Torchmark Corp. learned a tough lesson when it offered life insurance to the Reader’s Digest customer file earlier this year: Strong brands alone do not guarantee the consumer affinity needed to sell policies.
That case is one of many named in a new report on insurance direct marketing by veteran DMer Donald R. Jackson.
The insurance firm from Birmingham, AL was marketing Globe Life and Accident coverage. It ran direct response ads touting the strength of the Reader’s Digest brand and the relationship the magazine has with its customers.
Jackson faults the ad, which featured a bound-in tear-off card, for focusing on Pleasantville, NY-based Reader’s Digest as opposed to how Torchmark benefits the consumer. The actual offer
Network
