I'd like to hear one "insurance" radio ad that is an effective "direct response" advertisement that will make the phones ring. My experience with radio is that it is the worst method of generating immediate revenue that I've ever used. For brand building, maybe, I just don't have the time or money to use advertising for brand building.
Looking for Marketing Ideas
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Dean Joseph
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I think R Daniel Williams makes a great point. Most radio campaigns, whether it be commercial spots or full-on weekly shows, become effective only when they support other lead generation efforts. For example, a large annuity producer has had a weekly radio show for years and finds that he only receives a return on that investment when he hosts seminars and mentions the radio show to create credibility with the seminar audience. In fact, the radio show seems to invite diffusion into his business because of all the call-ins to his business asking for free advice.
A radio show or a billboard are examples of attraction marketing. Put your name out there and see what it attracts. Process marketing, on the other hand, implies that you're using a process to get in front of the people YOU want to get in front of. Attraction works, but generally only when coupled with process.
I suggest you ask an old life insurance guy how he gets referrals and listen really closely. Then use those methods to create high-quality opportunities in addition to other methods like direct mail, internet leads, radio, etc.
Best of luck.
A radio show or a billboard are examples of attraction marketing. Put your name out there and see what it attracts. Process marketing, on the other hand, implies that you're using a process to get in front of the people YOU want to get in front of. Attraction works, but generally only when coupled with process.
I suggest you ask an old life insurance guy how he gets referrals and listen really closely. Then use those methods to create high-quality opportunities in addition to other methods like direct mail, internet leads, radio, etc.
Best of luck.
Once insurance agents have developed a strong list of clients with established loyalty, the majority of their work is to maintain great customer service. This leads to residual business that keeps commission checks coming in. But young insurance agents who don't have an established book of business need to market themselves and their services to build a business. This may take some time but is well worth the effort in the long run.
- Sponsor a Health Fair
- Many community organizations hold health fairs throughout the year. This can be a local school or YMCA where promoting good health habits is the focus. Most insurance agents offer health and life insurance which makes this a perfect tie-in for the fair. As part of the sponsorship, make sure that the agent's name is part of all marketing material as a sponsor. This includes any flyers, print and digital media ads that are made. Negotiate to have a booth at the fair and the ability to present information packets to patrons. This is not only a great promotional tool but it also gives credibility to the agent as being a positive part of the community.Seminars
- Most insurance companies have pre-approved seminars that can be presented on estate planning, life insurance, annuities or other insurance-related products in order to educate the public. With some basic advertising in community newspapers, Chamber of Commerce announcements and network relationships, an agent can instantly transform herself from being just another insurance agent to being an insurance expert and building a great list of new leads from those in attendance.Write a Column
- Many local newspapers don't pay people to write articles and columns but are constantly seeking content. Innovative agents will approach these community publications to offer their expertise in either an insurance column or article that discusses trends and common questions consumers have about insurance. Publications will allow a by-line that includes the name of the agency gaining publicity for the cost of the agent's time to write the article. In today's Internet world, this can also be achieved via a strong blog and network marketing.
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I think your comment on the best marketing idea is great. Comedy maybe in your future.
but otherwise...As every dedicated watcher of Mad Men knows, advertising is built on the genius of ideas. Inspiration can strike from any corner (and in every flashback). And beware: Even the greatest ideas are fleeting.
But every now and then, an idea comes along that changes the game for good. Yes, the campaign generates huge, instantaneous buzz and moves plenty of product -- but it also stands the test of time, infiltrating the culture in subtle ways for decades to come.
"It doesn't happen often," says Bruce Vanden Bergh, advertising professor at Michigan State University, "because it takes a combination of the right people with the right skills, the right climate and luck."
And sometimes, it takes nothing less than a breakthrough.
Selling diamonds during the Great Depression, charging more for a spirit no one can identify blindfolded, pitching a tiny car during the era of chrome and fins--all of these campaigns made Entrepreneur's list of 10 brilliant marketing ideas. The list spans more than 70 years--from pre-TV to the YouTube era. Just don't get upset when you learn how you've been manipulated. It's the nature of the business.
In the words of Don Draper, Mad Men's tortured lead, "What you call love was invented by guys like me," he says. "To sell nylons.
But every now and then, an idea comes along that changes the game for good. Yes, the campaign generates huge, instantaneous buzz and moves plenty of product -- but it also stands the test of time, infiltrating the culture in subtle ways for decades to come.
"It doesn't happen often," says Bruce Vanden Bergh, advertising professor at Michigan State University, "because it takes a combination of the right people with the right skills, the right climate and luck."
And sometimes, it takes nothing less than a breakthrough.
Selling diamonds during the Great Depression, charging more for a spirit no one can identify blindfolded, pitching a tiny car during the era of chrome and fins--all of these campaigns made Entrepreneur's list of 10 brilliant marketing ideas. The list spans more than 70 years--from pre-TV to the YouTube era. Just don't get upset when you learn how you've been manipulated. It's the nature of the business.
In the words of Don Draper, Mad Men's tortured lead, "What you call love was invented by guys like me," he says. "To sell nylons.
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TOP SIX MARKETING IDEAS
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TOP SIX MARKETING IDEAS
- Define your market.
- Learn about your market.
- Know the benefits of your product to your market.
- Advertise to your market.
- Teach your market about your product.
- Capture your customers and keep them coming back.
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A lot of what Ethan Selph (a speaker at the Norvax University events) shares with health insurance agents about what he does with drip marketing to prospects with drip emails and the calls he does to these prosects with a dialer would also be effective for P&C.
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