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).
Does a Good Brand Really Make Dollars and Sense?
June 14, 2010 by Laurie Donohue · 1 Comment
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.
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.
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
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.”
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