FINANCIAL MANAGEMENT OF INTEGRATED MARKETING PROGRAMS Jay Jaffe President Actuarial Enterprises, Ltd. Chicago, IL 312-397-0099 [email protected] September, 2009 Integrated Marketing
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A marketing process which uses coordinated distribution channels, media and messages to improve profitability
Mentality at Our Companies
Jack Klugman (Oscar) and Tony Randall (Felix)
The result is that very few insurers have a recognizable and consistent message --- which may mean they don’t have a picture of where they are going.
You need to look at both the
all the LITTLE PIECES
in order to get everything to fit together
The problem: All leads are not equal in cost --- so how do you chose which leads to acquire?
The leads that produce the lowest cost per paid policy!
(Live Oak Tree)
SET TARGETS Decisions
The new direct marketing is an information-driven marketing process, made possible by database technology, that enables marketers to develop, test, implement, measure, and appropriately modify customized marketing programs and strategies.From The New Direct Marketing, David Sheppard Associates, p. 3
EAT THE ???