Search CompleteMarkets

...e tasting. Idea #12: Sponsor a concert. It’s no secret that music is a pow...t can be motivated by music. Because concerts bring people together in a way ...

...keting programs, or simply make a concerted and intensified effort to better m...

... the list, and (if you're a big company) at the top. Ranking creates the anxiety that motivates action and funds budgets. Who wins? The ranking services conduct studies and make recommendations. Then consulting groups receive contracts to bring the sites up to high-rank specs. Or carrier Web site departments find themselves with substantially higher budgets. And CEOs can tell their boards about their high rankings or concerted efforts to achieve them. Everyone wins - well, not everyone. The stockholders lose because the corporation is betting resources on the wrong horse. Agents lose because their carrier partners are working to weaken agents' local brands. Consumers lose because carrier-centered Web strategies will make their lives more complicated, not more convenient. It's all too easy to get caught up in this system. When reality intrudes ... ' key distribution arm. Why do site-ranking groups use faulty criteria? Why do carriers embrace these useless rankings? THE PROBLEM: COMPANY-CENTERED SITES It's possible that ranking services don't understand the realities of the insurance business - the psychology of insurance buying, the necessary flexibility of the market, the complex role of the independent agent, and so on. They don't realize that carriers' best strategy isn't to promote themselves and their connection with the insured, but to help agents strengthen their relationship with the customer. Of course, if carrier Web sites truly weren't that important, how would ranking sites develop their brands? By ranking agency sites? Who would care? Ranking creates a need to be high on the list, and (if you're a big company) at the top. Ranking creates the ...

... the list, and (if you're a big company) at the top. Ranking creates the anxiety that motivates action and funds budgets. Who wins? The ranking services conduct studies and make recommendations. Then consulting groups receive contracts to bring the sites up to high-rank specs. Or carrier Web site departments find themselves with substantially higher budgets. And CEOs can tell their boards about their high rankings or concerted efforts to achieve them. Everyone wins - well, not everyone. The stockholders lose because the corporation is betting resources on the wrong horse. Agents lose because their carrier partners are working to weaken agents' local brands. Consumers lose because carrier-centered Web strategies will make their lives more complicated, not more convenient. It's all too easy to get caught up in this system. When reality intrudes ... ' key distribution arm. Why do site-ranking groups use faulty criteria? Why do carriers embrace these useless rankings? THE PROBLEM: COMPANY-CENTERED SITES It's possible that ranking services don't understand the realities of the insurance business - the psychology of insurance buying, the necessary flexibility of the market, the complex role of the independent agent, and so on. They don't realize that carriers' best strategy isn't to promote themselves and their connection with the insured, but to help agents strengthen their relationship with the customer. Of course, if carrier Web sites truly weren't that important, how would ranking sites develop their brands? By ranking agency sites? Who would care? Ranking creates a need to be high on the list, and (if you're a big company) at the top. Ranking creates the ...

... has gone on to produce two major concerts each year to generate additional re...

...e attention to an ad about a free concert than one selling insurance. Firema...

... has gone on to produce two major concerts a year to generate additional reven...

...the local Little League, symphony concert or neighborhood marathon. You might ...

... 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 ... 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 ...

... that you don't have to look for a charity to join, you can start your own. Just pick a local shelter, hospice, or any other nonprofit organization that benefits your community and build your own fund-raising program for them. A Ford dealership in Southern New Jersey selected five charities to help, ranging from an orphanage to a hospital. Starting with raffles, this dealership now actually produces major concerts to raise funds. The dealership has also joined forces with one of the banks and one of the supermarkets for co-op promotion and ticket sales: You have to go to one of the three to buy your tickets. Everyone within a hundred miles knows of this dealership's philanthropy, and business is good. The list of ways you can build your agency's image through PR is endless- but most ... Marketing Customer Service Planning Finance/Accounting Risk Management Human Resources Selling Legal and E&O Technology Life/Financial Services Glossaries Management Resources & Links Categories Popular Recent All Back Public Relations: An Investigation 4/30/2013 12:00:00 AM by Jack Burke This content has not been rated yet. Unfortunately, too many insurance agencies define public relations as sending out a story on employee promotions with photograph attached. Hundreds of articles have been written on the how-to's and 1-2-3s of public relations (PR), but few take the time to examine the actual concept of public relations and the agency's or company's role within that context. First, let's divide PR into three very distinct categories: the general public (your Personal Lines markets), the business public (your Commercial Lines markets) ...