Selling Digital Printing to Insurance
- Sponsored by Kodak Registration for this no-charge webinar is available at this special Web page: http://members.whattheythink.com/home/webinarregistrationform4.cfm “Print is a major part of insurance marketing,” said Romano, “representing a spend of $7.0 billion in 2006. On an annual basis, insurance companies mail something to almost every U.S. citizen over the age of 18.” Romano points out that the insurance market in the U.S. is forecast to grow 11 percent to $146.5 billion in 2008. He adds, “There are two levels of marketing and advertising budget. On the corporate level there is national and branding promotion. This pales next to the money spent by individual marketing departments. Marketing managers are responsible for new and existing business. A new program, like nursing home insurance, might have a budget of 30 percent of anticipated business; while, an existing program might have a budget of 2 percent of last years? revenue.” The insurance industry overall spends an average of 13.8 percent of total revenue on marketing budgets. During this session, attendees will learn more about this growing market for digital and conventional print as Frank Romano and industry guests review the market, the products, and the trends of the insurance industry. “It is well known that digital color printing's short runs and personalization capabilities improve targeting, response rates, and overall effectiveness of integrated communications programs,” said Randy Davidson, President, WhatTheyThink. “Printers who can support these programs and help marketers at insurance companies use new media to better track performance against their clients' goals will have an advantage in landing business in the insurance industry. We are pleased that Kodak is sponsoring this event, enabling us to bring this ‘how-to’ session to industry executives.”
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