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Organisation Summary
YOA Insurance Brokers (YOA) is a leading specialist insurance company providing
independent risk advice and solutions to various clients. The vision of YOA to
redefine insurance in Nigeria is hinged on continually striving to specialise and
provide first class insurance and risk management services.
From inception in 2002, YOA has been meeting the insurance needs of Nigerian
industries and providing insurance and reinsurance broking, risk management
and employee benefit solutions. Even tThough a young and dynamic company,
her roots go back to 1977, with her name originating from her sister company,
Yinka Omilani & Associates, the oldest professional loss adjuster in Nigeria.
Through a steady programme of investment in people, systems and knowledge,
YOA has grown to a staff of more than 70. Headquartered in Lagos, a thriving
business state in Nigeria, YOA also provides local personal services from offices
in Port Harcourt and Abuja states of Nigeria.
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At YOA Insurance Brokers, we are tenacious, have a strong standing in the

insurance market and always make sure you get what you need. We are brave
enough to challenge conventions and agile enough to change them. To ensure
that we do this well, we have a client service unit which monitors and captures
feedback as a tool to continually improve our service and meet each customers
need.Managing Director, YOA Insurance Brokers 2014
YOA Insurance Brokers exhibits some key traits of Integrated Marketing
Communications across its customer-audience relationship management which
have resulted in successes. These successes can be attributed to:

Dedication to meeting customer needs and expectations

Excellent quality insurance products and services
Demonstrated ability to honour claims and financial obligations
Professional insurance practices through a dedicated and strong
management team and staff
Prompt response to growing and changing customer needs and other
relevant environmental factors.

The YOA team consists of Board of directors, top and middle management
working closely with lower level officers. The work is divided into functional
departments from which committees are set up for cross functional duties. YOA
committees are set teams from different departments within the company to
carry out some business decisions. Bringing people together from different
disciplines has helped to improve problem solving and has led to a more
thorough decision making.
YOA Insurance Brokers Limited pioneered their use of cross functional teams in
2004 when the managing director of the company brought together staff from
the financial, business development, client services and technical departments
to research on developing a Terrorism Insurance product. This was following the
increasing demand for the product due to rise of terrorism in the northern part of
Nigeria. The idea was clearly communicated to all members of the Product
Innovation Committee who were made up of staffs from:
The Business development department responsible for researching on the
viability of the product.
Technical who liaised with the underwriters to work out the technicalities
and measure the risks.
Sales who came up with a sales plan
Finance who forecasted budgets and profits.
And the Marketing department saddled with the responsibility of
communicating the availability of the product and its processes to their
customers.
As a result of that first CFT, YOA was among the first brokerage company in
Nigeria to push for an Insurance for Terrorism product which gave the company a
competitive advantage. The company now relies on cross-functional teams in
almost every area of its organisation.

Buisnes
Developme
nt

Technical

CF
T

Client
Services

Finance

Other CFTs at YOA are:

Talent management committee made up of staff from the human
resources, administration, and executives departments who have been set
up to handle all staff trainings, recruitments and welfare.
Business Improvement committee made up of Business development,
client services, technical and claims representatives set up to work out
systems that would improve on how its business is run.
Internal Communications
Internal communications is about creating and developing communication
methods which promote and maintain a customer-oriented culture among key
stakeholders, which, together with the organisations mission, vision and values,
and supported by branding will help the organisation to achieve its strategic
goalsIntegrated marketing Communications CIM 2015
Internal communications, take a strategic top-down approach to engaging
leadership teams and then making sure engagement cascades through the ranks
of managers to employees on the front lines. It provides a mechanism for twoway feedback to ensure effective communication between the employees and
management. This has helped the leaders to be visible, approachable and wellbriefed about each individual making them feel important and needed.YOA
recognises the need to communicate its thoughts, messages and ideas clearly
and provide appropriate structures for information to be disseminated within the
organisation.
Because employees work for an organisation, they are already involved but at
varying degrees.
These degrees vary as a result of factors such as reward system, uncertainty,
task independence, structure, goals and size. Every company must work to
ensure that their employees are motivated and therefore remain loyal and
committed. This is an essential part of employee branding.
The Chartered Institute of Personnel and development (CIPD) says that employee
engagement is emerging as the master key that unlocks performance (CIPD,
2009). To engage employees, organisations need to brand themselves to their
workforce in much the same way they do to their customers.

Some of the internal communication methods YOA uses to enhance employee

engagement are:
1. Employee Help desks
YOA has on boarding procedures that do not cease after the employees first day
on the job. It has well- defined and comprehensive leader and manager
development programs that fully engage every employee. Staff at any level can
ask questions on this on-line forum and get answers. This gives all staff a sense
of belonging.
2. Staff weekly meetings
YOA staff meetings usually take the format of a senior staff member outlining the
broader organisational direction, followed by everyone else giving reports of their
achievements of the past month, challenges and duties they are looking forward
to in the coming month. This helps all staff know what everyone else is up to.
3. Staff Awards and Recognition
At YOA, Leaders and managers seek out successes, recognize and thank
employees for their contributions to the company and team initiatives. Every
effort is made to point out quick wins, for example, a project deadline met, a new
order placed, or success in a key objective. This motivates employees to work
hard and be actively involved in meeting YOA values.
4. E-mail groups and discussions
E-mail groups are created so that everyone on the email group list receives a
copy of the email. This is a good way to have an open discussion with all
involved. Consequently employees without work stations or at branch stations do
not feel left out from giving their own opinions.
Justifying the allocation of YOA Internal resources
Most organisation for example YOA has resources that can be divided into the
following four areas:
Physical Resources which comprise of branch offices, company vehicles,
infrastructures.
Human resources which comprise of managerial, key staff and skills mix.
Financial Resources which are capital, cash flow, net worth.
Intangible resources like goodwill, brand image and market reputation.
Marketing communication is about ultimately motivating clients to buy. This
would involve creating awareness (even though insurance regulations limits the
extent of promotion for Insurance brokers), changing attitudes and behaviours.
Marketers must harness all the organisations resources to successfully achieve
this.
At YOA, Marketing, sales and customer support or client services (as in this case)
are involved in strategically developing products through a marketing audit and
plan, ensuring that these products meet customer requirements and then focus
on selling these products. Building customer loyalty and retention after first buy
through creating satisfying value exchange is also a very key practice. All of
these stages are expensive and continuously require extensive use of the
organisations resources.
Justifying the Marketing Budget
Budgeting is a vital component of strategic planning and is important for:
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Planning future helps and contingency plans,

Helps to clarify to staff what is expected of them and motivates them to
achieve results.
Allows departments to co-ordinate their activities ensuring that everyone
is working towards a common goal.
Comparison between actual results and projected ones, allowing for
necessary adjustments to be made where required.
YOA adopts the bottom-up budgeting method where budgets are set further
down the hierarchy and submitted for approval. These budgets are prepared
annually.
At YOA, the future budgets on marketing will impact firstly sales growth both in
the short term and the long term. For short term, the lead generation potential of
the business will be enhanced thereby deepening the prospect base of the
organisation. In the long term, prospects will be converted as the brand becomes
synonymous with the focus business sectors of the organisation.
From the customer retention perspective, the marketing investment will help
refresh and reinforce the organisation values with existing customers thereby
stimulating their loyalty and potential for repeat sale.
Another way YOA marketers justify marketing budget is to think of it as an
investment that incurs costs today but delivers benefits for many years.
The Creative Brief
The creative brief is the foundation of any marketing campaign. This is because it
is the guideline that a creative follows in building ideas. It is a document
produced by a requesting party to be used by professionals operating within an
inventive field to produce various useful deliverables.
The creative process usually begins with the advertiser identifying her precise
target group, brand image and positioning. It is important to get everything
possible laid out for the agency to work with.
Elements of a Creative Brief
1. The Background/Overview of the company, product and service:
This is where the project is introduced to the creative team. This section
must answer questions like:
What is the big picture?
What is going on in the market?
Opportunities and problems in the market.
What have past trends been like?
2. Product Features and Benefits: As it implies, this gives a clear picture
of the characteristics of the product and service and what the users stand
to gain when they use it.
3. Insight to the Target Audience: This tells the agency who you are
trying to attract with the marketing message. This should be precise and

detailed. Specifics like age, location,

psychographics can be included in the brief.

demographics

and

even

4. The campaign goals and objectives: This is a concise statement of the

effect the brand should have on consumers. The goals have to be specific
and measureable.
5. Competitive landscape: This gives a description of the advertisers
direct competition and market offerings.
6. Key information derived from creative strategies: These Indicate

any specific elements to be included (logos, key visual images, key words
and phrases, key contact information, specific internet links etc.) Are there
existing pieces that this piece must work with?
7.

The Unique selling proposition/Value proposition: If you could get

one sentence through all the clutter, what would you want the creative to
say about your product? It offers the reason why the consumers should
believe and patronize the brand. What other major points do you want to
communicate?

8. Tone of Voice: This tells how the message should be perceived. State

whether formal or informal, professional or friendly.

9. Project deadline: State what time you require the deliverables. Include
media details, sizes, client presentation. Timelines must be realistic.
10. Budget: This demonstrates the financial commitment to the endeavour;
how much is willing to be invested?
One can also include the general information about the campaign/ project: The
name of the project and the project manager or contact.
Below is a sample of a YOA creative brief to a designer for the production of a
Product brochure. This indicates the key elements that a creative brief should
contain:
YOA DESIGN BRIEF

General
Information

Background

Product
Features/benefi
ts

Schemes Product Brochure

(a new insurance product for YOA Insurance Brokers
Limited)
Contact person: Eyitemi Efole
YOA Insurance Brokers is a leading Nigerian
registered company established in 2002.
We are a member of the JLT Network which is ranked
as the 5th largest Insurance broker in the world.
We are focused on offering professional advice on
Insurance placements for unions and businesses
with large membership.
Our specialist practice has afforded us the
opportunity to act as local brokers for major clients
like Exxon Mobil, Shell Nigeria Exploration, Sahara
Group and NUJ.
Insurance schemes is specialised insurance products
that suit a large group.
Insurance rates are cheaper for schemes
To create a distinctive and illustrative promotional
material inspired by the web 2.0 design styles that
show an overview of our services and proficiencies
in placing Insurance for a large group.
Audience enjoys cheaper rates under schemes.

Design
Goals/Objective
s
Tone
Direct
Competition

Professional
Hogg Robinson Insurance Brokers
Scib Insurance brokers

Target
Audience

B2B: Primarily unions, companies and businesses with

large over 60 membership.

USP

Cheaper rates and risk advisory solutions

Budget

N 2,000, 000

Project
deliverables

Increase sales by 20%

Pioneer in Insurance schemes

Create 6 to 8 drafts from which 3 or 4 is selected for

refinement.
Review revised concepts expressed in Print.
Formal creative presentation in final format, full size
and digital.

Engaging an external marketing agency

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An external marketing agency is a service business dedicated to creating,

planning and handling all forms of promotion for its clients. Some companies
prefer to handle their advertising in-house but others require external specialist
help. YOA Insurance Brokers engages the services of external marketing agencies
and consultants in handling its overall marketing and branding strategies. An
account executive is their point of contact. The external agency is independent
from the client and usually provides an outside point of view to the effort of its
brand positioning.
In briefing the agencies, YOA usually faces some challenges. Some of these
challenges are:
Challenges
Economic challenges
Their service may be too expensive and might incur an additional cost on investment.
Frequent increase in promotional campaign rates

Expertise
Limited area of expertise
The agency may not offer full services and outsource the requirements without the comp

Product Knowledge
The agency usually does not fully understand the product value, brand, culture, vision and its c

Confidentiality and Security

External agencies are usually privy to internal information which can be released to competitor

The Product Life Cycle

The Product life cycle compares the life of a product, brand and even an industry
to the human cycle of birth, rapid growth, maturity and decline.(CIM). It allows
product managers to categorise the stages in a products life and apply different
strategies to each.
A product manager considers numerous factors such as intended demographic,
the products offered by the competition, and how well the product fits with the
company's business model. Generally, a product manager manages one or more
tangible products. The product manager at YOA investigates, selects, and drives
the development of products for the organization, performing the activities of
product management.
The management of the Product life cycle is the succession of strategies used by
business management as a product goes through its developmental life cycle.
The conditions involving the promotion and sales of a product, involving
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advertising and market saturation vary over time and must be managed as it
moves through the different stages of succession.
Product Life Cycle Stages Explained

Introduction Stage
In the Introduction stage, YOA builds product awareness and develops a market
for the product. This stage is usually the most expensive for the company. Heavy
emphasis is placed upon personal selling to convey the attributes and benefits of
the product. This is used to inform and educate prospects to try out the product.
The size of the market for the product is small and this means sales is low with
little or no profit .The cost of research and development is usually high.
Growth Stage
This stage is characterized by a strong growth in sales and profits. Brand
preference was established which led to increased market share. Print
publications are employed to persuade the target market to purchase the
product and re purchase for existing clients. The Product Manager has to
maintain the product quality with added features and support services. An added
feature for a Life Insurance at this stage may be Insurance for Burial ceremonies.
Maturity Stage
During the maturity stage, the product is established and the aim of the Product
manager is to defend the market share while maximizing profit as strong growth
in sales diminishes. The product manager intensifies distribution methods to
encourage preference over competing products.
Decline Stage
As sales decline due to the market becoming saturated, the product manager
maintained the product by rejuvenating it by adding new features. After which,
the product was harvested i.e. reduced the costs of creating the product and
pushed into cheaper markets.
One must not fail to mention the Limitations of the PLC model:

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It is difficult for marketing managers to gauge accurately where a

service/product is on the life cycle and how long each stage would last.
The length of time at any stage is highly variable so it cannot be used for
budget forecasting.
Brands especially non-manufacturing brands do not necessarily become
obsolete
The model over-emphasizes new product development at the expense of
mature products

Branding
A brand is a product or service that carries lots of positive associations in
customers heads based on its quality, consistency and values. (CIM) The brand,
whether corporate or product/service, is the foundation of all marketing
communication. Customers engage with brands hence it is very important to
build a strong viable brand. YOA Insurance brokers is a professional service
brand.
Benefits of the building a strong YOA Brand
Builds Trust - Emotional connection to insurance brands are generally very low
in Nigeria. Less than one in five consumers say that their insurance brand has
never disappointed them.Building a strong brand has helped make purchasing
decisions easier. In this way, branding delivers a very important benefit. In the
Insurance market sector where features and benefits are virtually
indistinguishable, a strong brand helps customers trust you and creates a set of
expectations about your products without even knowing the specifics of product
features.
It provides a vital differentiator, especially where the basic product or service
is widely offered. Building a strong brand has made the company less vulnerable
to competition. Once you have mind share, your customers will automatically
think of you first when they think of your product category.
Our analysis of the most powerful differentiating benefits indicate that many of
them lie with the way in which insurance agents/representatives and the claims
adjusters interact with customers.
It will give a good brand image, branding develops an image of a company's
products in the minds of consumers, attributing goods with certain unique
qualities or characteristics that, if done effectively, are attractive to the target
audience.
Promotes Growth. By promoting branding consistently, the companys revenue
has increased and its customer base grown. After making a satisfactory brand
decision for the first time, customers are likely to make repeat purchases without
major reconsideration. Therefore, branding promotes growth.
While there are over 100 insurance brokerage brands in Nigeria, whose names
people have heard of, only few achieve widespread top-of-mind awareness. The
insurance industry is highly fragmented with a low dominance of usage and
preference by a few brands. Strong, recognizable brand names and logos are
important, but the brands behind those trademarks must stand for something
unique and important in consumers eyes.
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Based on this, YOA Insurance brokers has adopted the method of Branding by
User Experience to consistently carve a niche for the company. The company
continually aligns itself to consistently deliver the optimal experience. This
usually requires redesigning of hiring, training, performance management,
recognition and rewards and other employee branding practices. It would also
require redesigning of the companys customer service processes. In this method
the customer is the most important component of the brand. The Brand manager
of YOA focuses on service design and usability, which are at the very core of
these experiences, to drive brand strategy.
Marketing communication Methods.
The primary goal of marketing communication is to reach a defined audience to
affect its behaviour by informing, persuading and reminding. Successful
marketing communication relies on a combination of options called the
promotional mix. These options include advertising, sales promotion, public
relations, direct marketing, personal selling and digital communications.
The way in which any organisation can communicate will depend on:

Size of market-Large organisations would require more communication

while a niche market needs a more personal approach.
Size of organisation-Budget and how much resources the organisation is
willing to part with.
Target audience- mass market or segment targeted
Complexity of Purchase-Complex purchases would require more
communication while a routine purchase is easy to communicate.
Role of Intermediaries-A channel with many intermediaries would
require trade or channel communications to ensure that that the end
consumer receives a consistent message.

Marketing communications methods of YOA Insurance brokers Limited,

a service industry company and Unilever Plc, a manufacturer of FMCG.

Communications
Ability to deliver a personal
message
Ability to reach a large
audience
Level of interaction
Credibility given by target
audience
Credibility
Given
by
audience

the

Adverti
sing

Sales
Promot
ion

Public
Relati
ons

Perso
nal
Sellin
g

Direct
Marketi
ng

Low

Low

Low

High

High

High

Medium

Mediu
m

Low

Medium

Low
Low

Low
Medium

High
Mediu
m

High
Medium

Low

Medium

target

Low
High

Medium
High

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Mediu
m

Costs
Absolute costs
Costs per contact
Wastage
Size of Investment

High
Low
High
High

Medium
Medium
Medium
Medium

Control
Ability to target particular
audiences
Managements ability to
adjust the deployment of
the tool as circumstances
change.

Medium

High

Medium

High

Low
Low
High
Low

High
High
Low
High

Medium
High
Low
Medium
High

Low
Low

Mediu
m

High

Mediu
m

Marketing communications similarities between YOA Insurance brokers

Limited, a service industry company and Unilever Plc, a manufacturer of
FMCG.
Advertising
According to Charles Mayo, advertising has four characteristics:
It is persuasive in nature
It is non- personal
It is paid for by an identified sponsor
It is disseminated through mass channels of communication
Advertising is viewed as a much cheaper way of reaching customers because the
sales message is disseminated through the mass media. This is effective for a
FMCG company like Unilever Limited. However, its non-personal nature means it
lacks the ability to tailor the sales message to the message recipient and, more
importantly actually make the sale. Therefore, advertising effects are best
measured in terms of increasing awareness and changing attitudes and opinions,
not creating sales. Consumers have become increasingly sceptical about
advertising messages and tend to resent advertisers attempt to persuade. At,
YOA Insurance brokers Limited, the form of advertising is limited due to
regulatory controls and some forms are also not employed due to cost.
Sales Promotions
Sales promotions is another marketing communication method used by both the
service and manufacturing industry. Sales promotions are direct inducements
that offer extra incentives to enhance or accelerate the product or service
movements. Consumer promotions such as coupons, sampling, premiums, price
packs, and low cost financing deals are purchase incentives.(for example
Unilever uses the scratch and win promo in this regard) Trade promotions include
slotting allowances for featuring the brand in retail advertising, display and
merchandising allowances(for example YOA uses less insurance rates for large
volumes).
Sales promotions can produce a more immediate and measurable results than
advertising.
Public relations

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This is a management function which identifies, establishes and maintains

mutually beneficial relationships between an organisation and the publics upon
which its success or failure depends. This can be used by both sectors.

Public relations:

Considers multiple audiences (shareholders, consumers, employees,

suppliers, vendors etc.). This relates to all stakeholders of both a service
company like YOA Insurance brokers or manufacturing like Unilever
Limited.
Uses two-way communication to monitor feedback and adjust both its
message and the organisations actions for maximum benefit.
Capitalizes on the news value of a product, service, idea, person or event
so that the information can be disseminated through the print media.
Public relations role in the promotional mix is becoming more important. Philip
Kotler describes the society as an over-communicated society. In this regard,
public relations plays an important role in presenting, through news reports,
sponsorships and advertorials
Personal Selling
Personal selling includes all person-to-person contact with customers with the
purpose of introducing the product to the customer, convincing him or her of the
products value, and closing the sale. The role of personal selling varies from
organisation to organisation, depending on the nature and size of the company,
the industry, and the product or services it is marketing.
Personal selling is the most effective way to make a sale because of the
interpersonal communication between the salesperson and the prospect. This is
because messages can be tailored to particular situations, immediate feedback
can be processed and message strategies can be changed to accommodate the
feedback. However, personal selling is the most expensive way to make a sale.
It is usually employed mostly by service providing companies because it is
targeted and straight and modified rebuys can be made. Manufacturing
companies may not want to focus on personal selling as it does not reach a wide
range of clients at a time. Though they may use this method to introduce new
products.
Direct marketing
This is the process of communicating directly with target customers to encourage
response by telephone, mail, electronic means, or personal visit. Users of direct
marketing include retailers, wholesalers, manufacturers, and service providers,
and they use a variety of methods including direct mail, telemarketing, directresponse advertising, and online computer shopping services, cable shopping
networks, and infomercials. Aspects of direct marketing, which includes direct
response advertising and direct mail advertising as well as the various research
and support activities necessary for their implementation, have been adopted by
virtually all companies engaged in marketing products, services, ideas or
persons.

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Direct marketing allows a company to target more precisely a segment of

customers and prospects with a sales message tailored to their specific needs
and characteristics. Unlike advertising and public relations, whose connections to
actual sales are tenuous at best, direct marketing offers accountability by
providing tangible results.
Unilever an FMCG company would likely employ the following method of
marketing communications.
Marketing communications objectives
A three step approach can be employed in setting marketing communication
objectives. The three steps are:
Identify the target segment
Determine the behavioural change to be brought about
Decide what needs to be done to bring about the change in behaviour.
Communication usually has four main purposes. Some of my recommended
marketing objectives are:
Increase market penetration and Influence Sales Volume
Develop repeat purchase behaviour
Establish customer relationships
Establish, modify and reinforce attitudes
All of

these can be encapsulated using the acronym provided by Fill (2013):

Differentiate
Remind/Reassure
Inform
Persuade

There is no question that customer dynamics and behaviours are changing. And
their experiences and expectations are being shaped outside the insurance
industry. Insurers need to be ready with the right channel at the right time with
the right message to all key stakeholders. Some of these key stakeholders of the
company are: Customers, employees, Insurance companies and regulatory
bodies. The tremendous explosion of information and communications are
forever changing how customers buy, as well as what they buy. The demand for
insurance products and services is being altered as expectations change.
Expectations such as Trust and reliability cannot be overlooked. Customers
expect brand promise fulfilment in the event of a claim or loss. Communications
are used to influence the different stages of the purchase process that customers
experience.
YOA Insurance brokers has realised that it must inform and persuade customers
with the best communication methods. This is done by consolidating and
strengthening messages and experiences to nurture a positive image for the
company. YOA Insurance brokers recognises the need to market the company to
its employees as much as to other stakeholders. By building loyalty and
commitment in the employees, it can differentiate its services to the customers
as well as developing an enduring trust between them. Insurance companies are
also looking to brokers for more sophisticated levels of support and cooperation.
The regulatory environment also influences marketing communication methods.
There are effected and changing regulations which affect many aspects of the
companys communication methods.
Communications are used as an integral part of the different relationships that
organisations share with customers. The emphasis is on mutual value and
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meaning, plus a recognition of the different communication needs and

processing styles of different stakeholder groups.
My Integrated Marketing Communications Plan
Successful IMC requires integration of all relevant marketing communications
and promotional elements. An IMC plan outlines all the marketing communication
activities a company should employ to meet set objectives. All avenues should
be explored in developing a comprehensive plan that will permeate to all key
stakeholders. However, the core methods that I recommend are:

Personal Selling
Sales promotion
Public relations
Digital marketing (use of Facebook, Twitter, LinkedIn and other social
media platforms)
Personal selling: Going by the nature of service YOA Insurance Brokers offers,
Personal selling is the most effective promotional method for building
relationships with customers. To achieve the objective of increasing market
share, YOA Insurance Brokers would require customers to make repeat purchases
especially during renewals of existing policies. Because such purchases may take
a considerable amount of time to complete and may involve the input of many
people at the purchasing company, sales success often requires the marketer to
develop and maintain strong relationships with members of the purchasing
company.
Also the sender can adjust the message to suit any potential customer as they
gain feedback as well. It also gives room for direct questions and concerns to be
answered immediately. Many non-personal forms of promotion, such as a radio
advertisement, are inflexible, at least in the short-term, and cannot be easily
adjusted to address audience questions.
Finally, adopting personal selling helps in reaching customers where as in this
case, regulations restrict too much of advertising.
The effectiveness of Personal selling can be measured through increases in sales
revenue and having met targets.
Public relations should be carried out in the form of publicity done in graphics,
newspapers, and publications in Insurance magazines, corporate gifts,
promotional items and e-newsletters. The reason for recommending this
marketing communication tool is as follows:

Print marketing is used less, so it stands out more: since many companies
today are scrabbling for on-line presence, YOA Insurance brokers can
adopt the traditional method of advertisement through prints and thereby
stand out.
Print is more than just paper products company often forget that print
media extends well beyond typical paper products, such as business
cards, brochures, and presentation folders. Print media can include
promotional drink ware, magnets, stickers, pens, keychains, coasters, or
even apparel such as T-shirts and buttons.
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Least-expensive Cost per Impression: Medium sized businesses such as

YOA Insurance Brokers are looking for low cost per impression (or CPI)
effective marketing campaignone that can reach the greatest number
people at as low a cost as possible.

This form of marketing tool can be measured through editorial coverage,

acknowledgement slips, returned forms attached to newsletters.
Sales Promotion can be used as well. One can make mention of the Schemes
Insurance product currently run by YOA Insurance Brokers which offers insurance
to suit the needs of large groups of people with common interests. The plan can
involve any company or union which buys this insurance product would get
reduced rates for large volumes.
Digital Marketing converts prospects to sales. The world is rapidly shifting from
analogue to digital. People are consuming more and more digital content on a
daily basis on mobile phones, laptops, desktop computers at work, and more.
Thus, companies have to recognise this in their marketing strategies. Main
reasons are:
digital methods of communication and marketing are faster, more
versatile, practical and streamlined,
digital marketing is infinitely more affordable than traditional offline
marketing methods
the ease with which results can be tracked and monitored.
YOA Insurance Brokers can adopt the method of reaching their target audiences
through Content marketing techniques and social marketing tools.
This method can be measured by the number of website visits, replies to blogs
and other web contents

Conclusion
In summary, effective Integrated Marketing communications is done when all the
promotional tools are made to complement one another. This is done in many
companies all over the world even though the extent to which these methods are
adopted differ.

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