1. Responding in Real-time &
Other Winning Strategies for
Insurance Marketers
Presenters:
Tim Hendricks, Vertis Communications
Jeff Rodis, Mutual of Omaha
2 September 30, 2011
Jeff Rodis
Manager – Marketing Operations, Mutual of Omaha
• Over 25 years of experience in insurance operations and
consumer marketing
• Experience includes two of the nation’s largest direct mail
insurance marketers
• Annual mailing volumes in the nine figure range
• Leader in using advanced technology to improve cycle
time, efficiency and workflow
• Procurement and strategic sourcing background –
sourced over $750mm in print and mail services
3 September 30, 2011
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2. Tim Hendricks
SVP Regional Sales, Vertis Communications
• Over 25 years of experience w/insurance and financial marketers
• BS Business Administration from St. John’s University
• MBA with a Marketing Concentration from Benedictine University
• Adjunct Professor of Marketing at Benedictine University
• Featured University Speaker on Direct Marketing
• Published articles on the use of marketing workflow, digital
technologies and multichannel marketing in: PIMA (Professional
Insurance Marketing Association); Target Marketing Magazine
(online); Insurance Advocate Magazine and Idea Alliance’s IPA
Bulletin
4 September 30, 2011
Improve Agent Response to New Leads
Go Green to Save Green
Drive Consumers Online with pURLs and QR Codes
Create Brand Awareness in Multiple Channels
Connect Across Language and Cultural Barriers
6 September 30, 2011
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3. Improve Agent Response
to New Leads
THE CHALLENGE:
How can a national insurer reduce the amount of
time between when an agent receives a lead to the
prospect’s actual receipt of the
desired information?
THE SOLUTION:
Help agents respond in real time through digital
workflow and fulfillment tools that increase response
and customer engagement.
7 September 30, 2011
Case Study:
Improve Agents’ Response to New Leads
• Heavily regulated industry requires
highly versioned customer communications
• Real-time response to consumer requests
is critical to converting leads into policies
• Agents faced with cumbersome and challenging
fulfillment process of manual forms, faxes, emails and
phone calls
• Agents are competing with consumer’s accelerated
access to technology and time for conversion
8 September 30, 2011
Solution:
Improve Agents’ Response to New Leads
• Proprietary targeted marketing asset database with
digital workflow allowing agents to respond to
requests immediately
• Flexible and creative marketing workflow for
ordering, customizing materials the agents
create and deploy on their own
9 September 30, 2011
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4. How does a workflow
solution work?
10 September 30, 2011
Data Driven, Automated Marketing Solution
React to consumer interactions with relevant and timely
communications – then output to the channel of consumer
preference from a common platform
Lead Source
•CRM
• Web
Multi-channel
•Telephone Channel Delivery
Insurance Communication Platform
•Transactional Company Data
•Trigger Warehouse
C Direct Mail
O
B
Segmented N

I
Consumer Info T Inserts
E
N
Z

R Text
Insurance T
U Messaging
Company
Content
Management
M
L
E e-mail


G
S marketing
M
Insurance
Incentives Digital Images T Microsite/
Company PURL
Creative
Standard Rich media, etc
Variable Text
Templates
Closed-loop measurement
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7. 19 September 30, 2011
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Results:
Improve Agents’ Response to New Leads
• Reduced cycle time from weeks to 3 days
• Dynamic kitting capabilities along with multi-component
matching
• Changes that typically required weeks to implement are now
executed in days
• Web-based solution offers visibility of entire process
• Limitless personalization and targeted message capabilities
• Elimination of pre-printed materials, digital library and print-on-
demand
• Robust content management system supports image, text
content and versioning
21 September 30, 2011
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8. Go Green to Save Green
THE CHALLENGE:
How can a leading health care insurer improve their carbon
footprint and reduce costs, eliminate obsolescence and
deliver relevant communications to their customers?
THE SOLUTION:
Creative redesign, digital workflow and the
right delivery strategy
22 September 30, 2011
Why do companies adopt
“go green” initiatives?
1.Meeting corporate 73%
believe it is
citizenship goals? important to buy
from green
2.Appealing to consumer companies
social values?
3.Reduce production and
deployment costs? 55%
are willing to
pay more for
4.All of the above! green products
Source: Cohn & Wolfe, Esty Environmental Partners, Landor Associates, Penn Schoen Berland, "2010 ImagePower
Global Green Brands Survey," June 2010 (U.S. Adults)
Case Study:
Go Green to Save Green
• A leading U.S. health insurance provider wanted to
identify “green” solutions that would substantially reduce
production and deployment costs across its customer
marketing initiatives
24 September 30, 2011
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9. Case Study:
Go Green to Save Green
• Audited existing marketing practices
and program elements
• What are they doing? How and why?
• Uncovered process and output duplication
25 September 30, 2011
Case Study:
Go Green to Save Green
• Re-engineer workflow
• Redesign creative templates
• Enable one-to-one marketing
26 September 30, 2011
Benefits to who:
Go Green to Save Green
• Re-engineering marketing workflow and centralizing
assets helped achieve the health insurance provider’s “go
green” goals with significant results:
27% less paper consumption
18% inventory reduction
15% lower electricity usage
27 September 30, 2011
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10. Results:
Go Green to Save Green
• Least possible ecological footprint • Reduced cycle time and
streamlined workflows
• Branding standardization
• Elimination of print plates
• Highly personalized and and films
customized documentation:
true 1:1 • No ink use, so no ink waste
• Lower cost per page • Process water is eliminated
• Just-in-time document delivery • Paper usage and paper waste is
greatly reduced
• Inventory reduction and elimination
of obsolescence waste • Air pollution control devices are
eliminated
• Costs to comply with regulatory
requirements are minimized • Flammable chemicals are
eliminated, no VOC emissions
28 September 30, 2011
Personalized URLs and QR Codes
THE CHALLENGE:
How do you make it easy for consumers to
respond to your offer and interact with the
brand, while tracking and improving
campaign responses?
THE SOLUTION:
Provide consumers with easy access through
personalized URLs or QR Codes
29 September 30, 2011
Case Study:
Personalized URLs and QR Codes
• A health care benefits
company felt a print-only
marketing campaign had
grown stagnant and was no
longer attaining their
acquisition goals
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11. Program Goals:
Personalized URLs and QR Codes
• Open new communications channels with current and
prospective customers
• Increase response rates over traditional direct mail-only
marketing efforts
• Increase sales by engaging in more relevant
conversations with customers and prospects
31 September 30, 2011
Solution:
Personalized URLs and QR Codes
• Increase sales through better consumer engagement
using a multichannel approach:
| Direct mail incorporating personalized URLs (pURLS)
| Personalized website landing pages to provide a customized
online consumer experience
www.VertisPIMA.com/Johnsmith
32 September 30, 2011
How does it work?
Personalized URLs and QR Codes
• Consumers receive direct mail, email or other personal
communication with a unique identification code
• Call-to-action directs consumers to their own personal
website: www.VertisPIMA.com/Johnsmith
• Consumers enter identification code, then complete user
profiles
• Marketer uses the newly gained consumer insights to
tailor future messages to customer likes and preferences
33 September 30, 2011
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12. Personalized URLs
Example of
a pURL
on a mail piece
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Personalized URLs
Customer is greeted by personalized landing page
Personalized URLs
Page 2 of landing page requesting additional information
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13. Personalized QR Codes
QR Code
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Personalized QR Codes
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Personalized QR Codes
Landing page requesting additional information
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14. Benefits to the consumer:
Personalized URLs and QR Codes
• A uniquely tailored online experience
• In exchange for information, consumers receive future
content tailored to their needs
• Product and service offers become highly relevant
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Personalized URL Workflow Overview
2. Gather Data
1. Welcome Screen
4. Email confirmation
to consumer – Begin
Relationship
2. Involvement
3. Thank You - we
will be sending you
info
5. Viral Component –
Refer-a-Friend
41 September 30, 2011
Benefits to the consumer:
Personalized URLs and QR Codes
• Analyze and model the
newly captured data;
provides valuable insights
into consumers’ needs, 122%
interests and preferences
ROI
• Use these insights to add on every
value to the consumer by dollar
engaging them through
meaningful online
experiences and follow-up
communications
42 September 30, 2011
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15. Results:
Personalized URLs and QR Codes
• According to the DMA, 42% of all direct mail respondents
prefer to respond online (DMA 11/2009)
• Based on statistics, businesses enjoy a 122% ROI on
every dollar invested in a pURL program; behavior data
shows that customers respond to pURL communications
across generations
• *41% of consumers polled prefer to respond to an
insurance direct mail offer at the sender’s website
• In a 27 vertical market print-to-pURL test, the pURL drew
a 5.1% visit rate and a 3.28% response rate. The
insurance industry saw the highest number of pURL
visitors/responses
43 September 30, 2011
Consumer response on a cross-media to
pURL test sampling
Response
Response by Industry Visit Rate
Rate
Average rates for all Industries 5.10% 3.35%
Insurance 13.80% 10.70%
Manufacturing 13.20% 11.85%
Retail 8.40% 6.74%
Non-profit 7.69% 7.45%
Other trades and services 30.00% 33.00%
Average response rate across
all industries with 10 or more 7.08% 4.18%
campaigns
The test included a random selection of 670 cross-m edia
cam paigns across 27 vertical markets. The test w as
conducted by MindFireInc® in 2009 by Author: Dr. Marnie
Brow , University of California, Irvine.
44 September 30, 2011
Multichannel Brand-Building
THE CHALLENGE:
How do you attract the right customers in a
crowded, wary regional market
THE SOLUTION:
Channel surf!
Mass outreach builds awareness,
and targeted marketing brings your desired
consumers to your door
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16. Case Study:
Multichannel Brand-Building
• A new-to-the-regional-market
homeowners insurance
company faced considerable
odds launching into an
established market
46 September 30, 2011
Solution:
Multichannel Brand-Building
• Conduct in-depth focus groups with consumers
• Overhaul the brand platform
| Create an emotional connection with “live here, work
here” ethic
| Promote the insurer’s “A” financial stability rating
| Showcase their team of responders
• Initiate multichannel marketing to increase the need and
brand awareness
47 September 30, 2011
Benefits:
Multichannel Brand-Building
• Consumer: convenience/education and control
• Marketer:
| Better consumer connectivity
| Average campaign improvement of 35%
| Add more personalization = an average improvement of
close to 50%
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17. Results:
Multichannel Brand-Building
• Targeted newspaper inserts and ROP had call center
phones ringing off the hook
• Unique 800 #s enabled tracking of lead source
• Heightened attention resulted in a15% increase in
responses to targeted direct mail
• Volume of qualified leads was so dramatic, the
insurer reached state-mandated limit and didn’t seek
new policyholders for 6 months
49 September 30, 2011
Hispanic Marketing
THE CHALLENGE:
How do you connect across language and cultural
barriers with the fastest-growing consumer segment?
THE SOLUTION:
A multilingual campaign that addresses key
cultural needs and values, in a format proven to
attract the target group
50 September 30, 2011
Hispanic Marketing:
• By 2014, one person out of every
six living in the U.S. will be of
Hispanic origin*
• Now the Nations 2nd largest consumer market
• Hispanic disposable income is expected to grow
to $1.3 trillion in 2014*
• Most favor culturally relevant communication
51 September 30, 2011
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18. Case Study:
Hispanic Marketing
• One of the largest U.S. auto insurers had a goal
of becoming the premier direct-to-consumer auto
insurance company in the nation for first-
generation Hispanics
52 September 30, 2011
Solution:
Hispanic Marketing
• Take a Specialized Marketing Approach,
leveraging proprietary research providing insights
into the buying behaviors and media usage
habits of multigenerational U.S. Hispanics
53 September 30, 2011
Benefits:
Hispanic Marketing
• Hispanic Consumer
• Built trust and loyalty – re-branding gave them the
comfort they needed
• Provide them with relevant information on their terms
• Marketer
• Improved relationship with Hispanic consumer and market
• Became a trusted provider
• Improved Brand position
54 September 30, 2011
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19. Campaigns Leveraged with Cultural Insights
• Launched bilingual efforts for greater relevance and
brand authenticity
• Featured family-based imagery to build emotional
connection
• Used direct mail as backbone of marketing mix
• Tested incentive-based direct mail referral
programs
55 September 30, 2011
Campaigns Leveraged with Cultural Insights
• Developed sponsorship featuring soccer superstar
Cuauhtémoc Blanco to deepen credibility and
roots within the community
56 September 30, 2011
Results:
Hispanic Marketing
• Direct mail delivered lower cost-per-lead than
previous benchmarks
• Incentive-based referral programs outperformed
all other lead types by over 100%
• Incremental revenue convinced Insurer to devote
significant budget to Hispanic marketing
57 September 30, 2011
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20. “To get a result you
don’t get now…
you have to do something
you don’t already do.”
Albert Einstein
58 September 30, 2011
Key Take Aways
• Insurance marketers are faced with unique challenges
• Understanding how the consumer wants to be marketed
to is key
• Responding to customers and prospects with relevant
and timely communications increases response rates
• Leverage the multi-channel strategies that have proven to
be successful by your peers
59 September 30, 2011
Questions?
Tim Hendricks
SVP Regional Sales
Vertis Communications
630-571-7575 X 2026
thendricks@vertisinc.com
Jeffrey Rodis
Manager-Marketing Operations
Direct to Consumer Marketing
Mutual of Omaha
402-351-4186
Jeff.rodis@mutualofomaha.com
60 September 30, 2011
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21. 61 September 30, 2011 ® Sep-11 Vertis, Inc. All rights reserved.
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