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Direct Response Marketing

DR Gives AccuQuote Life

1 Feb, 2009 By: Thomas Haire Response

Sean Cheyney says direct response across all media has grown the company into one of life insurance's leading brands.


Partners Are Part of the Team


The fact that Cheyney has built AccuQuote's marketing group from scratch in six years — and operates it with a staff of eight — is stunning. But then add that, as Cheyney says casually, "The majority of what we do is in house," and it becomes downright astounding.

"There are certain instances when we step outside of our group and bring in partners — when shared costs make sense or we know someone can do better work than us," he adds. "We have two primary agencies for online marketing right now. Most of our media buying is done in-house. About 20 percent of our online buying is outsourced to Performance Bridge. We have an incredible relationship, working directly with their president. They are basically an extension of our team."

Another vendor is Converge Direct, which handles AccuQuote's search programs. Cheyney says, "They knock it out of the park. The reporting is good, but, importantly, they speak our language. Some agencies only talk about reach and frequency. That's not acceptable."

Chatter about reach and frequency at the expense of measurement and accountability is unacceptable? Clearly, Cheyney is a true believer in direct response — but not only for its immediate results. He's a believer in its ability to build brand, as well.

"Building a brand is not simply about spending dollars to achieve reach and frequency," Cheyney contends. "With online growing, interactive TV coming, and more digitally influenced consumers, you can accomplish reach with accountability. The days of spending $100 million on TV, display and other forms of general advertising and hoping it works are over. I'm going to test with accountable media and put my money on horses that win."

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