Post on 22-Jun-2015
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Make the Numbers SingMake the Numbers Sing
Donna G. SullivanDirector of Public RelationsLIMRA, LOMA & LLGlobal
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Donna Sullivan
Director, Public RelationsLIMRA
dsullivan@limra.com
Your HostYour Host
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Enhanced Decisions Human Capital Development
Learning & DevelopmentResearch
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Wide Breadth of ResearchWide Breadth of Research
Market Product Distribution
Technology Retirement
We are storytellers
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Why use research at all?Why use research at all?
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INSTANT CREDIBILITY
FACTS ARE HARD TO REFUTE
STRONG STARTING POINT
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To twist statistical Information to make bad data seem good
VOODOO STATISTICS
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What about the other 90 percent?What about the other 90 percent?
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Selective use of dataSelective use of data
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Why use research at all?Why use research at all?
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INSTANT CREDIBILITY
FACTS ARE HARD TO REFUTE
STRONG STARTING POINT
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Using research in your communicationsUsing research in your communications
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Why use researchAvoid voodoo statsHow to use research
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They managed without slides….They managed without slides….
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“We shall fight on the beaches”
“Ask not what your country can do for you”
“An ideal for which I am prepared to die”
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… but slides are here to stay… but slides are here to stay
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Do it better!Do it better!
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Less is More!
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Household IncomeNeeds More
Life Ins.Likely to
Buy
< $35,000 65% 26%
$35 - $49.9k 57 25
$50 - $74.9k 51 25
$75 - $99.9k 41 28
$100 - $149.9k 35 24
$150k+ 29 21
All households 50% 25%
Need More Life Insurance and Likelihood to Buy by HH IncomeNeed More Life Insurance and Likelihood to Buy by HH Income
Source: 2010 U.S. Life Ownership Study
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1992 1998 2004 2010
42%39%
44%
50%
1992 1998 2004 2010
23%
32%27% 25%
Need more life insurance
Likely to buy in next 12 months
Source: LIMRA’s U.S. Life Ownership Studies
Need is Higher Than EverNeed is Higher Than Ever
American households that say they need more life insuranceAmerican households that say they need more life insurance
2004 44%
2010 50%
Source: LIMRA Household Trends in U.S. Life Insurance Ownership, 2010
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# of U.S. households that believe they need more life insurance
58 Million
Source: LIMRA Household Trends in U.S. Life Insurance Ownership, 2010
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Many Households Not Financially Prepared for DeathMany Households Not Financially Prepared for Death
Percent
Would immediately have trouble meeting everyday living expenses
34%
Would be able to cover living expenses for several months, but then would have difficulty keeping up with expenses
29%
Would be able to cover living expenses well into the future
37%
Family’s Financial Situation if a Primary Wage Earner Died
Source: 2010 U.S. Life Ownership Study
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The number of American Households with children under 18 that would be
in jeopardy if the primary bread winner
died.
70%
Source: LIMRA Household Trends in U.S. Life Insurance Ownership, 2010
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Financial Assets of Pre-Retiree HouseholdsFinancial Assets of Pre-Retiree Households
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Under $100K, 55%
$100K to $249K, 19%
$250K to $499K, 10%
$500K to $999K, 8%
$1 Million+; 7%
Source: LIMRA analysis of 2007 Survey of Consumer Finances, Federal Reserve Board, 2009.Analysis based on households where no members are retired and head of household is aged 55-70.
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of all pre-retirees have less than $100,000 in financial assets55%
Source: LIMRA analysis of 2007 Survey of Consumer Finances, Federal Reserve Board, 2009
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Many have little or no savingsMany have little or no savings
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2002 2006 2007 2008 2009 2010 2011
50%
53%
48%
49%
52%
54%
56%
Percent of workers who say they have less than $25,000 in savings and investments*
*not including primary residence or DB PlanSource: Employee Benefit Research Institute and Mathew Greenwald & Associates, Inc, Retirement Confidence Surveys
29% of workers say they have less than $1,000 in savings
Consumer Opinion of the Economy
July '11
January '11
July '10
January '10
July '09
January '09
October '08
March '08
46%
34%
42%
38%
44%
60%
66%
49%
29%
33%
34%
39%
33%
28%
24%
33%
14%
18%
14%
15%
11%
7%
6%
13%
5%
13%
8%
5%
8%
3%
2%
4%
3%
1%
1%
2%
2%
1%
3%
1%
1%
1%
2%
1%
2%
1%
Very unfavorable Somewhat unfavorable Neither Somewhat favorable Very favorable Unsure
Americans have had an unfavorable opinion of the economy for some timeAmericans have had an unfavorable opinion of the economy for some time
Percent “Unfavorable”
July '11January '11
July '10January '10
July '09January '09
October '08
March '08
75%67%
76%76%77%
88%90%82%
Americans have had an unfavorable opinion of the economy for some timeAmericans have had an unfavorable opinion of the economy for some time
Americans are still worriedAmericans are still worried
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75% of Americans have an unfavorable view of the economy
For the most part, this has held true since March of 2008
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Do it better!Do it better!
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Less is More!
The “So What” Factor
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Traditional recruiting doesn’t resonate with Gen X & YTraditional recruiting doesn’t resonate with Gen X & Y
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Your income potential is huge…
…security and stability mean more to me...
Source: LIMRA Report Choosing Careers They Love, 2011
30Source: LIMRA Report Choosing Careers They Love, 2011
Traditional recruiting doesn’t resonate
What do I value?InfluenceConnection – Networking 2.0StabilityVariety
What am I offering?MoneyConnection – Networking 1.0EntrepreneurshipRisk and Reward
Generation “Next”
Today’s recruiter
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Find the “So What” factorFind the “So What” factor
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Do it better!Do it better!
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Less is More!
The “So What” Factor
Know Your Audience
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Present the research that mattersPresent the research that matters
CUSTOMIZE THE
STATISTICS YOU USE
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Do it better!Do it better!
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Less is More!
The “So What” Factor
Know Your Audience
Avoid Death by Animation
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People are Less SecurePeople are Less Secure
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Sources: Employee Benefit Research Institute calculations, 2008Fidelity Investments and 2009 Metlife Survey
RISKMore than 75 percent of Americans
surveyed have less than one
month in savings.
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Research can (should) impact your advertising
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Companies use research to promote their strategiesCompanies use research to promote their strategies
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LIMRA found Hispanic households much less likely to own individual life insurance compared to the general population (36% vs. 54%).... The LIMRA report also suggested that given the difficulty that many insured Hispanics have in determining how much life insurance they need, it is likely that many of these households are underinsured.
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Companies use research to promote their strategiesCompanies use research to promote their strategies
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According to LIMRA, 35 million U.S. households today have no life insurance coverage whatsoever, a dramatic increase from 24 million in 2004 and an indication of the increasing need for knowledgeable, well-trained financial professionals.
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We will partner with our members!
Recent collaborations include:
We will partner with our members!
Recent collaborations include:
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So….
What’s Next?
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Conduct – and use – your own research