sms branding initiative 2008
DESCRIPTION
This PPT includes the very expensive (60K just for the exclusive survey) from Senior Market Sales, Inc. and Senior Market Advisor Magazine. It details the results of an extensive and targeted consumer survey (65+ audience) about their spending and retirement demands. SMS was able to capture exclusive details, based on our own criteria, package that information into an easy to understand "White Paper" format and distribute to its agent base.TRANSCRIPT
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Senior Market Sales, Inc.Corporate BrandingStaying in the Know
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Current Members:Dwane McFerrinChad Carstensen
Robyn ChristensenJC Demiranda
The Branding Committee
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Welcome our new members:Jim SummersKeith KrumreySandy Washa
The Branding Committee
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Our Goal:1. Identify and explain our brand2.To identify and evaluate all outgoing communications3.Provide direction on how to unify and focus communication to maximize brand image
The Branding Committee
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Identify and explain our brand2007 Survey
Results taken from Agents, top MGA’s and employeesKnowledgeable , Resourceful, Integrity, Service & Support
The Branding Committee
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Identify and evaluate alloutgoing communications
VisualMailers, Magazine Ads, Blast Emails, Email Signatures,
Email Templates, etc.
The Branding Committee
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The Branding Committee
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The Branding Committee
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The Branding Committee
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Identify and evaluate alloutgoing communications
Non-VisualPhone Talking Points, Title Changes, Product/Service Education,
Business Philosophy & Mission Statements
SMS is dedicated to helping agents leverage time,make more money
and put their business in a position of distinction.
The Branding Committee
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Provide direction on how to unify and focus communication to maximize brand image
Consistency = CredibilityStaying in the Know
The Branding Committee
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Getting in the KnowAssess financial picture of today’s senior market
Understand how today’s seniors view retirement planning and the role of financial planner/advisor
2008 SMA Senior Survey
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Can you repeat the question?How are you investing in your retirement?
How do you think/worry about money?What is your current financial condition?What is your highest financial priority?
(Over 40 open-ended questions in total)
2008 SMA Senior Survey
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2008 SMA Senior SurveyWhat’s in it for us?
As an exclusive sponsor, SMS designed 3 proprietary questions, focusing on improving its core business.
How would you buy and research Senior Products?
For insurance matters, how do you select an agent?
What insurance features are most important to you?
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Putting it together:Blast Email to SMA Database
(20K email addresses)
CM Email Templates
Ad in July Issue of SMA(60K Circulation)
2008 – 2009 Selling Seasons
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2008 – 2009 Selling Seasons
What are you doing to offer more Part D?Are you aware that we support several carriers that have excellent Part D plans?Did you hear about the guy who sold a millionin Part D?
Example:Nearly 90% of polled seniors thought a prescription drug plans was among the most important insurance attributes.
Putting it together:Use questions and answers to benefit your agents
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2008 – 2009 Selling Seasons
Putting it together:SMS Senior Survey Whitepaper
What’s a Whitepaper?Definition according to Wikipedia:
A white paper is an authoritative report on a major issue, as written by a team of experts; a government report outlining policy; or a short treatise whose
purpose is to educate (contrast position paper) industry customers. It is called white paper because it was originally bound in white.
SMA Survey SummarySMS Senior Survey Whitepaper
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2008 – 2009 Selling Seasons
Putting it together:SMS Senior Market Expo
This August, SMS will sponsor a booth at the biggest Annuity and Insurance event of the year. (Orlando, FL)
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The Take-Away
SMS = Proactive, knowledgeable, resource, committed to the support and service of its agents.
Talk to your TL’s about leveraging survey questions and results.Got an idea? Let’s hear it.
Use the Whitepaper! (properly)It is our intent to drive new blood into the SMS agent pool,
as well as reinvigorate existing agents into selling more successfully this season!