A Brand New Brand
March 31, 2010 by Maureen Wall Bentley · Leave a Comment
For brand geeks like us, there is nothing quite as exciting as the introduction of new brand. Everything is still shiny and clean, with that new-brand smell.
Last week, we got to watch just such an event: At their conference in Nashville, the AMS Users Group rebranded as Network of Vertafore Users, or NetVU. In addition to the new name, the organization now boasts a cool new logo and purposeful tagline, all of which tie into the group’s focus on education, advocacy and networking.
Aartrijk worked with the organization for months on this project, which included a dedicated task force; top leaders Jim Armitage, Carl Schlotman and Brady Polansky; and a hard-working staff in Dallas.
Needless to say we’re very jazzed about the outcome for this 32-year old user group. For more on what this change means for NetVU and its 15,000 independent agency members, check out the story in Rough Notes’ April issue or ads running throughout the trade press.
Congratulations to our friends at NetVU and best wishes for their next 32 years.
On Point with Peter van Aartrijk and Rick Morgan, Episode 16: Commercial Lines Is An Accommodation
March 29, 2010 by Charles Wasilewski · Leave a Comment
On Point with Peter van Aartrijk and Rick Morgan is an audio conversation with insurance industry leaders who champion change and challenge all of us to think.
Peter and Rick spoke with Steve Brooks, an independent agency owner in Westlake Village, Calif. who is a proponent of personal lines and social media as a marketing tool.
While many agencies sell a mix of commercial and personal lines, Steve is very focused on upscale personal lines accounts. He started his firm from scratch 20 years ago, and is 98% personal lines.
Personal lines is stable, with higher persistency than commercial, especially in an economy where businesses are moving their insurance, or going out of business altogether. And the personal lines book is worth more to an agency, Steve says.
Traditional media—such as TV ads and direct marketing—don’t work as well as they once did for personal lines, he maintains. He likes social media—like Facebook and Twitter—for reaching a higher-end clientele. “It’s hard to measure ROI on social media sites,” he says, “but the intangible references are priceless.”
And he likes to work relationships. Commercial lines agents refer preferred personal lines to Brooks because they take the line seriously and want it handled well. “You can’t wait until business slows to start doing this,” he says. “You need to be doing it all the time.”
The podcast was published Monday, March 29, 2010. Run time is 24 minutes 18 seconds.
Welcome to Our New Site!
March 22, 2010 by Peter van Aartrijk · Leave a Comment
March 19, 2010 by Peter van Aartrijk
We at Aartrijk have been working on our client’s Web sites—using the very new and very cool social networking and site-building tools available. So we thought it was high time we brought a fresh look to our site. Please let me know what you think about it (peter@Aartrijk.com).
As we pause to celebrate 11 years in the branding business, I’d like to say, “Thank you.” It has been an enjoyable ride—even in this stormy sea of an economy. If you don’t know me well, I’m a glass-half-full kinda guy.
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Is It Personal? A Word About Leadership
March 18, 2010 by Charles Wasilewski · Leave a Comment
The personal lines property-casualty unit of American International Group Inc. (AIG) faced a crisis in late 2008 when the parent company was pulled back from the brink of bankruptcy by the U.S. government with a $182 billion bailout.
Earlier this year, former Treasury Secretary Henry Paulson said that the failure of AIG would have devastated the financial system, reported Barron’s.
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