all of the planning, printing, finishing and assembly stages at GLS. Once all of the printed pieces were ready to go, GLS also took care of the data processing, mailing and fulfillment.

A Successful Launch

Transamerica’s goal was to provide advisors with key items to help them successfully execute the seminars and build client relationships. The items selected were the result of collaboration between sales and marketing to ensure all needs were being met. Each advisor received:

Personalized letter: Introduces advisors to the concept, and explains how Transamerica
can help them reach the Baby Boomer market with this innovative seminar
Hosting Guide: Everything advisors need to know, from tips on reserving a space to a checklist that counts down to the event itself.
Invitation, Client Workbook and Client Feedback Card: Advisors can review sample materials aimed at clients and order as many as they need to present their own seminar.
Seminar Presentation: Offers the Retirement Boomerang presentation on CD, plus a 44-page spiral-bound presentation with speaker notes for the advisor.
Boomerang: Imprinted with Transamerica’s logo, the boomerang was offered as a fun visual aid for advisors to use during their presentations.

Happy Returns

YMM reported that the market response to the entire Retirement Boomerang campaign, including the seminar marketing kits, has been excellent.

“Wholesalers are excited about a full program with multiple pieces centered on a core idea,” said Andrew Mackenzie. “Financial advisors finally have the materials to build their businesses by leading the conversation boomers are avoiding.”

Get creative, plan tirelessly…and let it fly! As Yamamoto Moss Mackenzie knows, there’s nothing more rewarding than a marketing campaign that hits its mark.

If your company needs help getting a great marketing idea to fly, contact your account executive.

To learn more about Yamamoto Moss Mackenzie, visit www.ymm.com.