Transcript Making it Part of Your Marketing Mix

2012 IASA Advanced Boot Camp:
Mastering the Art of Marketing &
Selling to Insurance Companies!
Thursday, March 15th
&
Friday, March 16th
Omni Amelia Island Plantation Resort
Amelia Island, Florida
Progress Though Sharing Knowledge
Custom Media:
Making it Part of Your Marketing Mix
Presented by:
Jim Daggett, Publisher
Tech Decisions
Custom Media: Making it Part of Your Marketing Mix
Progress Though Sharing Knowledge
What is Custom Media?
Custom Media is the ability to seamlessly blend research and
creative designs into the development of customized mediums
including print, audio, video and digital outlets.
The main objective is to enhance the interactions between
companies and their targeted audiences as well to strengthen
brand credibility. Custom media is often referred to as branded
media, and custom publishing.
Custom Media: Making it Part of Your Marketing Mix
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Why Use Custom Media?
Clients use custom media:
•To increase credibility
•To provide valuable
information
•To gain attention as a
thought leader
•To strengthen connection
with customers
•To provide an educational
service
Custom Media: Making it Part of Your Marketing Mix
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Benefits of Custom Media
• A more meaningful and thought
provoking communication
• Shelf life
• Integration across multiple distribution
channels
• Engagement and interaction
Custom Media: Making it Part of Your Marketing Mix
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Trending for the Future
Chief Marketing Officers Surveyed
•35% strongly agreed custom represents the future of marketing
•2/3rds believe custom will capture a larger portion of marketing
budgets
•87% saw custom content as valuable
•8 in 10 said they were receptive towards using custom content in
their marketing plans
•94% agreed custom strengthens consumer-sponsor relationships
Source: Custom Content Counsel
“CMO Attitudes Toward Custom Content: Update 2011”
Custom Media: Making it Part of Your Marketing Mix
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Trending Continued
•Strengthen the Bond: six in ten decision makers say that after reading
custom content, they end up feeling like they know more about the
company (69%) and feel better about the company (61%).
•Valued by Decision Makers: about seven in ten say that they like custom
content because it is tailored to their specific interests (68%).
•Impact the Buyer: two-thirds (65%) say the information provided in
custom media helps them make better purchase decisions. A majority
says they are more apt to buy another product from a company that
provides them with custom media (55%).
Custom Media: Making it Part of Your Marketing Mix
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Custom Products
Live Events
•Roundtables (Virtual)
•Roadshows
•Breakfast Meetings
Custom Media: Making it Part of Your Marketing Mix
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Custom Products
Web
•Web Seminars
•Microsites
•Client
eNewsletters
•Surveys
•White Papers
•Social Media (in
support)
Custom Media: Making it Part of Your Marketing Mix
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Custom Products
Print
•Client
Magazines
•Posters
•Books
•Direct Mail
Campaigns
•Newsletters
Custom Media: Making it Part of Your Marketing Mix
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Taking it to the Streets
Who can custom media help?
•Companies with little/no marketing
department
•Want to build thought leadership
•Increase brand exposure
•Associate with our brands, connect with our
readers
•Want a turnkey product
Custom Media: Making it Part of Your Marketing Mix
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The Insurance Industry & Custom Media
Keep in mind, your target market understands and leverages
custom media.
Custom Media: Making it Part of Your Marketing Mix
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Stories of Success
A Large Insurance Carrier eNewsletter
•24% open rate on the email
•18% download of white paper
Web Seminars
•Technology providers targeting the insurance
market
•1000+ Registrations, 540 Attendees,
Conversion rate 54%
•330 Registrations, 170 Attendees, Conversion
rate 51%
Custom Media: Making it Part of Your Marketing Mix
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Questions?
Custom Media: Making it Part of Your Marketing Mix
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If you have questions specific to this presentation, please feel
free to email:
Jim Daggett
Publisher
Tech Decisions and PropertyCasualty360.com, a unit of Summit
Business Media
Email: [email protected]
Phone: 631-775-0440
Thank you for your time and attention.
Now, back to Mark Roth for the introduction of
our next session.