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.... By suggesting that you're out of tune with the times, the agency is merely t...comes to spending money. Certain start-up costs are normal and to be expected,...

... sure you back up your claims with clear, compelling benefits. And be ready to offer a choice of good mid-range and no-frills policies. 2. ENTICE AND INFORM: THE KEYS TO AN EFFECTIVE MESSAGE. As advertising clutter gets worse in all media, consumers are tuning out, throwing out, and turning the page on more and more attempts to reach them. If you want your advertising and marketing to be successful, your messages have to work harder than ever just to get attention. Be sure you have a strong visual ... But they're not willing to pay more unless they're convinced they're getting more. In this climate, sales of upper-end, premium products are likely to fall off. And for insurance professionals, pitches based on quality coverage' could lose their effectiveness. Be sure you back up your claims with clear, compelling benefits. And be ready to offer a choice of good mid-range and no-frills policies. 2. ENTICE AND INFORM: THE KEYS TO AN EFFECTIVE MESSAGE. As advertising clutter gets worse in all media, consumers are tuning out, ... the boomers, having come of age at a time of lowered expectations. For instance, they tend to be less willing to pay premium prices. To speak to this group effectively, you need to get to know them now. 9. DO NOT IGNORE THE SHOPPING REVOLUTION. Now firmly entrenched on cable TV, home shopping is about to take another giant step, as corporate America embraces the infomercial' and interactive computers proliferate. Home shopping dovetails nicely with the desire of Americans to save time. And because it gives them ...

...of the flight crew who can carry a tune, have a little sing-along. In other words, lighten up and make us feel we’re going on an adve...un to drive. All of this can be summed up in a few words: Differentiation...

...ing more. In this climate, sales of upper-end, premium products are likely to ...cisions. As insurance marketers, it is up to you to instill confidence in your...

...ves, review sampled decisions, and tune the rules when loss patterns shift. M...ng stalls. The approaches that hold up share a pattern. Start narrow, on on...

...neurial insurance agents who are attuned to their customers' needs rather than... No other competitor is responsive to suppliers and customers. As an independe...

...r group of industry people less in tune with the agency world, actual front-li...volvement. The carrier employee in or upstate New York answers, 'Jones Agen...

... failure-but breathtaking. All this does not mean that you shouldn't hire a marketing agency for your company. But before you do, consider these 10 commandments: 1. Don't hire an agency that insists your company's image needs to be changed. By suggesting that you're out of tune with the times, the agency is merely trying to frighten you into spending a lot of money on an expensive new logo or, as they call it, the corporate identity program. Of course, there are the times when a company's identity needs a fresh, ... Let's get you moving fast, so you can achieve those wonderful, new sales records. It sounds so very proactive, ' as the ad folks say. But there's one thing they don't tell you. Their real goal is to get you for as much as possible up front and bill you before the program begins. By the time you figure out that all the stuff you paid for hasn't brought in one new customer, the agency has been paid and has moved on to the next sucker. Does this really happen? Every ... right agency will make you work. If the agency makes it clear that it requires regular meetings, don't feel these folks are trying to create extra work for you. This agency has learned that the only way to stay in tune with what's going on in your shop is to be there and to get inside your head. Otherwise, the only time you'll meet with your agency is at the mailbox when its invoice arrives. 3. The right agency will be effective at its own marketing. Is it trying to drum up ...

... to advisers and providers of services. The report was based on a questionnaire sent to insurance company executives. The researchers, who inquired about lots of things other than agents and brokers, probably weren't aware that there might be no other group of industry people less in tune with the agency world, actual front-line sales, field underwriting, and service than senior executives at insurance companies. I'm not being a smart aleck. I think that's an accurate assessment and one that The Economist and PwC might not expect. Let's get to the ... please tell me what forces out there - economic, demographic, social, or political - are going to cause this big shift? Who would be the beneficiaries of this major swing away from agents and brokers? Let's look at who this report claims will be soaking up all this market share that's pouring from agents and brokers in a torrent: Insurance companies that decide to go direct. They lack sales and customer service staff. Insurance company employees have lots of skills; they just don't sell. A Wichita-based employee of an investment ... that prospects customers who are checking their 401(k ) balances. Maybe, but only if that investment company employee refers the customer to an agency. Banks. Do you really believe that bank supervisors struggling to maintain trained staff in banking are now going to train their employees in coverage, pricing, risk management, self-insurance, and deductibles? Their only realistic move is to buy an agency or refer to one. And referral to an agency, however that agency is owned, is not an example of customers going direct. ...