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What are you doing in the community? Flaunt it!

One of the new business advantages that you have as an independent agent is personal visibility in your marketplace and your agency’s support of community events. Little League sponsorships, charitable organization contributions, memberships in Lions and Rotary, and the Chamber of Commerce are common ways to show your agency's community support. These all contribute to building a reservoir of good will and---indirectly or directly---new policyholder accounts.

Owning an event

Several of our clients have built their names and reputations for service by seeking an event or a local landmark they “own.” Over time, these agencies become instantly associated with that event or landmark and the goodwill it generates.

There are three marketing keys to ownership

Research: Find a worthwhile event that fills a void in your town

Performance: Make sure your event meets the need successfully

Promotion: Make sure you let everybody know about your event

Stick-i-ness: Make sure you stay with your event as long as it fills a need

Integrated marketing communication (IMC)

Organize and implement a well-coordinated communications strategy. Some tactics to consider: local newspaper and radio station press releases; local Web news site press releases; pre- and post-announcements in your agency newsletter and e-bulletins; a landing page devoted to the event on your Web site; announcements on your local CATV channel. Don’t be bashful about getting the good news out about the event you want to own. Make sure your name appears in every release. Make sure you get event photos. Include them with your press releases. Post them on your Web site. Include them with articles in your agency newsletter.

Flaunt it!

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Reflection

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---Abraham Lincoln

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