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... with mass marketing: TV, Radio, magazines and direct mail (by the millions o...our advertising or use little-read magazines, counting on frequency to replac...

... are the prospects? Consider banks, agents, and associations (American Bankers Associations, state bankers associations, correspondent banks and their associations, association of banks in insurance, insurance companies wanting to sell to/through banks) . Who is the individual decision maker in each group? How do you communicate with these prospects? Where do they get their information? What conventions do they attend? What magazines do they read? Which decisions makers can you contact on a one-on-one basis? Where can you get their names? Can you reach them through the Web? How? Who will refer you to them? What's the best way to sell them? What's the best way to sell them? What makes them thirsty? How does your product benefit them? Don't get lost in explaining features! ... a niche of one' the basis of mass customization. The price the market is willing to pay is the only benchmark that matters. It will require innovations in the process! It might mean discounting the price, adding value, some combination of the two. How can you profitably deliver at this price? Innovate, innovate, and innovate! What's your assembly line? Do you need to streamline delivery or strengthen the relationship side of the process? Will people pay more for your product if it reduces the hassle in their lives? This answer is often yes. &# 160 Michael Manes can be reached at Square One Consulting, 625 Weeks Street, New Iberia, LA 70560, cell 337-577-3885, E-Mail: [email protected] , Web site www.squareoneconsulting.com. Login or Register (for FREE ...

... current clients and prospects. Steve Anderson is a licensed agent who heads SteveAnderson.com, Inc., which provides consulting services on how to maximize profits using common sense technology. He can be reached at American Insurance Consultants, PO Box 1546 Franklin, TN, 37065-1546, (615) 599-0085, e-mail [email protected] , or visit www.SteveAnderson.com . Reproduced with permission from American Agent & Broker magazine. Login or Register (for FREE) to gain access to thousands of other great articles. Need more reasons to join? Need insurance for you, your business or your family? Get quality appointments - Save yourself a whole lot of time & money when you use our directory of carriers, wholesalers and service providers. Negotiate lucrative contracts with carriers and wholesalers. Net result. More revenue ... the balance of the article on your Web site. Bonus: By measuring the clicks on the link, you'll be able to determine what kinds of articles generate the most interest. 5. Build in interactivity. Make an offer that stimulates a response. The goal here is to "up the involvement" of your reader and cause them to value and appreciate your agency. 6. Adjust the delivery schedule. The day and time of e-mail transmission can impact its effectiveness. Tuesday, Wednesday, or Thursday are the best days to send your e-mail. Response is 20% to 30% lower on big news days. Avoid e-mailing on any day immediately before or after a three-day weekend. And don't e-mail on Monday because your recipients will be sifting through all the spam that they received over ...

...with? According to a Parade magazine study, the average physician in Amer...ive tasks, bookkeeping, and product delivery are essential; a business can sto...

...ate your agency. 6. Adjust the delivery schedule. The day and time of e-mai...

...conventions do they attend? What magazines do they read? Which decisions maker...bly line? Do you need to streamline delivery or strengthen the relationship si...

...ding print ads in newspapers and magazines and electronic ads on radio and tel...

...stian Turley in Direct Marketing Magazine will give you some clues, and do's a...Supervisor, Group Leader Carrier, Delivery Person Business Executive Bak...

... art or the science is flawed, the campaign is useless. THE SCIENCE OF MARKETING The science of marketing defines how best to reach your target market and how often in order for them to recognize you as an expert in your field and be familiar enough with you to permit you to offer them your products and services. Major advertisers respond to marketing frequency with mass marketing: TV, Radio, magazines and direct mail (by the millions of pieces) . They "shotgun"‘ their market because they have trouble segmenting it sufficiently to do "rifle" marketing. The local independent insurance agency operates quite differently. For example, because we can determine that we have an excellent product and market (carrier) for business property, we would hone our marketing to that specific target ... few pieces that their employees think are appropriate for them to pursue. On the other hand, a marketing campaign is a process of getting your message out to your intended market strongly enough and frequently enough to: (1 ) Get them familiar with your name and identity and (2 ) to get them interested in doing business with you. No marketing campaign will ever be effective in a single-shot delivery of a single message. The consuming audience is far too jaded with billions of pieces of advertising for any single-shot message to make a difference. A marketing campaign combines art (getting your message across effectively) with science (doing so frequently enough and in a form that will familiarize the prospect with you and your product) . If either the art or the science is flawed, the campaign ...

... art or the science is flawed, the campaign is useless. THE SCIENCE OF MARKETING The science of marketing defines how best to reach your target market and how often in order for them to recognize you as an expert in your field and be familiar enough with you to permit you to offer them your products and services. Major advertisers respond to marketing frequency with mass marketing: TV, Radio, magazines and direct mail (by the millions of pieces) . They "shotgun"‘ their market because they have trouble segmenting it sufficiently to do "rifle" marketing. The local independent insurance agency operates quite differently. For example, because we can determine that we have an excellent product and market (carrier) for business property, we would hone our marketing to that specific target ... few pieces that their employees think are appropriate for them to pursue. On the other hand, a marketing campaign is a process of getting your message out to your intended market strongly enough and frequently enough to: (1 ) Get them familiar with your name and identity and (2 ) to get them interested in doing business with you. No marketing campaign will ever be effective in a single-shot delivery of a single message. The consuming audience is far too jaded with billions of pieces of advertising for any single-shot message to make a difference. A marketing campaign combines art (getting your message across effectively) with science (doing so frequently enough and in a form that will familiarize the prospect with you and your product) . If either the art or the science is flawed, the campaign ...