This is a Digital Download featuring PowerPoint Slides with Synchronized Audio from the 11th Annual Intercompany Long Term Care Insurance Conference 2011. Watch the slides while listening to the synchronized audio, exactly as is happened live.

ILTCI 2011-30

How to Sell to Boomers: Life Stage Planning

The nation's 78 million baby boomers have $2.5 trillion and control 75% of total household net worth. They represent a treasure trove of opportunity for the Long Term Care insurance market. Boomers are educated, tech-savvy and convenience-driven. Health is their most important asset, with financial security a close second.

Marketing and selling to boomers requires new skills. This is not a throw-it-up-against-the-wall audience. Their confidence in advertising has been eroded to an all-time low, and as tomorrow's digital consumers, they trust recommendations of friends more than brand messaging.

Successfully marketing and selling Long Term Care insurance to boomers relies on three core principles:

1. Actionable Intelligence A capacity to gather, analyze and interpret consumer data to create a complete snapshot or predictive understanding of LTCi prospect characteristics-purchasing habits, lifestyle or lifestage attributes, and psychographic profiles.

2. Engagement Marketing Telling prospective LTCi customers what you stand for, why you are different, and what value you deliver compared to competitors means moving from brand monologue to customer dialogue, with low-engagement traditional marketing overtaken by "tradigital", interactive social engagement.

3. Solution Selling Leading LTCi companies will claim a market position as the trusted, expert advisor providing value-based solutions: a focus on consumers' pain points that can connect with them logically and emotionally with relevant, personalized LTCi solutions.

Speakers: Gale, Janet   Resnick, Lindsay  
Producers: Noonan, Terry  
Specialty Fields: Field Marketing,Home Office Marketing
Session Type: Lecture