The Aon ‘Better Life’ Group Long Term Disability campaign recently won an Award for Excellence in Direct Marketing in the category Integrated B2B Media Campaign (lead generation or retention) from the Philadelphia Direct Marketing Association (2014 Benjamin Franklin Awards ‘Benny’ Awards). The integrated campaign promoted the new Group Elite Suite – Life and LTD - to existing Life customers. The goal was to generate awareness and [...]
A B-to-B Strategist Spells Out the Four Steps to a Winning a Service Brand Published: July 02, 2014 The rise of the service economy is changing the way we do business. We need to think differently about branding, too. Service brands are executed as something heterogeneous, perishable, intangible -- and inseparable from the service provider. This makes defining the brand and delivering a consistent experience even [...]
While whites make up 64 percent of the U.S. population today, by 2041 whites will be a minority in the country, multicultural marketing expert Kelly McDonald told agents at the recent legislative conference of the Independent Insurance Agents and Brokers of America (Big “I”) in Washington. McDonald was in Washington to help them learn to market to diverse populations so that they have an agency fit [...]
Getting consumer insight about the perception of a brand provides a vital look at whether marketing messages are resonating with the target audience. Marketers may believe that brand popularity relates simply to how many products are sold but the study finds that there is more to it than sales figures and popularity is not easy to maintain according to research shown exclusively to Marketing Week . [...]