For Immediate Release Contact: Linda Barba, Project Marketing, Inc., 610-889-2036 or via e-mail at lbarba@projectmarketinginc.com TARGETING UNDER 65 INSURANCE CONSUMERS USING DRTV AS A STRATEGIC MEDIA CHOICE

DMW offers white paper that guides insurance marketers in reaching and influencing 18 to 65 year olds

Wayne, PA — September 23, 2005 — With today’s advances in segmentation, modeling, and analytics, it is relatively easy for insurance marketers to target people under age 65. The challenge, however, is to find those under age 65 who are in need of real insurance — meaning coverage for those people who need to purchase their own primary insurance coverage. These prospects are typically self-employed, early retirees, employees of small companies that don’t offer insurance, and those in between jobs and/or school. 

This target group is not a homogeneous one. As part of a large, diverse group of those ages 18 to 65, they cut across generational lines, and therefore have different value sets. What’s more, their wants, needs, and preferences vary. How then, can insurance marketers reach these segments and influence an insurance purchase decision?

“The answer to the challenge is to utilize the time-tested tenets of direct marketing with the first step of getting a prospect to raise his or her hand,” says Warren Hunter, president and CEO of DMW, and author of “Targeting the Under 65 Insurance Consumer Using DRTV as a Strategic Media Choice” — a white paper available to insurance marketers. 

Hunter’s white paper covers a variety of subjects, including: using direct response television (DRTV) to combine brand and direct; DRTV as a strategic media choice: secrets and barriers; a BlueCross BlueShield plan case study; and DRTV quiz. The white paper is available upon request via e-mail to acraig@dmwdirect.com. 

About DMW 
DMW is a full-service direct response advertising agency with offices in Wayne, PA and Plymouth, MA. The agency provides strategic planning, creative, database management, broadcast, media, production, fulfillment, and Internet marketing. Industries served include insurance, healthcare, financial services, consumer products, B2B, and non-profit. Warren Hunter, president and CEO of DMW, can be reached at 610-407-0407 or via e-mail at whunter@dmwdirect.com. Visit DMW’s Website at www.dmwdirect.com.