What is DIRECT RESPONSE?

It is the fastest growing distribution channel in the insurance marketplace in Canada. Direct response is a method of distributing insurance directly to consumers. The process involves using different types of media to encourage customers to "respond" to marketing campaigns for insurance products. 

Direct response companies use many types of media and approaches to communicate with prospective and existing customers: mass marketing through TV and radio, direct mail, internet and workplace marketing. Consumers who respond to the marketing call toll free to a centralized customer solution or call center to seek advice or purchase insurance. The call centers are staffed by well trained, licensed insurance professionals. 

Direct response presents clear advantages over traditional methods of distributing insurance:

	Direct Response means that consumers remain in control of the sales process.
	Direct Response means professional advice with no commission costs or fees paid.
	Direct Response means fast, cost-effective, technology-enabled sales and services (1-800 telephone service, internet).
	Direct response means extended hours of access which provides greater convenience for consumers.