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... to ignore these claims. A different, fresh approach has a better chance of catching your audience's attention. Attaching your agency or company to a good cause can do just that. This strategy can also begin to make a dent in rehabilitating our industry's battered image. Innovative marketers in other industries have used cause-related marketing successfully. Their stories provide some valuable lessons for insurance marketers. The Body Shop A cosmetic store that doesn't advertise or use fancy packaging sounds as if it would be doomed to failure. Yet The Body Shop, based in , is the world's hottest cosmetics chain. It doesn't spend a penny on advertising or pretty packages. The company sells natural soaps, scents, lotions, and shampoos in more than 300 stores around the world, including the . It sells its products largely by ... , the agency is identified. The public service announcements highlight the agency's public spirit. And you'd better believe that most people will pay more attention to an ad about a free concert than one selling insurance. Fireman's Fund Insurance companies can also use good causes as marketing and public relations tools. One forward-looking company doing this is Fireman's Fund. They not only sponsor worthwhile activities, but, just as important, they let the world know about it. Insurance companies are associated with disasters: fires, floods, thefts, illness, and death. To counteract the doom-and-gloom image, Fireman's has an advertising campaign headlined Good News. One of the ads features ' Safetyville, ' in Sacramento , CA. Partly sponsored by Fireman's Fund, this scale village comes complete with streets, sidewalks, traffic signals, ...

... everyone's ability to execute proper life-saving procedures (people will be more receptive to an exercise' than a test') . Conducting exercises that include all employees will help everyone focus on the problem and make them familiar with responding to unexpected events. It will also give people a feeling of empowerment in an environment that seems overwhelming. Make the exercise as real as possible. Larger organizations should consider applying cosmetic materials to volunteer victims' to simulate injuries, coordinate the exercise with civil authorities, and so forth. Test your internal communication systems. Certain WMD threats require building evacuation, while others mandate seeking shelter within the building (this also holds true for certain natural disasters) . ‘Accidental' Release Materials capable of mass destruction are sometimes used to manufacture products or for research. Such ... Now that air carriers have become terrorist targets, this rule should be strictly enforced. Take special precautions in selecting meeting locations where large groups of managers are to attend. Also be especially cautious about participating in meetings that include large groups of key government officials, business executives, scientists, and so forth. Disaster Planning Your normal Business Continuity/Disaster Recovery Plan remains invaluable; in fact it's more important than ever. The plan must include such precautions as securing vital records, the creation of an Emergency Response Team (ERT), setting alternate meeting locations for the ERT, drawing up offsite employee contact lists and procedures, and implementing security controls. Testing Now that human lives have become deliberate targets of terrorists, testing your plan is more important than ever. Focus on exercising' everyone's ability ...

...e marketers. The Body Shop A cosmetic store that doesn't advertise or use ..., based in , is the world's hottest cosmetics chain. It doesn't spend a penny ...

...g, drinking, smoking or applying cosmetics and that these latter practices are...

...gs, orthodontia, root canals and cosmetic dentistry, at reduced rates. Pay Ou...

...s, deductibles, etc. Allow only cosmetic changes to formats. Always ob...