Why Social Networking? “Credibility and Awareness”
May 27, 2009 by Peter van Aartrijk · Leave a Comment
Peter van Aartrijk
I attended a Chamber of Commerce “lunch and learn” in here in Springfield, Virginia recently. The topic was “Social Networking.” They expected 40 to register, which is about what they normally get for these affairs. Surprise! More than 110 showed up—most of whom were Baby Boomers seemingly uncomfortable not knowing what they didn’t know.
A panel included a trade association exec, a bike shop owner, and a local PR guy. One exasperated audience member asked, “How do we live in a world where we don’t do meetings like this anymore? It’s all online—no more face-to-face.” The answer was—and I agree—that people who are most social online also are the most social in person. Nothing has changed there—that’s been going on since we walked the Earth.
In fact, I’m reminded of our parents’ (or was it our grandparents’?) saying that “TV will ruin your eyesight and you’ll never go out anymore.”
The bike shop owner said she walks a fine line when selling her stuff in the social space. She called it “quiet marketing.” The online biker community is huge around the country, and here in Virginia is no exception. She resists the temptation to leverage that community and turn it into a one-way sales barrage. “I don’t say in my posts, ‘We’re having a sale this week’ and remind people every day,” she said. “I post up something to do with biking and at the very end I’ll say something like, ‘…and we just hung up our sale banners here at the bike shop.’
The Chamber event was filled with lawyers, CPAs, local retail shops, consultants—all sorts of folks. “How does this make me money?” one guy asked. The panel’s answer: “Credibility and awareness.” You may not see a direct return, but over time you will build your brand and drive referrals. Let your customers talk about you—it’s more powerful than you talking about you.
I recommended to the Chamber staff leader that she book more of these events, as members clearly need help.
What does online social networking mean for insurance folks? Well, let me take a page from the bike-shop owner and be as understated as I can be: “We at Aartrijk intend to explore these exciting issues ourselves for our friends and clients in the insurance world at Aartrijk Brand Camp Sept. 28-30 2009 in Chicago (www.Aartrijk.com/brandcamp).
You see? In-person events are alive and well…although they’re changing for the better. Come and find out!
- Peter van Aartrijk
Hotel Sax, Liz Strauss Just Right for Brand Camp
May 22, 2009 by Rick Morgan · 1 Comment
Earlier this week I spent some time at Chicago’s Hotel Sax—site of Aartrijk Brand Camp Sept. 28-30, 2009. If you like those Austin Powers movies, you’ll love this place. Cool, smart feel about the place, a bit of old and new mixed. The décor is almost sinfully fun and funky. Great staff. Wine shop on one side; bowling alley on the other; House of Blues 10 yards away. And what’s not to love about Chicago, people?
Also met with blogger extraordinaire Liz Strauss, one of our guest speakers at Brand Camp. (She has 28,000 followers on Twitter.) I can’t wait for our attendees to hear her ideas and interact with our other speakers and attendees—you are sure to come away with an action plan for your marketing and branding!
- Peter van Aartrijk
ProgramBusiness.com: “Social Studies: New Media Involves Strategy, Management”
May 6, 2009 by Charles Wasilewski · Leave a Comment
The social Web is “changing the way we communicate to clients and market products and services,” according to a May 6, 2009 article on insurance industry Web site ProgramBusiness. In a Q&A with Annie George, Rick Morgan of Aartrijk notes about the social Web: “The way we want to reach out, buy products, find out about products, services, has changed forever. It only makes sense that the insurance industry be a part of that dynamic.”
Read the interview here.
Best’s Review May 2009: “Communicate in A Tough Economy”
May 6, 2009 by Charles Wasilewski · Leave a Comment
Peter van Aartrijk’s column in the Insurance Marketing section of the May 2009 issue of Best’s Review magazine (www.BestReview.com) noted six reasons why the recession is a good time (yes, a good time) to invest in brand development.
One of the reasons: “Insurance consumers need advice today.” A marketing campaign can help clients and prospects decide to seek a “good combination of coverage and price”–with your agency.
National Underwriter Coverage of Brand Camp 2009
May 5, 2009 by Charles Wasilewski · Leave a Comment
Here are two articles about Aartrijk Brand Camp 2009:
National Underwriter, Property-Casualty Insurance Edition: “Brand Camp Set For Insurance Marketers”
Insurance Newscast: “‘Aartrijk Brand Camp’ to Debut Sept. 28-30 in Chicago — Event Focuses On Insurance Branding in Social Web Age”
‘Aartrijk Brand Camp’ To Debut Sept. 28-30 in Chicago
May 4, 2009 by Charles Wasilewski · Leave a Comment
‘Aartrijk Brand Camp’ to Debut Sept. 28-30 in Chicago
Event Focuses On Insurance Branding in Social Web Age
SPRINGFIELD, VA (May 4, 2009)-Insurance industry branding firm Aartrijk is hosting a new event for insurance/financial marketing decision-makers: “Aartrijk Brand Camp,” a hands-on conference on branding in the age of the social Web. The event is scheduled for Sept. 28-30, 2009, in downtown Chicago.
Registration is available at the Aartrijk Web site at www.Aartrijk.com/brandcamp. This exclusive event is for brand decision-makers in insurance, financial services and member organizations. The location is the modern, high-tech Hotel Sax Chicago. ”The marketing mix is changing for brand decision-makers,” said Peter van Aartrijk, CEO and managing director. “It’s not just that technology has evolved in recent years. Technology is enabling consumers to change their relationships with the organizations and brands in their lives through the one-to-one and one-to-many relationships of social networking. ”The profound impact of this sociological transformation is just beginning to be felt in the insurance and financial services industry,” van Aartrijk continued. “Aartrijk Brand Camp is a way to help brand decision-makers understand and take advantage of this transformation.” Early-bird pricing of $600 ends June 1, and regular registration costs $750. Special pricing is available for Aartrijk clients. All registration is done online at www.Aartrijk.com/brandcamp. Aartrijk Brand Camp kicks off with the “Social Networking Social” on September 28, followed by an all-day session on September 29, and a half-day session the following day. The event is designed to be interactive and hands-on, with sessions including search-engine optimization, social networking, Web positioning, blogging, mobile technology, “Gen Next,” public relations, online advertising and design.
About Aartrijk: Based in Virginia, Aartrijk is a boutique branding firm serving clients from insurance and financial services firms and member organizations. Aartrijk’s highly experienced team offers business-to-business and business-to-consumer brand auditing; brand identity development; Web and social media; advertising, marketing-communications and public relations; publishing and editorial; and customer and marketing channel research. For more about Aartrijk or to sign up for Aartrijk Brand Camp, visit www.Aartrijk.com.
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CONTACT:
Charles Wasilewski
908.647.2216
charles@Aartrijk.com