Insurance

 The Revolution Isn't Over

The Revolution Isn't Over

Let's examine one of the country's most well-known brands, AARP, and end our discussion of "the new direct" by exploring the integration of social media into today's direct marketing campaigns.

The New Direct

The New Direct

The definition of "direct marketing" is changing. BlueCross BlueShield is a brand that understands that.

An Eye-Opening Awareness Campaign

An Eye-Opening Awareness Campaign

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Eyeglass lens and sunglasses manufacturer Transitions Optical takes a multichannel approach to educate plan reps and brokers.

Farmers Insurance puts the social pedal to the medal

Farmers Insurance puts the social pedal to the medal

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Farmers Insurance soups up its marketing with a racing sweepstakes.

Aflac restructures marketing, hires Experian exec in new role

Aflac restructures marketing, hires Experian exec in new role

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In the process of restructuring its marketing organization, insurance provider Aflac announced Aug. 9 that Experian's John Harmeling has assumed the newly-created role of SVP of worksite marketing, effective two weeks ago.

USPS defaults on $5.5 billion payment to U.S. Treasury

USPS defaults on $5.5 billion payment to U.S. Treasury

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The United States Postal Service defaulted on a $5.5 billion payment to the United States Treasury August 1, which was intended to cover the healthcare benefits of the organization's future retirees.

Liberty Mutual debuts integrated campaign in crowded marketplace

Liberty Mutual debuts integrated campaign in crowded marketplace

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Auto and home insurance provider Liberty Mutual will debut its "Humans" integrated marketing campaign July 28 across the United States with the advent of the Summer Olympic Games.

Obamacare accelerates changes in insurance industry's marketing strategies

Obamacare accelerates changes in insurance industry's marketing strategies

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With Obamacare provisions soon to take effect, insurance companies need to be more adept at b-to-c marketing than ever.

When brands get personal

When brands get personal

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Successful marketing is about continual evolution and flexibility in the face of constantly changing consumer preferences.

Allstate's CMO resigns

Mark LaNeve, the CMO of Allstate, has resigned for "personal reasons," Paul Marrone, Allstate's director of media relations and issue management confirmed to Direct Marketing News. LaNeve was responsible for the insurance provider's "Mayhem" advertising campaign.

Targeting Video Series: Philip Thorn, head of marketing, US direct, Hiscox

Targeting Video Series: Philip Thorn, head of marketing, US direct, Hiscox

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Philip Thorn, head of marketing, US direct, Hiscox and Hiscox head of communications Hunter Hoffmann discuss targeting in the insurance vertical

Insurance marketers leverage targeted marketing

Insurance marketers leverage targeted marketing

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Healthcare reform and signs of economic recovery have insurance marketers retooling their direct marketing efforts to drive relevant messaging to consumers and prospects.

Targeting is all in the timing

Targeting is all in the timing

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Hiscox USA found that when it sent its direct mail was almost as important as the recipient.

Q&A: Ryon Harms, director of social media, Farmers Insurance

Q&A: Ryon Harms, director of social media, Farmers Insurance

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Ryon Harms, Farmers Insurance director of social media, says people want to connect with faces, not products, on Facebook.

State Farm issues social sweepstakes on Facebook

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State Farm Insurance will launch a Facebook sweepstakes on March 31 to expand the number of potential customers who interact with the brand and to communicate the "good neighbor aspect" of the insurance company, said Brent Bynum, marketing manager at State Farm. Agency Proximity Chicago created the promotion.

Insurance marketers broaden reach by expanding into new channels

Insurance marketers broaden reach by expanding into new channels

Insurance marketers kicked off 2011 with a plethora of new direct response campaigns, from TV spots to Facebook sweepstakes.

Adrea Rubin rebrands firm to promote additional services

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Adrea Rubin Marketing, an agency best known for its reputation in list marketing, recently revealed a new logo and website as part of an overall rebrand aimed at promoting its other services.

American Family Insurance creates social game to reach core demographic

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American Family Insurance has created its first social game, I-Am-Fam, in an effort to reach its main demographic, who are active users in the gaming space.

Direct mail volume up 16% in Q1 as insurance leads comeback

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Direct mail volume increased 16% year-over-year in the first quarter of 2010 to 6.1 billion pieces in total, according to data from direct marketing intelligence firm Mintel Comperemedia.

Medco launches multimillion-dollar consumer campaign

Medco launches multimillion-dollar consumer campaign

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Medco Health Solutions is rolling out a multimillion-dollar integrated campaign to promote its Medco Pharmacy brand to consumers and bolster prescription sales.

Reform spurs health marketing changes

Reform spurs health marketing changes

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That 30 million-plus consumers will need insurance, and therefore more healthcare products and services, is a boon for health marketers, though it will change how they market to consumers.

Aflac to review marketing account

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Insurance giant Aflac has put its marketing account into review. The incumbent agency, The Kaplan Thaler Group, will not take part.

Insurance firm taps ProspX CRM

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Lanier Upshaw, a commercial insurance broker, has tapped ProspX Inc. to provide a new CRM platform. ProspX is providing a software-as-a-service (SaaS) system that includes CRM services, company-wide social networking and search engine technology.

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