Economic downturns are blessings in disguise for the frugal marketer. An organization’s marketing function plays an even larger role in recessionary times.  

From OPINION article by Mark Wilson, Sybase VP corporate marketing,  in BtoB magazine, January 19, 2009  

Contact all your one-policy customers  

Our associate Frank Herberg, CPCU, agency development coach, passes along this success story.  One of his clients asked an agency employee to do only ONE marketing thing: make HOWDY service calls to a prospect list of one-policy customers. 

During the HOWDY call, the employee mentions the benefits of the agency being the customer’s professional adviser for ALL insurance needs. 

The results have been spectacular from every standpoint.   

The agency has a bonafide prospect list plus specific and measurable sales objectives.  

The agency service employee loves the new assignment because it provides focus and job satisfaction, and she has become increasingly efficient and effective in her approach. 

Customers are WOWED by simply receiving a “how are you doing”, “how are we doing” contact.  And they are appreciative of the information received, especially time and money saving benefits that result from having their insurance with a single source.

The proof of the pudding? 

Frank reports that a high percentage of his client’s orphans are converting to two- and three-policy accounts!  

SIDE LINE:  Frank Herberg says most independent agents do not have new business Prospect Lists for personal or commercial lines when he asks.  It is, of course, the starting point for ALL agents who are serious about expanding their customer bases and GETTING MORE business.   

An eye-catching logo saves you money 

Agents who have invested in a highly visual and appealing logo are a step ahead of their competitors.  Here’s why. .  Your logo is like a well-cut suit.  It makes a favorable first impression on prospects. And, as we know, first impressions are often lasting ones. 

.  Your logo can attract attention to your name instantly. 

.  Your logo differentiates your agency from all others. 

.  Your logo saves you money.  

How a distinctive logo saves you money 

You can run inexpensive small space newspaper ads, online banner ads or 15-second TV spots with short copy (maybe just your Web address) with your  logo as the dominant illustration. You'll make a memorable impression. 

Another important advantage: you can run more ads.  Remember, the name of the communications game is favorable REPETITION! 

Check it out 

Scan your local newspaper or a newspaper Web site.  Which sponsor names stand out?    

Answers are key to success 

How did you hear about us? 

Why did you come to us? 

Why do you stay with us? 

Why are you leaving us? 

Promote your agency with mobile billboards 

This is a low cost way to stand out in the crowd and create favorable recognition for your agency.  Creative bumper stickers, giant vinyl decals, and full vinyl car wraps can turn your vehicle into a driving  billboard.  All you need is a high- resolution digital design or photo to produce big decals or a wrap. You can do any design you want--- within the bounds of good taste, of course. 

It’s advertising that demands attention whether your car is parked downtown or rolling on the interstate or just sitting in front of your agency office.  What’s more, your car ad is a one-time investment that returns dividends for weeks and months!  

Your own personal stamp 

Yep, you can do that.  You can feature your visage or a photo of your office or your favorite pet!  Costs a bit extra for these personalized stamps, of course.  Check www.usps.com for production details and costs. 

This is a terrific way to create a memorable impression for special message, low-volume mailings.  Could also be an effective “surprise” reward for agency staff members or a “thank you” tribute to your best referral sources.