[July 10, 2014]

Eastbridge Report Examines Current Marketing Practices of Voluntary Carriers

Marketing is not just a support function for Sales or the Advertising Department. At its best, marketing should be an influencer and shaper of needs at all customer levels as well as part of the proactive development of product to meet those needs. The broad umbrella of Marketing involves customer research, brand awareness, market segmentation, competitive analysis, value-proposition creation, communication, distribution development, advertising and sales promotion. All of these functions cannot be realistically housed in the same department or area, but all are necessary. Moreover, the integration of these functions plays an important role in a company's success in the voluntar market.

The purpose of this Spotlight™ Report, Marketing Practices of Voluntary Carriers, is to compare the marketing practices of 19 carriers in the voluntary market. Specifically, it looks at:

• How the marketing department is structured
• Types of marketing plans developed and which are most successful
• Various branding, imaging, and advertising strategies
• Customer marketing for each audience type
• Other types of marketing (e.g.: lead generation, conservation, cross selling, Internet/web-based, etc.)
• Different types of research used
• Marketing budgets

With this information, voluntary carriers can better evaluate their current marketing practices, structure and integration to boost the competitiveness of the company and their offering.

The report is now available for purchase for $3,000. For more information or to order, call today at (860) 676-9633 or email us at [email protected].

Eastbridge Consulting Group, Inc. is a marketing advisory firm serving insurance and financial services organizations in the United States and Canada.

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