Back story: I came into the insurance and financial industry through ad agencies. Then, I was the head marketing writer for a large national financial firm. So, I've got a pretty broad and extensive background. Does that qualify me to manage your marketing? No. Why? Because the model for effective marketing in this industry has changed. And, the change is a huge improvement over the traditional model! Let's look at why:
Picture the traditional model as a flow chart, with your firm at the top. Let's call it XYZ Financial. XYZ hires LMNOP Marketing to serve as partner and manage all the firm's marketing and advertising. LMNOP Marketing, likely does not understand XYZ's business or even the dynamics of the financial industry. But they have a staff of writers and graphic designers who can romance and finesse any type of promotion.
LMNOP probably says, "We don't need to know your business; we only have to understand marketing."
Complete your profile to continue reading and get FREE access to BenefitsPRO, part of your ALM digital membership.
Your access to unlimited BenefitsPRO content isn’t changing.
Once you are an ALM digital member, you’ll receive:
- Breaking benefits news and analysis, on-site and via our newsletters and custom alerts
- Educational webcasts, white papers, and ebooks from industry thought leaders
- Critical converage of the property casualty insurance and financial advisory markets on our other ALM sites, PropertyCasualty360 and ThinkAdvisor
Already have an account? Sign In Now
© 2024 ALM Global, LLC, All Rights Reserved. Request academic re-use from www.copyright.com. All other uses, submit a request to [email protected]. For more information visit Asset & Logo Licensing.
