MMC Entry Category Descriptions
1. Mail Solicitation for Guaranteed-Issue/Simplified-Issue Product
Any mail order solicitation designed as a stand-alone customer acquisition offer for a guaranteed-issue or simplified-issue product. Submission materials can include multiple efforts, i.e., waves, flights of the same or similar direct mail package using the same distribution channel. A “simplified-issue” product is intended to include products for which an application (typically including health questions or attestation) is required, but for which lab tests/paramedical exams are not typically required.
2. Mail Solicitation for Underwritten Product
Any mail order solicitation designed as a stand-alone customer acquisition offer for an underwritten product. An “underwritten” product includes those for which an application with health questions is required and for which lab tests/paramedical exams are typically required. Submission materials can include multiple efforts of the same or similar direct mail package, using the same distribution channel.
3. Single Channel Campaign
Programs that rely on one channel for marketing efforts. This marketing program places all strategy and creative emphasis on a single channel for response.
4. Customer Cross-sell and Upgrade Marketing
Sales materials, including email marketing, designed for the purpose of upgrading, cross-selling additional product or promoting product enhancements to existing customers. Examples are billing inserts, bill messaging, take-ones, reply cards, email promotions, etc.
5. Lead Generation
This category includes campaigns for which the entrant had responsibility only for the lead generation component of the campaign -- not for the sales conversion portion of the campaign. Entries in this category should submit detailed results information regarding generation of leads and sales conversion results to allow for judging of the effectiveness of the lead-generation campaign.
This category includes any materials/campaigns designed to conserve existing customers, and may include newsletters, annual statements, telemarketing efforts, other efforts that utilize database information across different media and entries designed to gather information for subsequent cross-sell efforts.
7. E-Commerce Website
This category includes all revenue generating Web-based enrollment promotions (including search engine marketing campaigns) targeting new customer acquisition. (Note: Cross-sell/upgrade campaigns are in category # 4.)
8. Self Promotion – Agency Members
Includes entries designed as continuity communications that promote their organization or company. The materials are meant to be relationship-building, value-added in nature or informational. Examples are newsletters, Web sites, brochures, advertisements, television, videos, promotional packages, etc.
9. Self Promotion – Company Members/Business Partners
Includes entries designed as continuity communications that promote their organization or company. The materials are meant to be relationship-building, value-added in nature or informational. Examples are newsletters, Web sites, brochures, space advertisements, television spots, videos, promotional packages, etc.
10. Other Media
Any advertisement that promotes a specific insurance product using other media, such as television, radio, video, CD-ROM, or audio. This category does not include Web site promotions. Results information provided should include sales/premium production information wherever possible. (Please provide e-samples/links, DVDs, etc.)
11. New Media
This new category includes all forms of digital marketing including mobile, broadcast/non-traditional email, social media and this is the only category that will reward marketing creativity & strategy over ROI. The judging breakdown will be as follows: Results (20%), Marketing Strategy (40%), Creative Execution (40%). (Please provide e-samples/links, DVDs, etc.)