But Manulife’s marketing inspiration came from an unlikely source: Domino’s Pizza. If Domino’s doesn’t deliver an order in 30 minutes, it knocks off part of the bill. If Manulife fails to deliver on service, it will pay employees HK$100 ($13). “Everyone’s promising outstanding service, but service is intangible and employers want to know how they can be sure that you are better,” says Alan Ng, 37, a former Ogilvy & Mather advertising executive who now heads pensions sales and marketing at Manulife. “If you cannot differentiate service, then the customer focuses only on price. You have to give them something tangible.” Manulife is offering companies three guarantees: that employees who withdraw money from their accounts will receive checks within five days, that a switch between funds will take just one day (if the order is made by phone or Internet) and that quarterly statements will be sent no later than 15 days after the period ends. Manulife has launched a Domino’s-style TV ad blitz, hoping to lure as many companies as possible before the December 1 deadline Hong Kong has set for the start of its new pension program. And the insurer is offering an extra topping - those signing up before the deadline will get additional contributions to their employees’ accounts.
