Purpose Marketing: Reach the People who Count

(As published in Professional Insurance Agents, July-August 2009)

In this economy, is money spent on advertising, marketing communications and promotion wasted? After all, price-sensitive consumers are trying to hold on to their money. Some have lost their jobs; others are worried they’ll lose theirs; and some studies show consumers are forgoing certain coverages.

If you think the money is wasted, think again. Agency owners are maintaining or increasing their investment in communications.

In this environment, your weaker competitors are out of the way or aren’t making as much noise, so you can take advantage of the available space or time. At the same time, your stronger competitors haven’t stopped marketing, so you ought to keep pace, or your book of business may be at risk.

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-Peter van Aartrijk

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