Get more sales inquiries, gain economies of scale 

You decide to develop a campaign to promote the benefits of a customer placing their car AND auto insurance with you.  The idea is to highlight the money-saving benefit. 

Multichannel media 

A typical multichannel program: a local cable TV ad, a jump page on your Web site, cross-sell blast e-mails to one-policy customers, and an article in your next customer newsletter. 

Tie in all together and save money   

You can save 10%, 20% or more on the creative development costs of your campaign if you carefully plan a multchannel program right upfront.  Adapt the basic message platform, copy appeals and visuals to the media you use.  

Make sure your newsletter article includes the link to your Web jump page. Make sure your Web site includes a PDF of your newsletter.  Make sure your TV ad prominent displays your Web address.  Make sure your blast e-mail to customers has a link to your Web site and calls attention to your jump page and online newsletter. 

Use the phone to measure results 

Make sure every communications tier in your multichannel campaign features a telephone number. You can go with your standard telephone number and 800 number.  

To get a measurement for which medium in your multichannel campaign is producing the most inquiries, you can assign separate phone numbers to each medium. Consult your phone company about the most effective and efficient way to do this.  

BOTTOM  LINE: Multichannel marketing, properly timed, will develop more frequency and memorability for your sales message, produce more inquiries, and save you money on creative development costs.

Get a bigger bang for your buck 

Tough economic times are ideal times to beef up your Web site content, develop a blog or a microblog, and start an online newsletter.   

As Mark Wilson, vp corporate marketing at Sybase ( This e-mail address is being protected from spam bots, you need JavaScript enabled to view it ), points out in a BtoB magazine article: “Whether or not your budget allows for more traditional spending in such as advertising, public relations and events, you’ll get the most bang for your buck online. Social media and online marketing vehicles are transforming marketing in a cost-effective way by offering new means of collaboration in a virtual environment using an authentic voice----yours.” 

Looking for ideas?  Got a project in mind?  We are doing more and more online marketing programs with our clients.  Contact me at This e-mail address is being protected from spam bots, you need JavaScript enabled to view it . 

Testimonials are powerful sales closers and openers 

Feature them in your sales literature, sprinkle them around on your Web site, use them as openers for letters, present them at point of sale, print one or two on the back of your business card.  Testimonials lend credibility for your professionalism and your capability to help customers meet their objectives. They support and reinforce the claims you make about the value of your agency services.  

Testimonials and “war stories” are endorsements that help you make sales, keep customers, and generate more referrals. And, you know what, the use of testimonials will set you apart from all the “me too” and “price-only” agents.  Our experience indicates very few agents are using testimonials as an effective sales tool. 

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?