Challenge:
A changing business landscape took a major auto insurer in a new
direction, affinity-marketing programs, specifically affinity programs
with major banking institutions. This new relationship created
challenges for an organization that had never sold through an affinity
partner or executed a direct marketing campaign.
Microengagement Solution:
We introduced the insurer to a Microengagement consultant and direct
marketing pro with 25 years of experience marketing in the banking
channel.
Engagement:
The Microengagement Consultant met with the insurer’s marketing team
and bank representatives. Using the existing marketing team, our
consultant managed development of a direct marketing plan and
segmentation model that immediately put the insurer in the direct
marketing business. By working closely with the affinity bank partners,
our consultant identified multiple electronic customer touch points
that did not carry with them the costs associated with direct mail. Not
only were these electronic channels free, they were also clear of the
competition and static associated with direct mail programs.
Consequently, the direct-electronic channels had response rates
comparable to direct mail and penny for penny, superior to direct mail.
Total cost to customer $50,000.
Microengagement Advantage:
The consultant brought with him a deep level of understanding of the
customer’s business. He knew how to build a direct marketing function,
segment data, work in the bank channel, and what legal restrictions to
watch out for.
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What We Do 
