We’ve Seen the Sizzle. Now Give Us the Steak.
February 1, 2011 by Rick Morgan · 2 Comments
As insurance firms jump into the social fray by becoming active on Twitter, LinkedIn, YouTube, and other channels, some get caught up in the hype and flash, the bright lights of the social Web. Some make a mad dash to get as many friends, fans and likes as possible. A flurry of blog posts, tweets and status updates fly off the keyboard, many of them talking about you or your company.
If this sounds familiar, maybe it is time to slow down and reconsider:
- Are you providing substance?
- Are you engaged in the conversation?
- What is the right balance between quality and quantity of contacts?
After you begin to engage in social networking for your business, it is the quality of the contant that will keep your followers coming back. Substance can come in many flavors. But any way it comes, it should be good, interesting, valuable content. And that content should come from the heart, mind and soul of you and your company. Read more
Marketing Mayhem
November 23, 2010 by Maureen Wall Bentley · Leave a Comment
My husband laughs out loud every time Allstate’s new “Mayhem” commercials air. It’s a bit of a toss-up whether he likes “Flag” or “Jogger” best, but the whole campaign gets his attention—and a chuckle. We have been known to replay the new spots when they appear the first time. Mark also has a bit of a thing for Progressive’s Flo, and he has weighed in on Geico’s “Cavemen” vs. “Gecko” vs. “Rod Serling” (we both hate the weird dollar bills with eyes).
So, I guess I shouldn’t have been all that surprised when he asked me the other night: “Why are the most creative TV commercials for insurance?” 
Having worked in the insurance marketing space for many years now, I admit that I’ve seen more than my fair share of very, very bad advertising. But he was right: Much of the good ad creative now on television is related to our industry.
Why? Probably because every point of market share within the U.S. property-casualty sector represents about $4.6 billion in premium. Of that, more than one-third is personal auto, and the biggest opportunity for personal auto writers are buyers new to the industry—consumers under the age of 30 who have not yet formed a strong brand loyalty.
So, there is a very big incentive to create clever, witty ads that appeal to a younger generation (my 40-something husband notwithstanding) who want personal lines. And, if the preliminary numbers from A.M. Best Co. are any indication, those spots are working. Read more
Brand Camp Agenda Features: Do It Now, Value of Brand, Marketing Challenge
October 22, 2010 by Charles Wasilewski · Leave a Comment
Aartrijk Brand Camp 2010 kicks off Monday October 25 at The Driskill Hotel, Austin, Texas.
We invite you to follow Brand Camp updates on LinkedIn, Aartrijk’s Facebook page, Twitter (@Aartrijk) using hashtag #ABC2010, and Aartrijk’s blog.
Monday October 25, 2010
First up are the “Do It Now” sessions at 3:30 pm Central Daylight Time (CDT). Bring your problems, dreams, aspirations (large or small). Brand Campers, Counselors, and outside speakers will help you, on the spot. It’s a chance to create or fix key items for your brand. Then comes the welcome reception. Read more
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?
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.
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