® The New Direct Marketing in a Multi- Channel World Insurance Direct Marketing Forum Wayne Rosenberger – Harte-Hanks September 15, 2008

® The Old Paradigm vs. The New Old Media optimization Branded direct Creative Off-line database Measurement by media Post mortem analytics Offers driven by models New Media integration Brand driven by the Web Real time data Aggregated measurement Real time analytics Offers driven by interaction

® Multichannel Marketing Vision Today Campaign Performance Campaign Performance Campaign-Centric Audience Channel Overall Audience Generic Content Drive RX Generic Content Drive RX Goal Campaign Performance Campaign Performance Business Impact Business Impact Customer-Centric Audience Multichannel Persona 1 Persona 2 Persona 3 Cross- Channel Optimization Relevant Product Meet Indv. Needs & Interests Right Time & Channel Cross- Channel Optimization Relevant Product Meet Indv. Needs & Interests Right Time & Channel Means of Getting There Data Integration Behaviors Descriptors Ongoing Program Optimization With Analytics User Research & Segmentation Strateg y Shift

® The New Components Search Rich Media Behavioral Advertising Contextual Advertising Blogs RSS Podcasting Videocasting Mobile Messaging Widgets Web 2.0 & Social Networking

® Web As A Selling Tool Preference-Driven Message Subscription Form Preference Profiles Preference Center Dynamic Content Messaging Engine New CustomerExisting Customer

® Trigger personalized abandoned cart message Web As A Selling Tool Behavior-Driven Message Model Web Analytics Your Website Behavior Profiles Lifecycle Scoring abandoned cart Transactional Messaging Engine

® Dialog Messaging Communicator Combine customer preferences, behaviors and marketing rules to control message content and timing Identify tactics based on customer lifecycle stages Link messages to online and offline behavior using business rules Trigger sequences to connect lifecycle stages

® Horizon (BCBS New Jersey) Paid Search Case Study

® Business Situation Horizon BlueCross Blue Shield is the leading insurer in the state of New Jersey in the Individual Under 65 market Existing programs included direct mail and print as lead generation mechanisms Captive inside and outside sales groups closed all sales A marketing database supports all marketing activity Results from existing lead generation programs had flattened out Need for additional channels to generate leads and sales

® What’s Really New About This? Instant engagement with customer At the moment and the place they’ve decided they need to buy Perfect mix of location and timing –Location is right in from of them –Timing is all the time, any time, every time, whenever they’re ready

® Search Engine Marketing Program Description Paid search through Google and Yahoo Data capture landing pages –Distraction-free, competition-free –Low bandwidth demand Instant lead transfer to inside and outside sales

® Search Engine Marketing Methodology Buy keywords that ensure top 3 positioning Write compelling ads, and test them Track visitors through to conversion Use landing pages that will help complete the sale Optimize based on conversion results

® Many Channels – Same Result

® The Search Result

® Additional Channel Direct Mail

® Landing and Data Capture Page

® / Blackberry Instant Message to Sales

® Results – A Multichannel Success The search engine project exceeded projections Equivalent of mailing 146,400 pieces CPL is equivalent to mail –CPL is <$20.00 Conversion rate to sales is exceeds all other media No degradation of direct mail results

® Where Else This Might Lead Greater integration of online and offline media –Traditional media used to push searches and landing page visits Online enrollment application –Self-directed –Assisted by inside sales New markets –Seniors –Adult children of seniors Member services Retention

® Customer Centricity – Automotive Industry

® Our Objectives Provide the dealer network with a best-in-class, national direct marketing program that builds dealer-customer relationships Drive customer pay revenue More multi-channel integration Increase speed to market Generate greater return on investment Optimize dealer enrollment and participation Continually reinvent program offerings

® Marketing Communications Provides Dealers with greater access to create “intelligent” multi- channel communications, reduce dealer cost, and increase overall response Response Channels Segment Channels Programs Direct Mail Call Center (Outbound) Automated Voice Messaging Text/Mobile Dealer Call Center Website Personalized Websites New Best Opportunity At Risk Winback Maintain Timed-Based Communications Triggered Communications Event Communications Automated Behavior- Based Condition- Based Follow-up Sales Accessories Events Newsletters

® Communication Plan – Built in Solution Automated/Loyalty Campaigns –Service Reminder – vehicle based –Relationship Marketing – customer based On Demand Communications –Express Campaigns –Custom Campaigns Triggered Communications –Immediate, triggered responses based on response/non-response to above campaigns –Confirmations

® Personalization, Relevancy, Response Data-driven communications based on customer insights, activities and placement in the customer lifestage Personalization Engine SegmentationDemographicsVehicle New OwnerGenderMake Profile based (single, Young family, etc.) AgeModel Best CustomerIncomeYear Defection RiskPresence of Children Vehicle LifestageRegionalOffer NewSnow, Heat, SeasonalNo Offer Mid-stageBehavior DrivenReward In-marketService ElsewhereIncentive Referral Program Vehicle SalesChannel Own LeasePostal Mail UsedPhone

® Personalization, Relevancy, Response Data-driven trigger based programs that integrate within a lifecycle communication framework Vehicle DrivenBehavior DrivenHandraiserCustomer Relationship Mileage Timing Change of Service Venue Service Experience Survey Response Observed- Data Driven Offline Online In Person Anniversary Safe Driving Tips for Teens Child Safety Birthday Cards

® New Customer Lifestage

® Mid-Cycle Customer Lifestage

® Back In-Market Customer Lifestage

® Multichannel Marketing It’s not just direct! It’s not just digital! It all works together!

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