Insurance Agency Strategic Marketing

Identify key promotional messages to deliver to customers, prospective customers, insurance agency employees and business partners. Key small business public relations tips include pinpointing marketing messages. Create marketing benefit statements that summarize how to drive customers’ perceptions of the insurance agency:

* Marketing Message New Customer Prospects: “ABC Insurance Agency works with A+ or better rated carriers, finding the best policy for your home or business at the best rate, Web access and service with a personal touch.”

* Promotional Message Existing Customers: “You already know that ABC Insurance Agency offers superior homeowners insurance coverage with the best service, but did you know that ABC Insurance Agency has the best rates on car insurance too?”

* Marketing Message Business Partners: “Partnering with ABC Insurance Agency is a real benefit to your employees, at no cost- and no hassle- to you.”

* Promotional Message Insurance Agency Employees: “ABC Agency has a full benefits package and unlimited opportunities to grow and to learn all aspects of the insurance industry.”

After drilling down to key marketing messages, use them in every aspect of the insurance agency’s advertising and promotional campaign. No matter what services and benefits are highlighted, make sure to let customers know about products, service standards and methods of communication again and again, to drive the strategic marketing messages home.

Small Business Public Relations Tips

Use the agency's marketing messages to drive targeted communications and public relations strategies and tactics for the insurance agency. Once the target group for the small business marketing messages has been identified, it's time to start creating a plan of attack for each customer group. The advertising and communications strategies will vary widely based upon the budget and campaign goals, but will probably use some combination of the following: e-mail campaigns, print ads, public relations, collateral materials, newsletters or the Web to market products and services to insurance agency customers.