Do you ever come up blank when trying to think of creative ways to grow your agency? Believe it or not, there are still a lot of fresh ideas out there. Here are 25 of the best.
Idea #1: Use shaped CDs to deliver a message that will make a lasting impression. CDs are available in a variety of “shapes,” such as business cards, cars, trucks and other specialty themes. Use shaped CDs to deliver memorable moments to customers and prospects.
- Business cards that are also CDs with information about your agency
- Proposals
- Scanned policies
An internet search will show you a number of different vendors that offer shaped CDs.
Idea #2: Publicize your agency’s commitment to social responsibility. Advertising your commitment to going “Green” can also result in some very green profits for your agency. Such carriers as Esurance are effectively reaching the Gen Y market with a message of social responsibility. News Media such as MSNBC report that social responsibility is becoming an important part of doing business. For example, Subaru has built a zero-landfill assembly plant. For example, is anyone in your agency driving a hybrid yet?
Idea #3: Brand your agency based on compliance with privacy legislation. Compliance with federal privacy legislation such as the Gramm-Leach-Bliley Privacy Act (GLBA) is not only the law — it’s an excellent way to demonstrate your agency’s professionalism. Create a consistent way to communicate how you protect customers through such procedures as using registered email when e-mailing customer data, providing a Privacy Policy to explain how your agency protects Non-Personal Information (NPI) and offering resources that protect and restore a client’s identity. Privacy Legislation
Idea #4: Put your logo on products local businesses can give away. The creative folks at Argus Financial Services in Chicago came up with a fantastic marketing idea: They put their logo on coolers, and then offer them to a local convenience store to give out to their clients. This is a classic win-win-win: The customers enjoy the coolers, the convenience store gains goodwill with these customers — and your agency’s logo is branded all over the community.
Idea # 5: Offer college scholarships to local high school students. A great way to take advantage of your agency’s commitment to civic responsibility is to provide college scholarships to local high schools. Most high schools schedule award days at the end of each school year. These scholarships are often for $1,000 — which means that even smaller agencies can introduce their name to a significant number of families in their community. Not only does every parent hear the name of your agency at the awards ceremony, but the families that receive the scholarship should make perfect prospects.
Idea # 6: Provide your community with valuable protection-related webinars. Technology makes it easy to make the most of our expanding need for information. For example, resources such as www.gotomeeting.com and www.gotowebinar.com allow your agency to bring valuable protection-related information to your top clients. Leverage your Commercial Line staff’s expertise in areas such as benefits and Workers Comp to offer monthly Webinars to your “A” business insurance clients, creating “golden handcuffs” that give them a tangible reason to remain loyal to your agency.
Don’t forget your Personal Lines department. Schedule a series of “box lunch” Web clinics on topics such as employee benefits or caring for aging parents. Personal Lines prospects and customers can eat lunch at their desk while gaining valuable information.
If your staff does not have expertise in a specific area, invite subject matter experts to participate from anywhere in the world. Create a direct mail and print media marketing campaign around your Web workshops. Even if attendance is light, the fact that you’re advertising this creative idea sets you apart from your competition.
Idea # 7: Put a TV in your reception area. Not all agencies have or encourage walk-in prospects and customers. If you do, make the most of a perfect opportunity to communicate the value of doing business with your agency by investing in a new flat screen TV for your reception area. For content, create PowerPoint presentations that show how clients and prospect can benefit from doing business with you. Add to the impact by including testimonies from your clients. Take this great idea to the next level by offering to let Commercial Lines clients purchase “spots” on your private TV marketing network.
Idea # 8: Write a regular column in a local newspaper. Mark Von Moss of the Bomford, Couch & Wilson agency takes full advantage of the agency’s relationship with the local newspaper by writing a regular column about various types of protection needs.
If your community has a local newspaper, talk with them about the possibility of you writing a regular column. For example, you might use a question and answer format, offering solutions to questions you know customers are asking. As a medium, newspapers still convey a strong sense of credibility; your exposure as a featured columnist takes full advantage of this image to strengthen your agency branding.
Idea # 9: Create and publicize an annual “business person of the year” award. Everyone enjoys recognition and appreciation. Publicizing the accomplishments of your Commercial clients offers an excellent way of boosting your agency recognition. To create a “Business Person of the Year” award, begin by determining standards for the award and how you will determine each year’s winner. All you have to do is contact the winner with your congratulations. Make sure you get the full benefit from your association with this successful business owner by featuring the award and announcement on your Web site and sending a press release to local newspapers.
Idea # 10: Write press releases for the entire community. Press releases are a highly effective marketing tool that costs absolutely nothing. You can use them to promote an endless number of benefits for doing business with your agency. Potential topics for a press release include new carrier appointments, new staff, staff certifications, and an upgrade to your agency Web site. Press releases can also help you establish and grow a relationship with your local newspaper, opening the door to even more marketing opportunities.
Idea # 11: Host a wine and cheese tasting event. One California agency has discovered that events such as a wine and cheese tasting can be effective ways to grow their business with local contractors. Several times a year, the agency invites about 30 contractors to a wine and cheese tasting held at a local restaurant with a sommelier and all of the trimmings.
The agency found that these tastings are one of the most popular ways to make sure that the contractors feel special. What’s more, a sizable percentage of these contractors decide to trust their protection needs to this creative group of insurance professionals. Don’t limit yourself to Contractors: Almost any client or prospect will enjoy a wine and cheese tasting.
Idea #12: Sponsor a concert. It’s no secret that music is a powerful force in the lives of teens. But teens aren’t the only group that can be motivated by music. Because concerts bring people together in a way that stirs both the imagination and emotions, associating your agency with these emotions can help create a powerful bond with potential clients and existing friends. Check to see if you have a community theater in your area or perhaps you can use a local high school. Then look for local talent to help. You might even consider charging for tickets, then giving the proceeds to a local charity.
Idea # 13: Sponsor a golf workshop. Although agent and consultant Pres Diamond is known for his expertise in Workers Comp, he’s also a brilliant marketer. One of Pres’ suggestions is to schedule a promotion announcing the opportunity to “Take Eight Strokes off Your Golf Game.”
Hold the workshop at a local country club where your agency has arranged for the golf pro to give personal lessons to a group of prospects. To make the most of these new relationships, don’t even talk about insurance during the session — just let these prospects get to you know as a caring professional they would want to do business with. The follow-up should be a breeze. After all, who wouldn’t take a call from a friend?
Idea # 14: Offer to put magnetic signs on trucks for local contractors. Argus Financial Group is an innovative agency in the Chicago area. Agency owner Janusz Domaszuk had an inspiration one day when he passed by a construction site and noticed that the person who appeared to be an owner didn’t have any advertising on his pickup. Janusz approached the man and offered to purchase magnetic signs for their pickup, in return for permission to put a small sign advertising his agency on the back of the truck. The result? Janusz has pickups all over the Chicago area advertising Argus Financial Group.
Idea # 15: Create a memorable customer experience for your agency. When it comes to marketing ideas, many owners only look outside their agency — which means that they miss a critical marketing opportunity - the agency itself. One of the reasons Starbucks has been so successful is their creation of a customer experience that’s about the atmosphere as much as the coffee. How important is the environment? Just ask any Starbucks customer. An excellent resource to learn more about Starbuck’s success is Joseph Michelli’s book, The Starbucks Experience. At a time when agencies are looking for ways to carve out a distinctive place in the market, creating a memorable customer experience for prospects and customers is a sound marketing idea.
Idea # 16: Pay for staff to learn a second language. Expanding your agency’s ability to reach ethnic target groups creates an excellent marketing opportunity.
The first step is to explore the demographics in your area to understand the needs of various non-English speaking groups. You’ll also want to determine what other agencies are doing to reach these potential customers. Once you have identified a target market, offer to pay for your staff to learn a foreign language. A well respected training tool is Rosetta Stone®, which allows anyone can use their natural language-learning abilities to acquire a new language quickly, easily and enjoyably.
Idea # 17: Schedule an open house for your agency. If your agency has enough space, schedule an open house, inviting prospects and current clients to enjoy a delightful social event. Send invitations to all of your clients, but follow up with your ‘A” clients to make sure they know how much you’re looking forward to their attendance.
Create customized invitations for prospects based on their specific needs and interests. For example, if there’s a new housing development in your area, prepare an invitation that will appeal to new home owners. If you have a good Marine program and there’s a marina in your area, consider an invitation with a nautical theme and offer a gift that will appeal to the needs of boat owners.
Make sure that all of your staff come to the open house, and don’t forget to collect the names of the attendees. A follow-up “thank you” for coming can easily lead to a discussion about their protection needs.
You might provide an additional incentive for your neighbors to attend your open house by inviting key business and civic leaders. For example, if your agency raises money for United Way, you could present your annual check to a United Way representative at the open house.
Idea # 18: Spotlight a “client of the month.” Choose a valued client to spotlight as the agency’s “Customer of the Month.” Notify them with a personal phone call and show your appreciation for their contribution to your business by inviting them to a nice lunch. Ask the client’s permission to post their photo on your agency Web site and in the reception area. Be sure to send a press release to the local newspaper about each award.
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