mastering the mind of insurance marketing
DESCRIPTION
A primer on mastering the mind of new media opportunities for insurance marketing. This is the first in a series of ten minute lessons.TRANSCRIPT
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
www.bigdoginnovations.com Marketing 3.0 Blueprint
New Media – New Opportunity
It can be integrated and complimentary
and effective.
www.bigdoginnovations.com Marketing 3.0 Blueprint
Trouble Keeping Current?
www.bigdoginnovations.com Marketing 3.0 Blueprint
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
www.bigdoginnovations.com Marketing 3.0 Blueprint
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
www.bigdoginnovations.com Marketing 3.0 Blueprint
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
www.bigdoginnovations.com Marketing 3.0 Blueprint
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
www.bigdoginnovations.com Marketing 3.0 Blueprint
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 [email protected]
Stay on the path… visit my blog and signup for my e-newsletter at http://bigdoginnovations.com/insurance-marketing-blog/