2019 PIMA Insights Awards Categories

1. 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.

 

2. Solicitation for Guaranteed-Issue/Simplified-Issue Product

This category includes any solicitation designed as a 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 campaign piece. 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.

 

3. Solicitation for Underwritten Product

This category includes any solicitation designed as a customer acquisition offer for an underwritten product. Submission materials can include multiple efforts, i.e., waves, flights of the same or similar campaign piece. 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 package, using the same distribution channel.

 

4. Customer Cross-sell and Upgrade Marketing

This category includes sales materials, including digital 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, social campaigns, etc.

 

5. Conservation/Retention

This category includes any materials/campaigns designed to conserve existing customers, and may include newsletters, annual statements, digital marketing, customer engagement, telemarketing efforts, other efforts that utilize database information across different media and entries designed to gather information for subsequent cross-sell efforts.

 

6. Self-Promotion/Branding/Awareness

This category includes entries designed as continuity communications that promote your organization or company including branding/rebranding. The materials are meant to be relationship-building, value-added in nature, awareness-building or informational. Examples are newsletters, digital, brochures, space advertisements, company letterhead, business cards, logos, television spots, videos, promotional packages, etc. This is the only category that will reward marketing creativity & strategy over ROI.


 

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