It’s a zoo around here
August 16, 2010 by Maureen Wall Bentley · 1 Comment
The virtual structure of Aartrijk—with some 20 consultants across 10 states, working from home offices or small corporate ones—has one particularly great advantage: We can work alongside our pets.
Our CEO, Peter van Aartrijk, regularly brings his gigantic labs, Molly and Betty, to the HQ office, where they welcome visitors with a lot of licking and pleas for petting, and then they settle in at Peter’s feet. Guinness, one of my two prison cats (they were part of a Pets for Prisoners program, which explains a lot), is almost always on the sunny spot of my office floor, while the other one, Harp, forces me to mute calls because of her caterwauling.
And while all that may sound like a distraction from the work we do for our clients, it actually is quite the opposite: Our animals calm us and amuse us, which enables us to focus and enjoy our work. And that’s not just us: In a nationwide survey by the American Pet Products Manufacturers Association, 73% of responding companies found having pets in the office created a more productive work environment among—and 27% had a decreased absenteeism rate.
But if you don’t have your furry favorite by your side at work, we’re happy to share ours. Just visit the Aartrijk Zoo.
Alphabet Soup
July 14, 2010 by Maureen Wall Bentley · 3 Comments
One of the first eye-openers I had when moving to the Washington, DC, area some 20 years ago was that virtually every organization in the vicinity has an acronym. Whether a military entity, high-tech company, government agency or association, they all are awash in unfathomable letters. Sure, we know the FBI and IRS, and we all have USB ports in our laptops, but have you ever hear of NASPGHAN (North American Society for Pediatric Gastroenterology, Hepatology and Nutrition) or MANPADS (man-portable air-defense system)? Even a Beltway veteran like John McCain can be overwhelmed by this lettered nonsense (see video clip).
7 Steps to A Stronger Agency Brand
April 15, 2010 by Maureen Wall Bentley · Leave a Comment
The Hales & Company/National Underwriter Mergers & Acquisitions Seminar series got off to a great start in NYC this week. Some 60 agents and brokers packed the all-day event, in which Laurie Donohue and I presented the segment on 7 Steps to a Stronger Brand. The topic seemed to strike a chord with the attendees—especially when they heard that a strong brand can add 100 basis points to an agency’s valuation multiple.
Scott Addis, who gave his lively “Purple Cow” presentation about organic growth strategies, highlighted another interesting point: His research shows that some 48% of agents don’t feel their firm’s brand is differentiated from the competition (and I’ll add that some of the remaining 52% are…um, optimistic…in their belief that their brand is distinctive). Sounds like a great opportunity for stronger brands to edge out the competition.
Brand = Value
April 5, 2010 by Maureen Wall Bentley · Leave a Comment
So, you’re thinking about the value of your independent agency. Maybe you’re considering selling it, or merging with another firm, or maybe you just want to know what it’s worth in this marketplace. Now, what if you could increase your agency’s valuation multiple by 100 basis points—say from 5.00x to 6.00x? Would you spend a few hours learning how?
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.
Camp Friends
July 21, 2009 by Maureen Wall Bentley · Leave a Comment
Apparently we’re not the only industry organization that thinks social media and Web positioning are really important topics for agents, carriers and associations. Beyond those fine folks who already have registered for Aartrijk Brand Camp, we have lined up some terrific sponsors:
- Trusted Choice, the Big I’s national consumer branding program
- Assurex Global, an international network of really sharp brokers
- American Collectors, a specialty writer of collector car and collectibles insurance
- Insurance Journal, National Underwriter and American Agent & Broker, three leaders of the trade press
- And our partners Orange Element, Rick Morgan Consulting, Channel Harvest, I-Marketing Management and Insurance Is Fun (because it can be!).
Sign up at aartrijk.com/brandcamp. See you there.
– Maureen Wall Bentley
Brand Camp. Yeah, Baby!
July 14, 2009 by Maureen Wall Bentley · Leave a Comment
It seems like only last week that the idea for Aartrijk Brand Camp first bubbled up: “Let’s do our own event focused on web and social media—and let’s invite our friends.”
But in no time at all we’ve gone from idea to reality, and we’re now within three months of the big event. The speakers and panelists are lined up, the videos are in production, the sponsors are coming aboard and the registrations are rolling in.
Our opening night party is in a 10-pin bowling alley, and Pete describes the venue—the über-hip Hotel Sax Chicago—as “high tech meets Austin Powers.” So I don’t think this will be like any other insurance meeting I’ve ever been to.
Hope to see you there.
-Maureen Wall Bentley