GRAPEVINE, TEXAS--Effective insurance marketing goes beyond pricing and focuses on how a company wants to portray itself and the sort of customer they want to reach, a research expert said.
Jeremy Bowler, senior director of the insurance practice at J.D. Power and Associates, made his comments at the National Association of Mutual Insurance Companies' annual convention here.
Companies, he said, need to understand where they are in the market and where they would like to go. "Look at what you are currently doing," from the perspective of shoppers, he said. Different companies will have different goals.
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