On Point with Peter van Aartrijk and Rick Morgan, Episode 25: No Quick Fix

August 9, 2010 by admin · Leave a Comment 

 

In this Podcast Doug Pullman, a member of the Parker, Smith & Feek marketing team, describes the planning and process this top 100 broker went through to prepare for their launch into the world of Facebook, Twitter, Linkedin and blogging. Doug discusses the very deliberate and measured approach the brokerage took, the importance of getting not only support but participation by senior management, and how success is tied to having a unified and comprehensive strategy.

Doug explains that the agency goal was to use social networking to help customers and prospects build a personal and emotional connection with the broker. They knew that they needed to be where 25% of their customer base was – the social Web. His advice to other agencies wanting to tap into the opportunity the social web offers: Take it slow, learn from others, and add your own voice.

The podcast was published Monday, August 9, 2010. Run time is 21 minutes 11 seconds.

We’ll Steer You Right: Your Invitation to Aartrijk Brand Camp 2010

July 21, 2010 by Charles Wasilewski · Leave a Comment 

Howdy! Here’s a brief 30-second video inviting you to Aartrijk Brand Camp 2010:

Aartrijk’s founder, president and CEO Peter van Aartrijk, recently visited The Driskill Hotel in Austin, Texas, to scope out the location of Aartrijk Brand Camp 2010.

He found a comfortable environment, as well as a large animal that is the hallmark of the site.

Peter invites you to join other insurance brand decision-makers and thought leaders at Aartrijk Brand Camp 2010.

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).

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On Point with Peter van Aartrijk and Rick Morgan, Episode 23: Ex Direct Writer Focuses on Marketing and Finds Success As Independent Agent

July 13, 2010 by admin · 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.

Texas agent David Berry has used the marketing lessons he learned from his experiences in the captive agency system to find success as an independent agent. Listen as Berry discusses how he uses traditional marketing practices, combined with the new tools of social media, to grow his business.

Berry understands the importance of investing in technology; but more importantly he understands the need to make sure it’s used wisely. He’s committed to building strong relationships and providing great service as he builds his new business, and credits social media as a powerful tool to help him contain costs and expand his reach. Peter and Rick particularly enjoyed listening to Berry speak passionately about the advantages and value of the Independent Agency System.

The podcast was published Monday, July 12, 2010. Run time is 20 minutes 41 seconds.

Does a Good Brand Really Make Dollars and Sense?

June 14, 2010 by Laurie Donohue · 1 Comment 

By Laurie Donohue

Brand can be a “squishy” subject — it’s not concrete like product or overhead. With those you can attribute a certain cost and a definite return on investment. If you hire a new producer in an insurance agency, you know you’ll have overhead, but you expect that producer to bring in enough new business to cover the costs, and more. If you offer a product, you know what you’ll make in commissions.

With brand, you can see some of the costs — training, marketing, advertising, etc., but it’s often hard to quantify the impact on your bottom line.

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Aartrijk Brand Camp: A Look Back at 2009, and A Look Ahead to 2010

May 28, 2010 by Charles Wasilewski · Leave a Comment 

Aartrijk’s founder, president and CEO Peter van Aartrijk sat down recently (admittedly, in front of the Aartrijk logo at a trade show at an industry producers’ conference) and answered a few questions about Aartrijk Brand Camp.

He talked about what happened at Brand Camp 2009 — and how Aartrijk Brand Camp 2010 will be different.

This brief video (2 minutes, 23 seconds) describes who attends Brand Camp, what they can expect if they go, and how 2010 will be a regathering for many who formed the community at the 2009 event.

On Point with Peter van Aartrijk and Rick Morgan, Episode 20: It’s No Longer An Experiment

May 26, 2010 by admin · 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.

Ryan Hanley, is an independent agent with the Guilderland Agency in Albany, NY.

Just two short years ago Ryan started his insurance career and at the same time started to “dabble” with the social Web. While the agency wasn’t yet ready to jump “head first” into social networking they gave Ryan the freedom to do so.

Being new to the industry he started researching insurance issues, and then writing about his experience on his new blog, Albany Insurance Professional. Ryan also set up Facebook, Twitter, YouTube, and LinkedIn accounts.

Has it been a valuable and profitable experience? According to Ryan, “social networking is how he builds and strengthens relationships and generates new business – it is no longer an experiment.”

Listen to Ryan as he shares his experiences with Rick and Peter.

The podcast was published Monday, May 24, 2010. Run time is 24 minutes 7 seconds.

Re: Creative

May 14, 2010 by Charles Wasilewski · Leave a Comment 

I recently spent a morning doing something I’ve never done: Being a judge.

Several industry marketing and communications people got together at Swiss Re in New York City to grade entries for the Insurance Marketing Communications Association (IMCA) annual Showcase awards, which recognize business communications work in 35 categories ranging from “Creative Development on a Shoestring” to “Corporate Social Media.”

Judging criteria included:

  • Effectiveness/Functionality — Potency of impact, prompts to action, professionalism in accomplishing its stated objective
  • Audience/Focus — Reflects the interest, needs and language of the stated target audience, absence of conceptual dissonance
  • Content — Well-written copy or script, use of compelling language, articulation of complex concepts
  • Design/Presentation — Artistry, visual appeal and synergy, insight and uniqueness, enhances the communications objectives

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On Point with Peter van Aartrijk and Rick Morgan, Episode 19: Having Fun Growing Business

May 11, 2010 by admin · 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.

Linda Rey is a second-generation agent and owner of Rey Insurance in Sleepy Hollow, New York. Frank Rey founded the agency in 1978 to serve bilingual clients in the local community.

Linda discusses how she has incorporated the use of social media into the agency’s marketing strategy. For Linda, it was an “effective way to be present, visible, and increase awareness and exposure.”

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On Point with Peter van Aartrijk and Rick Morgan, Episode 17: Integrating the Social Web in a Large Agency

April 13, 2010 by admin · 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.

So, how does a large independent agency with multiple offices approach new marketing and communications opportunities on the social Web? They apply it first inside their own firm.

Peter and Rick spoke with two representatives in IT and communications at a forward-thinking independent agency, Holmes Murphy Insurance. Based in Des Moines, Holmes Murphy has 13 offices in 11 states, 500 employees, and 77 years in the market. Read more