Marketing Archives - Page 2 of 3

July 20, 2021

Health plans should expect record ACA enrollments in 2022 — thanks ARP!

Back in April we promised to follow up on the American Rescue Plan’s (ARP’s) impact on the health insurance market. As you may recall, the ARP offered larger premium tax credits to a greater number of people who obtain coverage through Affordable Care Act health plans. It also created an extended special enrollment period (SEP) that’s slated to end on August 15th. Here’s the good news from the ARP’s impact on 2021 enrollments: CMS reports that over 1.2 million Americans signed up for health insurance under the extended SEP as of June 1st. 3 million consumers reduced their monthly health insurance rates by applying for additional premium tax credits. State-based marketplaces and healthcare.gov helped spur additional enrollments by promoting the SEP along with health plans. This included CMS teaming up with Stride’s Portable Benefits platform to help independent contractors enroll in an ACA health plan during a “Gig Workers Week of...

May 24, 2021

in Marketing

by Patricia Uhrich

A Quartet of Awards — Music to our ears.

Awards season is back for 2021 and Direct Choice is off to a strong start. Last week, our team attended a virtual presentation of the Philadelphia Direct Marketing Association’s Benjamin Franklin Awards (AKA Bennies) via Zoom. Other than the “Creative Only” category, these awards are judged based on a blend of marketing strategy, creative and response metrics. Direct Choice was recognized with awards in four categories: Integrated B-to-C Winner: Blue Cross of NC Medicare Advantage Campaign. While face-to-face sales were made impossible by the pandemic of 2020, this campaign managed to drastically increase direct sales and decrease the cost per sale. The campaign included traditional direct mail and DRTV together with new social media strategies for highly targeted marketing. Broadcast (TV or Radio) Campaign Winner: Blue Cross of NC Medicare Advantage DRTV: As part of the above campaign, we expanded our DRTV efforts with a new spot that leveraged the localized power...

February 10, 2021

in Marketing, Uncategorized

by Patricia Uhrich

Why it was good to see some Big Brands sit out the Super Bowl

For marketers, the Super Bowl traditionally begins in the summer when budgets and creative ideas are set in motion. This year was anything but traditional. Although all 256 regular season games were played, some advertisers chose to sit out the Super Bowl. In fact, it was the first Super Bowl in 37 years without Budweiser airing a spot during the game. Clydesdales, Mr. Peanut, Korean cars, Mexican avocados and Coca Cola were all conspicuously absent. Whatever their PR people may have said before the game, we know it’s all because most big brands aren’t risk takers and couldn’t handle this year’s uncertainty — but that’s a good thing and below are three reasons why: 1) Budweiser, Kia and Planters diverted money to good causes. According to Ad Age, Planters is shelling out (ha ha) $5 million to support unsung heroes this year while Kia plans to expand its giving to support America’s youth....

May 4, 2020

in Marketing

by Patricia Uhrich

Research update: Advertising best practices during COVID-19

Since our last post, we’ve digested a new report from Phoenix Marketing International who are closely monitoring the pandemic’s impact on advertising and viewer engagement. Unlike the daily knee-jerk moves of the stock market, the world of marketing has been more predictable and steady. That’s good news for those of us in charge of messaging and media. Looking for sense of normality? This chart which broadly compares the effectiveness of today’s COIVD and Non-COVID advertising to pre-COVID levels is quite satisfying...

April 15, 2020

in Marketing

by Patricia Uhrich

Research on advertising during COVID-19 reveals new best practices

Deciding if and how your advertising should address the global pandemic is unnerving. We’ve entered new territory without a map or even a guide star. Fortunately, researchers are beginning to provide recommendations that will prove invaluable on the journey ahead. Last week, Phoenix Marketing International released a report on advertising during the COVID-19 crisis. Their propriety metrics show that little has changed in terms of advertising’s ability to break through and communicate the brand. Ad memorability (next-day recall of the ad), brand linkage (ability to identify the advertised brand), and brand memorability (ability to recall ad content and brand) are holding steady. That said, the report warns that our increasing consumption of broadcasts could dilute our attention and therefore all of the above metrics. The burning question: How do consumers feel about advertising during COVID-19? According to the report, 40% of consumers agree that it is important for brands to continue advertising...

March 2, 2020

in Marketing

by Patricia Uhrich

PETS! Is Their Mass Appeal On Your Marketing Radar?

There’s been a lot of hype in recent years surrounding our adoration of Pet Influencers and with good reason. According to AdAge, Grumpy Cat (RIP) made an estimated $100 million from her film, media appearances, sponsorship deals and merchandise sales since going viral in 2012. Jiffpom is currently the most popular pet influencer reaching 30 million followers across the globe. If you want him to sponsor your product on Instagram, be prepared to shell out up to $32,000 plus. Clearly, these are not the kind of numbers you should expect from your average pet with a social media account. Jiffpom’s reel on IMDB reveals that he is a highly trained and talented 4-legged actor with a stunning resume including world-record stunts. You don’t have to employ a celebrity of Jiffpom’s stature to capitalize on the power of pets. Consider these advantages that come with choosing animals over humans for your next campaign… Animals...

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