instar marketing meeting july 26-29, 2009 mark davis
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TODAY WILL BE A SUCCESS IF WE...
1. Define our verticals2. Know our customers (insurance companies, end users, fire
departments etc.)3. Understand PREP4. Agree on tradeshow participation5. Define our verticals--majors and minors6. Determine organizations to be involved in7. Identify and understand our marketing resources8. Create a “Toolbox” of presentations, case studies and meeting
info with customers, specific to the business. Includes website, collateral, giveaways, etc.
9. Understand our sales pipeline10. Find a way to measure our results
#1 Verticals
DetroitDetroit
LexingtonLexington
NashvilleNashville
AtlantaAtlanta
TampaTampa
Dallas/Ft. Worth
Dallas/Ft. Worth
STAFF NEEDSSTAFF NEEDS
Jim Stanilious
Jim StaniliousNATIONALNATIONAL DIRECTDIRECT
Mark LewisRetail
Mark LewisRetail
Mark ErwinKey AccountsMark Erwin
Key Accounts
Ed RobersonHealthcare,Multifamily
Ed RobersonHealthcare,Multifamily
Zaac NewtonTechnical Services
Zaac NewtonTechnical Services
Angela PillsburyAngela Pillsbury
Kara BonzheimMultifamily,
Key Accounts
Kara BonzheimMultifamily,
Key Accounts
Carrie BroussardTX
Carrie BroussardTX
Terri SmithFL
Terri SmithFL
Mark G.MA
Mark G.MA
Karen ButlerMA
Karen ButlerMA
Tom OllariMA
Tom OllariMA
Marylynne AndersonVA/MD
Marylynne AndersonVA/MD
ManufacturingManufacturing
General IndustriesGeneral
Industries
Financial InstitutionsFinancial
Institutions
EducationEducation
Public EntityPublic Entity
EnergyEnergy
FOCUSFOCUS
Independent Agent/Ins. Agent
Independent Agent/Ins. Agent
Scott PattonMA
Scott PattonMA
Mark GrabowskiMA
Mark GrabowskiMA
#2 Know our customers Fire department, fire investigator (full or part time staff/person who has
been in this business: retired fire chief) EVERY BRANCH/DEPARTMENTSHOULD HAVE A PLAN!
Insurance agents (All State, State Farm (PSP= preferred service provider), Nationwide, Safeco)
Independent of a program. WE NEED SOMEONE DESIGNATED WHO OWNS THIS AREA FOR ALL OF INSTAR.
Insurance/independent companies Independent adjusters Public adjusters Brokers (PREP) Property managers (PREP) Owner/end users/property managers (PREP) Indirect: associations Consultants Building inspectors
BROKERSBB&T (Patton)Rutherford (Roberson)AON (broker for InStar at P&C level)(Davis, Pillsbury, Jim S) Willis (Jim S)Gallagher (InStar broker at benefits level) (DG) (Pillsbury, Davis, Jim S)Marsh (Jim S) (KH)Beecher/Carlson (Jim S) Wells Fargo (Roberson, Jim S, Pillsbury)Hamilton (Roberson)Brown & Brown (Jim S)Lockton (Jim S)
INSURANCE CARRIERSLiberty Int’l (Jim S)Erie (Anderson)Grange Nationwide (Anderson)Liberty Mutual (Erwin)Ohio Casualty (Erwin/Butler)
MontgomerySafecoPeerlessState Farm (Browlow)Hanover (Butler,Patton)All StateCNA (Davis/Jim S.)Zurich (Roberson)Auto Owners (Kip/Graham)
Hartford (Butler/Erwin)USAAHarleysvilleFiremans Fund (Pillsbury/Newton)Lexington
Alpha Alliance Rockingham(Anderson) Frankenmuth (Kip) ICAT (Newton) Ace (Jim S) Ohio Casualty Chartus (AIG) (Jim S.) Cincinnati (Roberson) Gieco Lloyds (Jim S) Travelers (Erwin) XL (Jim S) Factory Mutual EMC (Newton) FM Global (Jim S) CHUBB (Davis, Roberson, Loudon Alpha Alliance Amica (Patton, B. Johns?) Commonwealth (Jim S) Alliance (Davis, Wilson)
INSURANCE ADJUSTERS Senior Relationship Officer assignments
Cunningham/Lindsey (Anderson, Jim S)TM Mayfield (Roberson, Wilson)Crawford Company (Davis, Jim S)York (Lewis, Jim S)Vericlaim (Davis, Patton, Roberson)ICA (Pillsbury)McLarens Young (Davis, Pillsbury, Jim S)Engle Martin (Jim S, Pillsbury) CJW (Pillsbury Wilson)GAB (Erwin)RJM (Reed, Jones & McCoy (Pillsbury, Jim S)LaMarshe (Patton)Charles Taylor
2. Know our customers/End Users Bed Bath & Beyond Polo WalMart Goldman Sacs Home Depot Kohl’s Target Hertz Sears/K Mart (Roberson) McDonalds Best Buy (Lewis) Dollar General BP Costco Weingarten Colliers Int’l Ralph Lauren Starbucks Rite Aid
Kroger's Office Depot SAVA FORBA Methodist Hospital City of Cleveland Riverstone Property Management
3. PREP
What defines a PREP client? Multiple locations Significant square footage Brand recognition High losses CAT exposure Agreed upon T&M schedule Designated InStar representative “owns” the relationship
ADDITIONAL POINTS TO COVER:
Learn how to better communicate as a team internallyLearn how to better communicate to the OPS teamDevelop a “sales pitch”Create a strategic plan for who we marketUnderstand program workPosition our environmental compliance planLearn to communicate our victories AND our lossesCater to and listen to our customersDetermine how to brand InStarUnderstand our market structure
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