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... state more than $200,000 in mailing expenditures. That's going beyond advertising-it's terrific (and free!) public relations. No one has yet been willing to detail the costs for this campaign, since negotiations with mailing companies are still underway. However, the dealers are shifting about a third of their general television advertising budget to cover this promotion. The state of Iowa recently began selling advertising space in 15 state documents, from the Department of Revenue and Finance's finance newsletters to driver's license manuals. The Iowa Department of Economic Development polled the other 49 states, and none of the 38 responding states offered any such program. (After receiving such a survey, they're probably considering it, though!) The Insurance Angle Although this news story concerns selling cars, it could open a multitude ... . Government and business have become unusual bedfellows in a unique and exciting direct-mail marketing concept. A joint project involving the automotive industry in Montana could serve as a model for a whole new direction in targeted direct mail-and have great relevance for selling nearly every insurance product in the marketplace. Automotive News reported that the Montana Chevrolet Dealers Association won a bid to mail 680,000 renewal notices for Montana's motor vehicle registrations during the next year. The bid, awarded to the group's ad agency, Sage Advertising, is believed to be a marketing first. Car dealers feel that this will remove the junk-mail stigma from their direct-mail advertising. Each renewal notice will include an advertising message from the recipient's local Chevrolet dealer. (Note the local' aspect, targeting the marketing message toward specific territories.) The ...

...recently began selling advertising space in 15 state documents, from the Depar...

...s in direct contact with the vapor space in the cylinder? [ ] Are valve prote...ations? [ ] If forklifts and other vehicles are used in buildings or other en...

...improvement insurance Do you rent space to conduct your business? Have you built out the interior of your space or made improvements to accommodate y...

... a particular topic, and generate revenues through paid advertising. Newsletters have other advantages. If the news is particularly memorable, the recipient will often forward it to others, garnering additional exposure for advertisers. Moreover, some e-newsletters are printed and saved, which guarantees additional exposure. One potential drawback to e-newsletters is that they can limit creative options. Many e-mail newsletters are text only, which limits advertising space to a set number of lines and characters. But many marketers often prefer an all-text ad that users save and forward to an attractively designed HTML e-mail ad that most users delete before you can say spam. Finally, e-mail newsletters provide marketers with targeted exposure on a regular basis. While consumers might understandably become annoyed with frequent e-mail ads, a weekly newsletter they've asked for encounters no such resistance. ... at the same time. E-mail newsletters have enjoyed exponential growth. Penn Media, the 800-pound gorilla of online newsletters, recently announced that it had more than 50 million subscribers to their various newsletter offerings. That's a lot of news and a lot of exposure. Free enterprise being what it is, nobody should expect to get a newsletter that's really free. After all, companies design these newsletters as vehicles to establish and maintain customer relationships. Invariably, theyr'e going to throw in some advertising for good measure. And studies suggest that this is a smart marketing idea. Overall, newsletters fall under the rubric of Customer Relationship Management (CRM) . Although CRM newsletters are indeed marketing vehicles, the best ones contain information of perceived value about a pertinent topic. As a customer communications tool, e-newsletters ...

...'action.' Liberal use of white space. White space helps the flow of information and sup...nterest in your offer. Think of white space as added value. DON’T IGNORE OTHER COMMUNICATION VEHICLES Support your advertising with...

...ext only, which limits advertising space to a set number of lines and characte...

...get to buying billboard space to advertise its credit card. In thre...

...ately) that there was a 3 x 5-inch space left empty in the headline. For examp...

... There are a lot of agents looking to write this type of business, and you are dealing with very savvy Insureds. They are definitely shopping, pricing it out, there is a lot of competition, and just like in most other classes, it is coming down to the best coverage for the best pricing," Orlando said. "The differentiating factor that a successful agent possesses in this space is the keen ability to effectively identify and understand the unique exposures that these organizations face" . Those are the skillsets that Risk Managers are looking for when they enlist an Agent to help them procure complex coverages. He said NIF writes more than 500 classes of non-profit coverage for Liberty Mutual Insurance, ranging from small service clubs and community foundations up to large social services facilities. "NIF has ... exclusive partners with Liberty Mutual since 2008 in this class of business, prior to Liberty Mutual; NIF underwrote the program for Safeco Insurance for 10 years prior to their acquisition by Liberty Mutual. Orlando noted that many not for profit multi-service facilities tend to be large accounts with premiums in the 6-figure range, covering significant property and vehicle schedules, medical malpractice and other types of liability coverage. "Some of these tend to be very competitive accounts, and will change hands between carriers and agents often because of the larger premiums at stake. Then, on the other side of the coin, we see a large percentage of accounts, the ones with the proper risk management measures in place, stay with one agent and one carrier for a very long time." Orlando said. He said that ...