Tuesday, May 25, 2010

Insurance Agency Marketing and PR


Small business marketing tips help any business promote their products and services. Identify an insurance agency’s marketing and public relations campaign objectives to stay on target. Some questions to ask:

* What will be gained by an insurance agency’s marketing campaign?
* Is the focus on finding new customers or customer retention? Or both?
* What messages should be sent to prospects, customers, business partners and insurance agency employees?

Completing an executive summary, a more complex SWOT (Strengths, Weaknesses, Opportunities and Threats exercise) or compiling competitive intelligence helps small businesses identify their insurance agency’s marketing and public relations objectives and to get agreement on them.
Small Business Marketing Goals

Set concrete marketing and public relations campaign goals for an insurance agency or small business. Agencies may need to change goals later, but this sets checkpoints to review progress throughout the campaign. Here’s a sample marketing campaign goals and objectives statement:

Lisa Nichols' Insurance Agency has a great opportunity to find all-new customers in 2008. It is estimated that there are 10,000 potential, eligible agency customers in our community. The agency anticipates that 1,000 new customers will join the agency by the end of 2008, and that an additional 2,000 customers will be on board by June 2009.

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