Originally the months of the year were named in honor of the divinities. They changed slightly depending upon whether you were talking Greek or Roman months, but the basic concept was still the same.
Adapting to 20th – and now 21st – century marketing trends, we often find some sort of supernumerary marketing descriptor appended to the month to call attention to a category or a cause. Take this month for example. It’s proper marketing nomenclature is “September, Life Insurance Awareness Month.”
In this economy families have less to financially fall back on, yet ownership of life insurance has hit a 50-year low with only 44% of US households having individual life insurance. And the number of households that have none is growing.
Even in an ad-saturated, Internet-driven marketplace about one in four households admit they don't know how life insurance can help them, so one of the biggest barriers is apparently lack of information. We can’t speak to the packet you might receive from one of these providers, but here’s how insurance companies that provide home and life coverage currently rank on our Customer Loyalty Engagement Index:
1. New York Life
3. The Hartford
So in addition to all the insurance advertising out there the other 11 months of the year, September is the month when the insurance industry reminds Americans of the need to include life insurance in their financ
We’d also like to remind you that next month Amy Shea, EVP Global Brand Development will be presenting the findings from a study looking at car insurance advertising that dramatically extends the body-of-knowledge on how humor can build brand equity.
On October 11, 2011, at 12:00 PM (EST) a free webinar, hosted by the Advertising Research Foundation will be presented. While there is some existing research on the use of humor in advertising, there is little linking predictive brand metrics to examples of different comedic approaches and we invite you to share in our insights.
Follow the instructions below to attend at no cost:
1. Go to http://my.thearf.org
2. On the left side of the screen, click on “Sign up for this upcoming Event, Forum or Webcast
3. Register for webcast “10/11/2011 – What’s So Funny? How Humor in Advertising Can Build a Brand”
4. Enter code “Loyalty” in the discount code box on the bottom of the screen and click continue
Combining today’s blog topic and next month’s webinar, we are reminded of humorist Stephen Leacock’s observation, “I detest life-insurance agents: they always argue that I shall some day die, which is not so.”
Would that were the case for us all.