A.M.BestTV at Best's Review's Insurance Marketing and Advertising Summit: Marketers Explain How to Reach Insurance Audience

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OLDWICK - NOVEMBER 19, 2014 12:57 PM (EST)
This ^A.M.BestTV episode from Best's Review's 9th Annual Insurance Marketing and Advertising Summit, in Jersey City, NJ, examines how insurance marketing leaders demonstrate in what way research, technology, humor and honesty can carry the insurance message in this 21st century .

The keynote speaker at the event, John Chandler, chief marketing officer at Massachusetts Mutual Life Insurance Company, addressed the issue of how his company uses emotions in its current marketing strategy. "Buying life insurance often times is an emotional and rational decision combined," said Chandler. "However, I believe the real trigger that gets most people to make the decision to purchase is an emotional one, in order to provide for family or someone that is loved."

Ryan Hanley, digital marketing lead at TrustedChoice.com, explained his views on content marketing for producers. "It is basically putting your story out to the world, showing what makes you tick and what type of clients you like to work with, so that you build an audience that will listen to you," said Hanley. He also added the results are well worth the effort, since when potential customers have insurance needs they will come to you first or at least allow you an opportunity to speak to them.

Also appearing in this episode are:

• Jim Fiske, U.S. marketing manager at Chubb Personal Insurance;


• Dolores Marinelli, marketing communications manager at Chubb Personal Insurance;


• Michael Boyd, head of brand and advertising at Farmers Insurance Company;


• Barry Rollins. director of marketing communications at Lexington Insurance Company;


• Gaye Torrance, president at TorranceCo; and


• Lynn Kesterson-Townes, industry lead for smarter commerce at IBM.

Click here to view the entire video program: http://www.ambest.com/v.asp?v=imas11114.

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^A.M.BestTV covers exclusive A.M. Best information and reports, targeted topics and key developments in the (re)insurance industry every Monday, Wednesday and Friday. Sign up for alerts of episodes at http://www.ambest.com/multimedia/ambtvsignup.html. View ^A.M.BestTV episodes at http://www.ambest.tv.

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