Every year starting in October it’s planning month for our agency. This gives the team plenty of time to put together the marketing plan as part of our overall agency road map by the end of the year. The marketing plan consists of detailed tactical plans for every line of insurance we offer.
In addition, our agency has a marketing operations department that includes, but is not limited to, an Agency Contact Representative (ACR), a technology-driven marketing specialist, and agency concierge, and a third-party outbound caller. The marketing department manages the agency database and all follow-ups.
We believe after 30 years of being in business, having multiple marketing programs in flight is a must. You catch more fish with more lines in the water. However, it is imperative that you don’t get too carried away with how many lines you have in the water. Marketing systems, like all systems, must be consistent and sustainable. Once the system is up and running someone needs to be accountable for top and bottom line results.
Companies spend billions of dollars each year on marketing campaigns and advertisements. The companies we represent are no different. While they focus on keeping the brands we sell in the public eye, it is our responsibility to keep our individual agency’s name in the eyes of our local communities.
Marketing can best be described as creating the opportunity to make a sale. There is internal marketing in which we put programs in place to contact and inform our existing customers, in an effort to sell more product lines within each household. Then there is external marketing, which is intended to expand the reach of your agency and attract new customers. What is the correct balance for your agency between external vs. internal marketing? It all depends on how many households you currently serve. It will be important to implement certain marketing programs immediately while others can be put in place in the future.
Marketing consistency is not always an easy task. In fact, it is probably the hardest practice for a small business owner to do. But as I always say, “Consistency is one of the major keys to success.”
List the current marketing programs your office has in place and rate each one on the level of results achieved. Examine your results and then commit to setting up and managing effective marketing programs for your business.
If you have questions about designing a marketing plan, or are simply ready to take your agency to the next level, check out Troy’s Unleash the Power of Your Agency video training program and workbook.