mastering the mind of insurance marketing

MASTERING INSURANCE NEW MEDIAMARKETING CHAPTER ONE – PRIMER

TEN MINUTES TO A NEW UNDERSTANDING

BIG DOG INNOVATIONPHIL LARSON

www.bigdoginnovations.com Marketing 3.0 Blueprint

Complexity?

It is not as easy as some make it seem. Neither is it as difficult as it appears. You need the right guides along the path to get you where you need to be. You need to be on the path.

www.bigdoginnovations.com Marketing 3.0 Blueprint

You don’t have to change. Survival is not mandatory.

Edward Deming

www.bigdoginnovations.com Marketing 3.0 Blueprint

Changed Communications

World Changes in media formats and

electronic devices of all types affect both our viewing/research/purchase/& participation habits Commodity and complicated sales are

both affected Commensurately, new opportunities

exist for how we initiate and engage in the selling process

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New Media – New Opportunity

It can be integrated and complimentary

and effective.

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Trouble Keeping Current?

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Winning is Simple (but not easy)

When an agency plays its cards right it can dramatically impact sales results of individual agents in terms of: Quality of leads Increased conversion rates Lowered costs per conversion Retention of business already on

the books Loyalty when an existing customer’s

needs change Adapting to new technologies

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Three Keys - Attributes of “New Media Marketing”

1. The ability to “increase instances of dialogue” in your outreach or engagement efforts

2. These instances are media agnostic; it can be traditional media such as mailers or advertisements, online-based such as web and email, social media, and mobile marketing

3. And on the basis of having established dialogue (usually via online landing pages or mobile pages) your ability to “capture the dialogue” and “nurture the opportunities” accordingly to push them closer to the end of your sales funnels

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Flexibility of “New Media” Marketing Practices

These capabilities (dialogue capture and relevant scalable “nurturing”) can support all stages of the sales and marketing process including: Lead generation New market entry Opportunity nurturing or “incubation” On-boarding or welcoming new or renewing

customers Cross selling customers Loyalty/Retention/Renewal efforts Referral acquisition

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How To Do It…..

Your chief marketer should be made aware of these capabilities. Is that you? Is that each agent? Is that a team? Is that ______?

And you should be getting better results in lead quality, renewals, referrals, and new product sales to existing clients.

The next slide is a sample “Strategy Worksheet” or a compass that can help your organization start the four-staged process of developing your new media marketing plan

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STRETCHED?Understand..This is a journey not a new program or

a single step.www.bigdoginnovations.com

Marketing 3.0 Blueprint

www.bigdoginnovations.com Marketing 3.0 Blueprint

All Boats Rise With The Tides

We didn’t create “the change in barometric pressure”- the internet, new media platforms, the ability for traditional media to be “optimized” and marketing technologies/logistics all converged to create the perfect storm

If you’d like more information on how to best use the “Strategy Worksheet” to your company’s advantage or for more details on the four stages of new media marketing planning and implementation

Questions? Call or email me at 405 388-8037 and plarson@bigdoginnovations.com

Stay on the path… visit my blog and signup for my e-newsletter at http://bigdoginnovations.com/insurance-marketing-blog/