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Behave Yourself

May 10, 2011 by · 1 Comment 

Is Censorship Working In the Insurance Trade Media?The insurance trade media has been wracked by change. The past 10 years have seen collapsing print ad sales, declining editorial staff numbers, industry consolidation, and the advent of social networking sites where information is shared directly, person to person.

But this resilient sector of the insurance industry continues to sprout new buds, even fully blooming new meadows of information:

  • Trade media outlet InsuranceJournal.com has made a big push into video for several years. (Disclosure: Aartrijk’s senior team members host a regular podcast on InsuranceJournal.tv.)
  • In the past several months, another insurance publishing firm launched the new PropertyCasualty360.com portal and the BenefitsPro.com portal.
  • Digital editions of magazines such as Best’s Review and Rough Notes are delivering a magazine-like look with Web-like searchability.

This whole reinvigoration of the insurance trade press has roots in editors such as Sam Friedman (now-former editor of National Underwriter Property & Casualty) reinventing the traditional editors’ column as a blog.
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The Agent of the Future – Today

November 16, 2010 by · 2 Comments 

Peter and I host the “On Point” podcast for Insurance Journal. Over the past year, we have had the opportunity to talk with several smart, creative and talented young independent agents including Rick Dinger, Ryan Hanley, Chris Jordan, Jason Cass and Linda Rey. I have been fascinated listening to these independent agents talk about our industry and how they are doing business. In my opinion, they are redefining and reinventing the traditional agency model – they represent a new generation of agent.

They are using technology and social media to build relationships and communicate subject matter expertise, differentiate their brand and grow their business. Collectively this group has built virtual offices and produced informative, creative and occasionally outrageous videos. They have been industry leaders when it comes to blogging and effective use of Twitter, Facebook,  Linkedin and YouTube. While protecting client’s assets is serious business for these agents insurance is also fun. Read more

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

August 9, 2010 by · 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.

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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 · 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.

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