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Independents' Mall - Insurance Marketing Blog
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Tuesday, 24 April 2007 |
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Advertise with small-space ads If you have a modest budget for local newspaper advertising, use small-space ads and place them with high frequency---like every week or every other week if the newspaper is a weekly. It’s a more effective strategy than a spotty schedule of large-space ads. Tip: Boost readership by featuring your photo or a producer’s photo in these ads! |
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Monday, 23 April 2007 |
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There is a widely-accepted view about building new business: You bring ‘em in with price and you hold them with service. If this is true, how come survey after survey indicates that less than 10% of agents conduct annual reviews for their personal lines customers? |
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Monday, 23 April 2007 |
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Insurance agency principals wear many hats. Owner. CEO. Personnel Director. Sales & Marketing Director. Advertising Manager. Strategic Planner. And more. So many projects. So little time. Here’s a management approach that can help. Assign agency champions to priority business processes. Do you have an employee who would welcome the opportunity to be the champion for the agency newsletter? How about someone for champion of renewals? Champion of the annual agency recognition event? Champion of account rounding? The appointment of champions stresses teamwork, gives employees interesting new challenges, and fosters new ideas as well as freeing up management time for the principal. |
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Monday, 23 April 2007 |
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In a recent edition of The Standard, New England’s premiere publication for the insurance industry, we read this in an editorial entitled Fear Factor. “There seems to be a widening stream of mistrust between independent insurance agents and insurers over a variety of issues in New England –with agents most concerned that voicing their opinions would be detrimental to their livelihood.” Editor Erin L. Ayers goes on to list “divisive topics”: wind deductibles on homeowners insurance, credit scoring, and auto insurance reform (in Massachusetts). Ayers rightfully encourages a change of environment. How bad is the company-agent relationship situation in New England? Is it affecting consumers adversely? Any thoughts, comments? |
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Monday, 23 April 2007 |
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 Knight-Dik is over 90 years old. But principal Ross Dik is putting a lot of new age marketing ideas into action at his Worcester (MA) insurance agency. His No Surprises customer service features a business process he calls PLUMP.
PLUMP stands for Personal Lines Ultimate Marketing Program. Dik has organized his marketing tools into three charts that his CSRs and producers use as a reference to organize direct mail, telephone, and personal contacts with their clients. The agency has identified its customers in four segments: A, B, C and Y. |
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Monday, 09 April 2007 |
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Our marketing partner Frank J. Herberg, CPCU, AAM says agents often start to mount a new sales campaign without a prospect list in hand. How come? A quality prospect list is the most important element of a direct mail campaign. “I used to be amazed to discover that agents had no prospect list when we sat down to talk about implementing a direct marketing program,” Frank says. “I no longer am.” |
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About This Blog
Shop here for news bites, commentary, criticism, sales ideas…and more. Let us know what you think about what you read and see here. Willing to share? E-mail us sales ideas, employee motivators, customer relations tips that will benefit your peers. Remember, it’s us or the direct writers!
Reflection
"Things may come to those who wait, but only the things left by those who hustle." ---Abraham Lincoln
Contact the Editor
Don Cookson is the proprietor of Independents’ Mall. He needs your help to keep the mall buzzing with activity. E-mail him your comments to articles . Report news about your agency or local insurance organizations. Submit sales and agency management ideas that have worked for you and are willing to share. Above all, keep coming back!
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