Stronger Together: Leveraging a Holistic Marketing Strategy to Drive Business Results

John W. Chandler, Jr. Senior Vice President & Chief Marketing Officer October 30, 2014

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We help people secure their future and protect the ones they love.

Who is MassMutual?

MassMutual’s Value Proposition

Direct link

between company and policyowners

163 years of strength

and stability

Decisions aren’t dictated

by analysts or shareholders

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2006: MassMutual Internal Brand Environment

Underdeveloped Awareness & Reputation

“DBA” Agency System

Lagging Demographic Changes in Society

“Marketing Doesn’t Drive Sales”

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External Environment: The New Consumer Reality

Financially Stressed

Distrust of Financial Services

Increasingly Underinsured

Information Revolution

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Marketing Strategy

Initial Results

Board Buy-In

Accelerated Success

The Start of our Brand Journey

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Drive brand visibility and

reputation

Drive innovative customer

acquisition

Deliver brand-defining customer experience

Increase sales force engagement &

productivity

Our Mission and Strategy

Inspire a passionate & engaged workforce

Continuously improve marketing

effectiveness

We fuel growth by inspiring passion for our brand.

Team Integration

Life Company Marketing

Brand Marketing Continuous Improvement

U.S. Insurance Group Marketing

Customer Experience Community Responsibility

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Creative Campaign: “Make Good Decisions”

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Targeted Market Development

Multicultural

Special Care

Business Owners

Led the development of the Chartered Special Needs Consultant (ChSNC) designation

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Customer Analytics Engine

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Marketing Strategy

Initial Results

Board Buy-In

Accelerated Success

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Initial Results

Advertising copy scores 120-140% higher than competitors

Higher awareness per $ spent

Grew multicultural business from 12% to 20%

6,400 online leads and opportunities

Marketing Strategy

Initial Results

Board Buy-In

Accelerated Success

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Board Buy-In

$100 Million

Brand Ambassadors

98% of agencies participating

DBAs

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Digital Brand Ambassadors

Social media pages and websites for agents and agencies

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“Matters Most” Campaign: A Home Run

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Social Media Extends “Matters Most” Sentiment

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I couldn’t imagine spending the rest of my life with anyone else by

my side! #loveisagift

Savoring a tender moment with my boys,

Payton & Maxwell. #loveisagift

My cousin and I, but we’re more than just

cousins. She’s my little sister and if I could I

would give her the world. #loveisagift

Bad days made better by a single kiss! #loveisagift

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Ad Investment Brand Awareness

Medi

a Spe

nd Awareness

Campaign Efficiency Outperforms Competitors

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60

80

100

120

Jun-10 Dec-10 Jun-11 Dec-11 Jun-12 Dec-12 Jun-13 Dec-13 Jun-14

Google Searches for “MassMutual”

Brand Search Activity Growing with Campaign

Marketing Strategy

Initial Results

Board Buy-In

Accelerated Success

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2013: Marketing’s Direct Contribution to Sales

$205 Million

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2013: Marketing’s Direct Contribution to Sales

$400 Million

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Driving Reputation and Recognition

Accelerating Business Success

$202 $237 $241

2009 2010 2011 2012 2013

14% ($ Millions)

$347 $303

Weighted Whole Life Sales

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Total Life Market Ranking

#11 2006

#7 1H 2014

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What’s Next?

Launch new MassMutual.com

website

Continue growing field brand alignment

Take brand campaign to the next level

Increase direct business growth through leads

and other opportunities

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