Sony Started as a radio repair shop, founded by Masuru Ikura and Akio Morita after Would War II. The company began its long history of producing compact consumer electronics in 1957, when it introduced the World’s first pocket-sized all-transistor radio. The company’s name, Sony, was taken from Sony, the Latin word for “sound” Sony went on to invest a series of transistor-based TVs and increasingly smaller audiocassette recorders. In 1979, the Sony Walkman introduced the World to a new, portable way of listening to music. Sony became a world leader in consumer electronics and was the first Japanese company to have its shares traded on the New York Stock Exchange.

In the late 1980s, Sony began expanding into media, purchasing a U.S. record company (CSB records for $22 billion in 1988). And a major Hollywood studio (Columbia Pictures for $4.9 billion in 1989). The purchases made Sony a major force in the entertainment industry.

The importance of marketing at Sony started with Akio Morita, who said that for a company to be successful, it must have three kinds of creativity: creativity to make inventions, creativity in planning and production, and creativity in marketing.

Creativity in marketing at Sony means not just cleaver ads, but deep insight into its customers. For example, Sony knows its playstation customers like to find clues and to decode things. So Sony’s ads for playstation 2, like “Signs,” feature a young man walking the streets of a city where he encounters various signs foreshadowing the events. Mannequins appear in a store window, arms outstretched, and point enigmatically to something that’s about to happen. “The lead character is almost in the midst of his own role-playing game. He needs to follows clues to save the heroine”, said Andrew House, Sony’s executive vice president of marketing. In the ads, “we were essentially trying to tap into a range of emotions that we think we deliver in the games – intrigue, forebonding, excitement, panic, relief and achievement at the end”.

Sony’s marketing also includes careful measurement of each campaign’s effectiveness. Foe example, Sony runs 30-second commercials for its Playstation as part of the previews in more than 1,800 theatres and on 8,000 movie screens. The ads appear before such films as “The Cat in the Hat”. Sony Computer Entertainment America has been running movie ads for six years.” Cinema advertising has been very effective for us”, said Amil Blaire, director of product marketing.” The reason why we have committed to cinema every year is the tremendous unaided recall shown by our own research and communicus – commissioned ad tracking”.

Another example of measurement is Sony’s GenY youth marketing efforts. “The online program promoting the NetMD ATRAC CD Walkman and Cybershot U30 ran July 1 through September 30, 2003, and we found that more than 70 percent static banners”, said Serge Del Grosso, Director of Media and Internet Strategy, Sony Electronics”.

In fact, Sony has even developed a direct-marketing solution which it sells to other companies who want to measure marketing effectiveness. The product, called eBridge[TM], allows marketers to use video, measure the effectiveness of the campaign, and gain insight into the target audience, all in one package.

Sony expects that the next big breakthrough will not come from a single new electronic device.Rather, Sony President Kunitake Ando says that the future lies in making a whole range of devices more usefully linking them in a networked home-entertainment system. The company believes that its clout in consumer electronics, combined with its media content, will allow it to steer that convergence in a way that suits it. Whether the future of convergence resides in TV’s or PC’s or devices , $62-billion Sony makes every one of them- with a strong brand name that gives them an extra push off retail shelves around the world.

1. What have been the key success factors for Sony?

2. What recommendations would you make to senior marketing executives going forward? What should they he sure to do with its marketing?

The key to success with life insurance sales leads that are generated by a 3rd party lead company is to devise a plan of action. Most agents who use leads fail to handle them effectively enough to be profitable. Here are ten steps for an insurance agent to follow to make a profit with sales leads.

1. Select the type of life insurance sales leads you want. For instance, there are insurance sales leads that are generated by mail, fax, internet websites, etc. Each lead type has its advantages and disadvantages. Also, decide whether you want to work with exclusive life insurance sales leads, or shared sales leads.

2. Determine the quantity of leads you can afford to purchase over a 60-90 day period before you receive any commissions from your initial sales. Typically, underwriting, approving, and getting paid on a life insurance policy will take at least 60-90 days. Therefore, you will need to fund your lead purchases over this period of time before you have commissions to re-invest in leads from profits instead of your pockets.

3. Select a lead company with a reputation for generating responsive leads. Ideally, you should get references from an agent(s) who has experience working the leads generated by the company you’re considering. If references are not available, ask the lead company for several complimentary leads for you to experience first-hand how responsive they are,

4. Always follow-up with your leads quickly after receiving them, preferably within 1-2 hours. Sales leads become stale if they aren’t contacted immediately.

5. Use a follow-up phone script that quickly engages the sales lead in a professional yet friendly manner. Sales leads do not know who you are, and are quick to judge you by how you handle yourself in the first 15-20 seconds on the phone.

6. Close your lead effectively in a manner that allows the lead to decide to do business with you. Sales leads want you to advise them on what options they have, but they want to make the final purchase decision.

7. Have a step-by-step plan of action for your lead to follow to proceed once they have made a decision to purchase one of your recommendations. Your prospective policyholder should always be aware of the next step in the process.

8. Monitor the underwriting of the case to make sure it proceeds without problems or delays. Be sure to update your prospective policyholder often on the progress of underwriting their policy.

9. Deliver approved policies and complete all delivery requirements quickly so that you are paid. Be sure to maintain records of commission income vs. lead expense to track your profitability.

10. Always re-invest a portion of your commissions in additional life insurance sales leads to continue the selling cycle. Your program should be self-sustaining after the initial 60-90 days of selling to your leads.

Attempting to sell leads without a plan almost always results in frustration and wasted money on leads. However, these ten steps can provide a working outline for any insurance agent wanting to profit from selling life insurance sales leads