How Tom’s dadvertising combines awesome UX and a fear of death
Appreciating the quality of a company’s UX (user experience) and UX content while feeling a strong sense of mortality is not an everyday occurrance.
However, that happened to me just the other day when I was stopped in my tracks by a targeted Facebook advert (or dadvert) for Tom.co.uk.
Tom.co.uk has a simple mission: to help Dads find the right life insurance.
Looking at the Facebook advert I was that customer Tom.co.uk was targeting: Dad – check; in the 43 to 46 age group bracket – check; doesn’t have life insurance – check.
When we develop content for clients as part of UX we use our own process to ensure we’ve got the right information to ensure a website meets our client’s business objectives, while making sure we remove barriers to give our clients’ customers all the information they need to make a buying decision.
The key elements of the grid are: attention grabber, customer paint point, and solution.
The Tom.co.uk campaign filled those grids perfectly.
The attention grabber was strong, and as a Dad to two young daughters I think about the future a lot.
“Losing a Dad sucks. But losing a Dad, the family home and things he used to pay for all at the same time sucks on an entirely new level.”
That certainly got my attention, as well as play on my emotions enough for me to click through to the website.
The next step was to load in the customer pain points and there were certainly plenty here to create that emotional connection: providing a lump-sum to help your family during a stressful and emotional time; ‘putting Shreddies on the table long after you’re gone’; and protecting your family.
That’s some pretty heavy feelings, which probably us Dads go through on a regular basis.
The cherry on the UX content cake came with the figures to back up the customer pain points: every 22 minutes a child loses a parent they depend on and 12% of UK Dads have no life insurance.
Wow! Who do I give my money to?
The next step in the UX process is to provide a solution to this pain and Tom.co.uk did this efficiently and effectively.
Firstly, they highlighted that no one was talking about this problem so they started the business, then they talk about how the service is free and best of all that it only take two minutes to get a quote to protect your family.
The buying process for insurance focuses on messages that take people away from potential trouble, which is why insurance adverts and marketing generally focus on our fears.
This campaign still does that, however, by using UX and UX content development Tom.co.uk is able to get that message across to a specific customer groups (Dads) quickly and without the need to over complicate things.
There is a strong possibility that by using this process Tom.co.uk will gain a competitive advantage over its rivals and drive sales.
As a team, three of whom are Dads, we were impressed by how this campaign was done.
Good work Tom.co.uk!
And if you’d like to know more about how you can use UX and UX content to give your business a boost then get in touch today.