A.M. Best Company's 6th Annual Insurance Marketing & Advertising Summit 2011 IMAS - The Marketing of Insurance
The sixth annual Insurance Marketing and Advertising Summit was held on November 3, 2011, at the Hyatt Regency Jersey City on the Hudson.
The conference included presentations by national and global speakers detailing the strategies behind their high-profile marketing campaigns, a look at statistics on the state of insurance advertising spending, and opportunities for networking and business interaction.
Lee McDonald, Group Vice President, Communications, A.M. Best Co.
When Did Personal Auto Become a Laughing Matter? Jeremy Bowler, Senior Director, J.D. Power & Associates
We'll review a case study examining the impact of humor in personal auto advertising campaigns, including the Allstate "Mayhem" campaign, during the past two years.
With each new platform, channel and medium, insurers' exposure to marketing and community liability grows. Legal experts review emerging areas of exposure, how insurers should protect themselves, and where some are going wrong.
How New York Life Got Game Christopher Sorgie, Corporate Vice President of Advertising, New York Life
Sports are hot, but the costs of stadium-naming rights and Super Bowl advertising continue to skyrocket, encouraging insurers to follow different paths. For New York Life, that led to Little League baseball and its "Get in the Game" strategy. We'll take a look at the insurer's sponsorship, how and why it chose this venue and what insurance marketers need to know about matching sports marketing to their business.
The Eye of the Media Storm: Communicating During Catastrophic Coverage Jerry Davies, Assistant Vice President, Media & Public Relations, North America, Farmers Insurance
Storms, floods, tornadoes, earthquakes, power outages. It's the preparation that makes the difference. How the best do it right and where some go wrong.
Real-World Social Media: Real Insurers and Real Campaigns Tom Wetzel, Thomas H. Wetzel & Associates Tara Russell, Director of Marketing, Lexington Insurance
Social media is about communicating spontaneously and often; meanwhile, insurance remains a highly regulated, precisely offered service.
Online Marketing Scorecard Susan Engleson Kleinman, Director of Insurance Solutions, comScore
Insurers have demonstrated huge increases in online advertising efforts, with some surprising changes in where they're spending. We'll look at where activity is heading, the outlets and formats insurers are choosing, why some platforms are becoming preferred venues, and how insurance marketers are performing online compared with their competitors and other financial services.
Insurers are harnessing new technologies, platforms and an exploding array of outlets. We'll look at a new report on insurers' development efforts and how the insurance industry compares to other sectors in developing appropriate apps, how it's measuring success, and which sectors of financial service have harnessed the new formats.
As consumers and the insurance community increasingly turn to mobile and tablets, insurers are racing to meet them. Where should you start? What platforms should you target? What should you expect in time, expense and complexity? What are worthy subjects for "appification," and where is it too easy to squander resources?
As national auto and homeowners insurers turn up the marketing dial, mid-sized insurers face a choice: Find their own marketing voice or risk becoming also-rans. In this session, we'll take an inside look at how NYCM is leveraging its roots, its agency networking in suburban New York and some over-the-top marketing to defend and grow its position in one of the most competitive markets in the U.S.
