Sponsor (Oct-Dec 1962)

Record Details:

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Radio ideas for insurance companies Program to stimulate effective use of radio by insurance companies was developed by John Blair & Co. Arthur H. McCoy, executive vice president of Blair, lists here the major insurance companies using radio today, and explains why these companies have just begun to scratch the surface in radio advertising. Radio's full impact yet to come Like other Blair Group Plans, this insurance proposal started with a creative triangle: 1. market research on the industry, 2. media proposal to accomplish what present media usage is not doing, and 3. copy platform. Our media plan ended up being aimed primarily at the man with some extra attention being given to the housewife, sufficient frequency to develop important sales results, use of local radio personalities who have built confidence over a number of years, and the direct tie-in with the local insurance salesman in each community. Some insurance companies have already begun to use radio. Within the past 12 months accounts like Metropolitan Life Insurance Co., Travelers, Equitable Life Assurance Society, John Hancock Life Insurance Co., Nationwide Insurance Co., Great American Insurance Co., and Continental Casualty Co., have used radio. With radio's unique ability to help insurance salesmen across the country get into more homes and complete more sales, it is inevitable that these same insurance companies will be spending more and more of their advertising budgets in spot radio, and that other companies in the field who haven't yet begun to benefit from radio's specialized selling power will be doing so. Two pertinent articles appeared in the Wall Street Journal this week regarding the insurance business. One article mentioned the fact that life insurance sales so far in 1962 are running behind 1961. This would indicate a real need for a fresh look at current copy and media approaches being used by all insurance advertisers. Secondly, an article in the Journal pointed out the fact that an insurance company in California is going to begin a test which involves selling life insurance in the supermarket. This not only indicates a new approach as far as point of sale is concerned, but points up the growing recognition of the importance of women in the sale of insurance. Our analysis of the insurance industry and their use of radio has indicated that to date that usage has been limited to the point where the full impact of what spot radio can do hasn't yet been fully realized by any single insurance company. Iished it tends to last longer." Insurance time lag. This Eactoi of repetition is one ol the built-in features of the Blair Radio Spec tacular proposal, and in (lie opinion ol Arthui McCoy, is especially important to a life insurance advertiser. Says McCoy, "There is a definite time lag between the time the average individual is subjected to life insurance advertising pressure from all life insurance ( ompanies and the time when he finally decides to make a life insurance purchase and choose the specific company he will buy his insurance from." "The repetition of 40 million sales calls per week will be a definite, positive, competitive advantage in carrying the company's message over the insurance time lag. When the prospect ctec ides finally to make his life insurance purchase, the history of repeated sales calls will have firmly imbedded the company's name — as the nation's No. 1 buy — in his mind.'' In other words, the typical spot radio advantages of enormous reach and substantial frequency are fully as important in "time lag" purchases such as life insurance, as they are in "impulse purchases" in the food and drug fields. Local talent tie-in. In addition to the use of life insurance salesmen for delivering localized sales pitches in spot radio commercials, Blair also recommends tieing in local station personalities in insurance selling. Pointing out that these personalities are the "backbone of today's community-minded radio," Blair sa\s. "their names are local household words." They are well-known, respected, and looked up to. in their individual markets. Their implied endorsement of a life insurance company will add Eurthei trust and confidence in the company's insurance story." Insurance personalities. As part of the program to enlist station names in the life insurance "radio spectacular," Blair proposes that each of the personalities in the markets used (approximately seven (Please turn tn page 57) SPONSOR 1 October 1962 43