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Marketing insurance to millennials.

1. Use influencers.

After family, most millennials (adults ages 18 to 34) listen to friends or peers for opinions on brands. Find those millennials who are thought leaders in the digital space, engage them and get them talking. By conducting a blogger outreach program, you can find the bloggers with the largest social following and target them for future campaigns.

2. Make education engaging, Millennials are likely to spend time on your site when it includes an online game or quiz, such as an animated home or auto online risk assessment. The key is to keep them entertained while learning the ins and outs of insurance.

3. Target mobile without the apps. Millennials don't use apps as much as they use mobile browsers. If your site won't load, they're likely to move on to a competitor. Make sure your website is formatted so that it will display correctly on mobile devices.

4. Make your CSR policies known, Millennials want to do business with companies that care about their communities. Develop a corporate social responsibility program using input from your customers. Build a playground, rescue a troubled 5K or pay to keep a public swimming pool open. Invite your customers to help.

5. Use family connections, One of the best ways to reach millennials is through their parents. When it comes time to buyinsurance, millennials usually turn to Mom and Dad for advice. Target ages 50-65 with a direct mail piece, news story or digital ad about families insured with the same carrier. Let them refer their children to you.

--Paul Eagle, vice president of IMRE

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Title Annotation:TOP 5
Author:Eagle, Paul
Publication:Best's Review
Article Type:Brief article
Geographic Code:1USA
Date:Jun 1, 2013
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