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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FINANCIAL MANAGEMENT OF INTEGRATED MARKETING PROGRAMS
Actuarial Enterprises, Ltd.
A marketing process which uses coordinated distribution channels, media and messages to improve profitability
The Primary Risk Element of any Direct Marketing Program
And, We Tend to Create a
Mentality at Our Companies
The Odd Couple
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.
INTEGRATED MARKETING = JIG SAW PUZZLE
You need to look at both the
all the LITTLE PIECES
in order to get everything to fit together
Developing a Lead Program = An Investment Strategy
The problem: All leads are not equal in cost --- so how do you chose which leads to acquire?
#1 LEAD SELECTION CRITERIA (theoretically)
The leads that produce the lowest cost per paid policy!
(Live Oak Tree)
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
THE ULTIMATE TEST OF A PRODUCT
EAT THE ???