By Laurie Donohue

 

“People don’t plan to fail, they fail to plan.”

Most agents spend a good deal of time working on annual business plans. They work with carriers to set sales goals, annual budgets and future staffing needs. But, too often, they fail to include marketing in this process: marketing to both customers and prospects.

Why? Because agents focus on day-to-day operations. They spend their time on the “urgent,” and not always the “critical.” Marketing often falls in the “critical but not urgent” pile and gets put aside for the next claims issue or billing error.

Many say, “Marketing doesn’t work for me. It’s just an added expense.” And they’re right! Not because marketing doesn’t work—but because they didn’t plan or implement a thoughtful communications strategy.

Independent agents need to promote their businesses because:

• The competition is brutal, including direct writers, captives and other independent agents.
• People don’t understand the difference between an independent agent and a direct writer.
• Independent agents need to show their commitment to the communities they serve.
• People are constantly moving, starting businesses, having children, retiring. They need direction on where to go for insurance and other financial products.

 

The “How” and “Why” of Marketing Plans

Developing and implementing a good marketing plan isn’t difficult. Sure, it takes time. But the paybacks warrant the effort. Here are some thoughts to guide the creative process:

Consistency

One consistent, strong message is much more powerful than many conflicting or unrelated messages. Establish your own unique brand or selling proposition. Figure out what makes people use your agency and consistently reinforce that message.

Specific Measurable Goals

Establishing specific, measurable goals will allow you to find out which techniques are working and which ones aren’t. By understanding this, you’ll be less likely to continue wasting dollars on unprofitable activities.

Talk with Right Audience

A marketing plan needs to clearly describe your target market or markets. Once you know who you’re trying to reach and what they consider to be important, you can focus your actions and messages to speak to these needs and concerns.

Budget Control

If you know what and how much you’ll be spending, you won’t over-spend on things that don’t work. Look carefully at all media, including online Yellow Pages, brochures, Web site, social media, search engine marketing, and newspaper and radio ads. Spend money only where it will reach your targeted audiences.

Effectiveness

By having a plan and measuring results, you can zero in on the things that work, improve on them and experiment with similar techniques. You should check in on the plan quarterly. At the end of the year, thoroughly analyze your plan’s results and build your next year’s plan on the most profitable actions and messages.

Get Help If You Need It

Many agents simply don't have the time to develop or implement a marketing plan. The good news is, you don’t have to go it alone. Talk with fellow ASCnet members, check with one of the insurance associations, or tap a marketing professional to help. The return on your investment can be substantial.

By taking the time to carefully plan, implement and track your marketing efforts, you’ll be investing your time and money into actions that deliver profitable returns—and that’s the whole point, right?

 Has your agency created a marketing plan? If not, what’s holding you back? If so, how’s implementation going? Would you like Laurie to answer a question in a future article? If so, leave it here or drop her a note.

Laurie Donohue leads Aartrijk’s agency and broker marketing division. She can be reached at This e-mail address is being protected from spambots. You need JavaScript enabled to view it .