Award Winning Go Booklet

Rising Above
The Rest
Giving New York Life Agents
The Competitive Advantage

GO Name
MP Name

The Company You Keep®

As one of New York Life Insurance Company’s award–winning General
Offices, we know what it takes to succeed at selling insurance and financial
products. We also know that new associates are mostly concerned with
answering the question: “To whom will I sell?”

Fortunately, the steps to success in this career and the answer to that
question have a lot in common. They share the same foundation –
marketing. That’s the process of finding qualified customers to purchase the
products and services you offer.

This booklet introduces you to numerous, proven techniques you can make
part of your customized marketing plan. You will also learn specific
strategies that should work particularly well during your first ninety days,
and techniques for expanding your marketing efforts in the months and
years to follow.

So, whether you’ve had prior sales experience or not, the information in this
booklet will give you the self-confidence and know-how to master the art
of marketing and build a successful, fulfilling and fruitful career with
The Company You Keep®.

Sincerely,

MP Signature

MP Name
Managing Partner
Location General Office

Table of Contents

2 Introduction
3 Getting Started –
N What Is Marketing?
N How Does Marketing Work?
N The Importance Of A Marketing Plan
N How To Create An Effective Marketing Plan
N Marketing Plan Implementation
7 Tools & Resources To Help Build Your Plan
N Warm Sources
N Prospect Marketing
N Local Branding
N Book Of Business Resources
N Field Marketing Support Desk

Introduction

When first entering this business, many people assume the biggest
challenge is making sales. However experienced, successful agents will
tell you the biggest challenge is not making enough sales – but finding
enough people to whom you can offer your products and services.
That’s why you will often hear us say that agents are first and foremost
in the “people finding business.” It’s also why we encourage our agents
to give marketing the highest priority. Through a well thought-out,
strategic marketing plan, you can almost guarantee yourself a steady
supply of prospects and leads: one that is sure to grow your business
and sustain your career for many years to come.

Not a marketing expert?

Not sure how to go about finding a receptive audience
for your services?

Not to worry. Our company has developed a host of effective
marketing programs that can help you identify and cultivate the most
likely markets for your products and services. Better still, we will show
you how to integrate those programs into a comprehensive marketing
plan that capitalizes on your core strengths, while taking maximum
advantage of New York Life’s reputation and resources. A well-
executed marketing plan is truly the “key to your success” as it will
serve as a blueprint you can follow as you start to build your business,
and one that will help keep your career on track as it develops and
matures over time.

2
NEW YORK LIFE – THE COMPANY YOU KEEP

Getting Started

What Is Marketing? Your Markets: With which groups do you
Marketing is one of the most commonly identify? What motivates them and makes
used – and least understood – terms in them unique? What do they need or desire
business today. Many people, even seasoned most? How do they communicate with
business professionals, sometimes confuse each other?
marketing with advertising. Some even
consider it synonymous with sales. Your Products & Services: What do
Marketing is about positioning your business you have to offer each particular target
and products in a way that appeals to, and audience? Why are your products or services
motivates, potential consumers. It is the the right choice for that particular audience?
Marketing is about process of creating opportunity to get in
front of a client or prospect on a consistent Your Message: What do you want the
positioning your
and favorable basis. As such, advertising, audience to do and why should they do it?
business and research, public relations, customer service, How do you adapt your message so that it
and sales – any activity that requires you to resonates with this particular audience?
products in a way communicate and interact with the public How can you differentiate yourself from
falls under the marketing umbrella. the competition?
that appeals to, and
motivates, potential How Does Marketing Work? Your Method: What is the best way to
As the definition above suggests, marketing reach this audience? Has it been tried
consumers. isn’t a single step or function, but an before? What’s the easiest way or preferred
organized process with steps to implement way for the audience to respond?
sustained strategies and tactics. It is a
discipline that seeks to match the right Fortunately, no one expects you to be able to
message to the right audience, and deliver it answer all these questions right away. That’s
in a way that they are most likely to respond. why New York Life has come up with a
quick and easy way to help you get started.
In order to become an effective marketer, As you will see in the following section,
you need to consider the following factors: we’ve created a web-based tool that will show
you how to construct an effective marketing
plan: one that will systematically address
these questions and allow you to take
maximum advantage of all the marketing
experience our company has to offer.

3

The Importance of a When completed and implemented, a
Marketing Plan marketing plan will allow you to identify
A well-written, comprehensive marketing and penetrate appropriate target markets,
plan is the focal point of any successful build lasting client relationships, and
business venture because it describes how position yourself as a valued member of
you, as a business owner, plan to attract and your community.
retain customers. In this respect it is
primarily an organizational tool to help drive
business, and is the basis upon which all How To Create An Effective
other operational and management plans are Marketing Plan
derived. Marketing offers you a wealth of To be effective, a marketing plan must follow
information that, if applied correctly, can a logical path: one that breaks down even
focus your activity and virtually assure your the loftiest ideal into specific, achievable
success over time. tasks. Fortunately, the path has already been
well marked, and the following questions will
An effective marketing plan will help boost help guide you through each and every step:
your sales and increase your profit margins,
which is the goal of every business owner. Vision: What would you like to achieve in
It is a roadmap to success, and as such, care your career over the next 3-5 years? The
and time should be put into its development. marketing plan should provide you an
As you get started, however, recognize that incremental path to a long-term vision,
your plan is a work in progress. You must which you may or may not know at this
be able to convince both prospects and stage of your career. (Be sure you can answer
customers that you can deliver the best that question first, in terms that are brief,
products or services at the best value. You clear and achievable in the foreseeable
must create a level of differentiation between future.) A vision should include a target
you and all the others who sell similar market, a specialty area of business and a
products. This is where the marketing plan geographic territory.
comes into play. There are numerous
advantages you can extract from the Example – Become the premier retirement
marketplace if you know how, and the planning specialist in New Haven, CT,
marketing plan is an excellent tool for working with individuals who have house-
identifying and developing strategies that hold income of 75K+, and are age 50+.
will help you capitalize on these advantages.

4

Goals: What overarching achievements will Tactics: Are defined as specific tasks that
enable you to achieve your vision of success? must be completed in the near-term to
What major initiatives have the power to support implementation of your strategies.
make your vision come true? Three You must decide who will do them, and
suggested categories might be: when they should be completed.
1) Achievement of an appropriate
professional designation, As you can see, the terms used in your
2) A leadership role within a business/
marketing plan run from the high-level
industry organization,
vision to ultra-specific tactics. What makes
3) Targeted involvement within a charity or
New York Life agents so successful is that our
volunteer group. As you can see from the
example below, each goal should suggest a marketing plan process shows you how to
specific way to accomplish your vision. connect both ends of the spectrum. That
way, you won’t waste your valuable time
For Example – Earning my CFP within chasing unachievable goals, or get bogged
18 months. down by busywork that ultimately leads
nowhere. For more information go to
Agency Portal Home Page Resource
Objectives: What specific, measurable Section/Agent Marketing Plan.
results do you hope to achieve in support of
your goals?

For Example – Take a leadership role with
key chamber activities.

Strategies: How will you achieve these
measurable results? What audiences will you
pursue and what techniques will you
employ?

For Example – Develop a relationship as part
of your charitable work with a particular 50+
group in New Haven.

5

Marketing Plan Implementation
Now that you know some of the terms you
will need to build your marketing plan, and
the path that you must follow, it’s time to get
started. One resource you should become
familiar with is the Agent Marketing Plan
Web Tool. This easy-to-use resource gives
you a proven framework upon which to
build your plan. For more information go to
Agency Portal Home Page Resource Section
/Agent Marketing Plan/Web Tool.

An additional resource you will want to
become familiar with is the Marketing
Resource Guide (found on Agency Portal).
This comprehensive guide describes many of
the internal marketing tools and techniques
available to you as an agent. These tools and
techniques are the building blocks that you
will need to assemble your plan and
implement your strategies. For more Once you are familiar with all
information go to Agency Portal Home Page
Resource Section /Agent Marketing the resources at your fingertips,
Plan/Marketing Resource Guide.
the process is fairly simple and
your management team will
be available to guide you all
along the way.

6

Tools & Resources To Help Build Your Plan

If you’re a new agent – or this is your first Project 200: This project is usually the
time building a marketing plan, the first one that new agents employ, and is
remainder of this booklet is dedicated to designed to help develop a base of
giving you a brief overview of the various prospective clients. In essence, the program
tools and techniques you have at helps you create a “name bank” by listing all
your disposal. the people you know and would want to
contact about your services. They may be
Warm Sources friends, relatives, neighbors, friends-of-
Warm sources are very different from friends, former co-workers, fellow volunteers,
prospects you receive in mass marketing and club members, etc. As you might have
general prospecting efforts. The term guessed, the goal is to generate an initial list
“warm” comes from the fact that these of 200 contacts that will grow as you
prospects are generally people you know,
continue to make more contacts in
people with whom you have some natural
the community.
association or people who are familiar with
your services, or you are comfortable calling
upon. Given this heightened affinity and Market Surveys: As the name implies,
recognition, these individuals tend to be this process requires you to conduct a market
receptive to your message. Any appointments survey with five members of your Project 200
and/or referrals that result from them are list. The individuals selected should be
likely to be a positive experience in the sense people with whom you would be most
that you don’t have to sell yourself, only your comfortable asking about their attitudes on
products and services. The following are life insurance and a variety of other financial
specific tools and techniques that can help topics. For example, one of the 16 questions
you to cultivate this particular source. asks: “Which financial areas are of most
concern to you – educating children,
preparing for retirement, etc.” The purpose
of this exercise is threefold: 1) to expose you
to the marketing process, (2) to see how
fact-finding can help give you insight into
consumer mindsets, and (3) give you a
non-intrusive way to collect additional
contacts by asking for other names that
might be willing to help out with a survey.

7

Relationship Marketing System Referral Marketing: Early success as an
(RMS): RMS is designed as an easy, low- agent is contingent upon realizing that your
pressure way to contact members of your natural market of friends, relatives and other
natural market (warm sources) and generate acquaintances cannot sustain you throughout
interest in an appointment. This free pro- your career. Eventually your “Project 200”
gram lets you send personalized, professional name bank will run dry and that’s why it’s so
mailings to every member of your Project important that you learn the value of
200 list (or up to 200 other contacts). These expanding your reach early on. For many,
mailings consist of an introductory letter and one of the most cost-effective and
follow-up postcard, each designed to reliable sources of new prospects is referral
announce your employment with New York marketing. This technique requires that you
Life and prepare the recipient for your fol- have a strong understanding of the value you
low-up phone call. By recognizing the fact bring to others. When you understand this,
that you already have a relationship with you can confidently ask for referrals, or
these individuals and treating them accord- better yet, personal introductions to others.
ingly, RMS actually strengthens existing rela- In so doing, you are effectively taking the
tionships by reinforcing your desire to help credibility you have built up with one person
and positioning you as a valuable resource. and transferring it to another. The key to
For more information go to Agency Portal success is earning the right to ask for the
Home Page Resource Section/Agent referral by demonstrating your
Marketing Plans/Prospecting professionalism, trustworthiness, and
Tools/Relationship Marketing System. concern for the well-being of others.

Once you have established yourself in this
way, referrals/personal introductions become
easier to obtain. And to make this process
even easier, New York Life has developed
several effective referral-gathering techniques,
including the List Presentation Technique,
Mailing List Approach, and the Ideal Client
Profile. Be sure to ask your manager/trainer
for information on each of these proven
methods. For more information go to
/Agent Marketing Plan/Marketing Resource
Guide/Warm Leads/Referred Leads And
Personal Introductions.

8

Personal Observation: Personal Center Of Influence Marketing:
observation is the art of having your Chances are you’ve heard the expression:
“receiver” on at all times and to be “Sometimes it’s not what you know, but who
pro-actively looking for opportunities to you know.” That’s what Center of Influence
introduce your services. This technique is Marketing is all about: cultivating and
something you can practice every hour of the maximizing relationships with people who
day and develop over time – especially as you are in a position to have a profound impact
become more familiar with the various needs
on your career. A Center of Influence (CI) is
our products fulfill. While it sounds simple,
someone who knows, and is in contact with,
it takes a trained eye to view everyday events
many other people through social, political,
as unique relationship building and sales
opportunities. For example: a storefront religious or business affiliations. More
sign that says “Under New Ownership” gives importantly, the CI is usually a leader or
you the perfect opportunity to send a respected individual with influence over the
welcome note or drop in, offer people with whom he/she is in contact.
congratulations and briefly introduce your Lastly, a CI is someone who likes you,
services. For more information go to Agency respects you and wants to help you succeed.
Portal Home Page Resource Section/Agent As a result, your relationship to a CI can be
Marketing Plan/Marketing Resource one of your most powerful marketing assets,
Guide/Warm Leads/Personal Observations. and their endorsement can help pave the way
to an incredibly productive career. For more
Networking: Like Referral Marketing, information go to Agency Portal Home Page
networking is a very effective way (on Resource Section /Agent Marketing
multiple fronts) to develop new prospects Plan/Marketing Resource Guide/Warm
and contacts. This valuable prospecting tool Leads/Centers Of Influence.
works one of two ways: 1) you rely on the
credibility of the group to gain access to its
members, or 2) you rely on the credibility of
a member to gain access to the group. The
first technique assumes that you are already a
member of the club, business association, Chances are you’ve heard the
civic group, etc., while the second assumes
that you are an outsider, known only to a expression: “Sometimes it’s
select few. This technique is tremendously
effective either way, and the number of not what you know, but who
people you can meet via networking is
virtually limitless. For more information go you know.”
to Agency Portal Home Page Resource
Section /Agent Marketing Plan/Marketing
Resource Guide/Warm Leads/Networking.

9

Prospect Marketing such as small business owners or parents who
As an agent, you can’t afford to overlook the are worried about saving/paying for college.
importance of Prospect Marketing. By using Rest assured, New York Life has a program
proven mass marketing techniques such as that can help you match the right approach
direct mail, print advertising, and e-mail, letter, with the right audience.
you can uncover a host of productive new
markets, expand your book of business, and The Life Event Leads Program: We
generate a steady flow of names. Best of all, know that there are times when people are
New York Life has already done much of the more likely to purchase life insurance than
groundwork by assembling a variety of others. In most cases, these selling
prospect marketing tools and resources that opportunities revolve around major life
have proven to create interest among a wide events such as the birth of a new child or the
range of audiences. For more information purchase of a new home. Accordingly, New
go to Agency Portal Home Page Resource York Life has created a direct mail program
Section /Agent Marketing Plan/ that automatically sends prospect letters to
Prospecting Tools. new parents and new homeowners in your
area every week. Letters are delivered to
Direct Mail: While direct mail has always those counties your management team has
had its place in the marketing mix, this selected. All responses are recorded by our
medium has undergone a rebirth given the Sales & Support Marketing Team, and sent
rising cost of traditional advertising and the to your office within 24 hours of receipt so
advent of ‘Do Not Call’ lists. Direct mail that you can follow up as quickly as possible.
can save you time and money by offering an Best of all, there are no up-front marketing
efficient way to contact large numbers of costs – you only pay for the leads you
prospects and determine their level of receive. For more information go to Agency
interest in your services. As such, the first Portal Home Page Resource Section /Sales &
step for a successful direct mail program is to Marketing/Lead Generation/Prospecting
determine the market you wish to target. Programs & Campaigns/Life Event
Leads Program.
Generally speaking, you will want to target
individuals that have recently experienced
some kind of important life event such as the
birth or adoption of a child, the purchase of
a new home, or entering retirement. You
may also want to contact groups with whom
you have some common ground or interests,

10

Turnkey Marketing Strategies And Because New York Life recognizes the
Tactics: The Marketing Strategies & Tactics importance of the small business market, we
found within the Agent Marketing Plan Tool have assembled a variety of resources to help
are complete turnkey programs allowing you identify and contact local entrepreneurs.
agents to prospect and get in front of their We also offer a Small Business ToolKit that
target market. Each Strategy & Tactic lets you conduct a do-it-yourself marketing
contains a program description as well as a program at virtually no cost. The materials
checklist/work plan of the tasks to be
in this kit are designed to promote four key
completed to ensure that the program runs
strategies: (1) The Value of Life Insurance;
smoothly. Additionally, we have included
(2) The 401(k) Sale; (3) Retirement
compliance approved promotional material
such as flyers and/or posters, letters, invita- Planning; and (4) The 401(k) Pivot Sale to
tions and ad boxes that can be downloaded Life. For more information go to Agency
and used with Emerald websites. If you're Portal Home Page Resource Section /Agent
looking to build your brand recognition in Marketing Plan/Prospecting Tools/Small
your community, the Marketing Strategies & Business Marketing.
Tactics section on the Agent Marketing Plan
page can help you do just that. For more
Resource Section/Agent Marketing
Plan/Agent Marketing Plan Web Tool.

Small Business Marketing: Small
Businesses are a valuable market for most
New York Life agents. Why? It’s simple:
small business owners need our products to
protect key employees, increase retention,
transfer ownership, and provide valuable
security for their families. Plus, small
businesses are often more accessible than
large corporations, so it’s easier to build a
relationship. Small Businesses are also more
likely to have you conduct lunchtime
seminars and education programs as a
value-added benefit to employees. Best of
all, when a small business grows, your
business is likely to grow right along with it!

11

Upromise: While New York Life does an e-Relationship.com: One of the most
excellent job of marketing its products and effective e-mail prospecting tools available to
services, there are times when the company New York Life agents is e-Relationship.com,
will enter into co-marketing agreements with a product created and provided by Identity
other leading organizations to leverage their Branding, Inc. This automated, web-based
brand and customers for potential business. system makes it easy to connect with both
These agreements are mutually beneficial clients and prospects by electronically
because they allow both parties to enjoy sending storyboards, financial articles, e-cards
increased credibility, access to new markets, and a variety of other compliance-approved
and the ability to share new services. communications. One notable feature is the
ability to schedule your communications, so
The Upromise relationship is particularly you never have to worry about missing an
valuable to agents because it is a free service important date. In addition, each
that helps families earn, save and pay for personalized message you send helps you
college. Every time one of your clients build relationships with your clients and
purchases and registers an eligible product, gives prospects more information about your
New York Life will make a deposit ($25 for services. For more information go to Agency
each eligible life policy*; $40 for each eligible Portal Home Page Resource Section /Agent
annuity contract*) into their Upromise Marketing Plan/Prospecting Tools/
savings account. Since college funding is a e-Relationship.
topic that appeals to a vast number of
American households, this program makes it
easy to schedule appointments, share infor-
mation about this unique value-added service
and discuss how you can help fill the college
savings gap. For more information go to
/Agent Marketing Plan/Prospecting
Tools/Upromise.

*Variable products are offered through NYLIFE Securities
LLC Registered Representatives

12

First Research: New York Life has teamed LifeFolio: LifeFolio is a simple, straightfor-
up with First Research, the leader in industry ward filing system that helps prospects and
intelligence for sales professionals, to help clients organize their important financial and
you market your services to small business personal documents. Distributed exclusively
owners, their key employees or virtually through New York Life agents, this unique
anyone working in one of 300 industries. document filing system is comprised of the
Through First Research, you enjoy free and following elements:
unlimited access to a web-based resource that
makes it easy for you to research and under-
N LifeFolio Flyer
stand the issues impacting business owners
N Dividers (24)
today. More importantly, it will also help
you get a better understanding of each N Six Steps To Organizing Your Life with
particular business, and to offer targeted, New York Life’s LifeFolio System
meaningful solutions. As a result, First N LifeFolio Checklist (Editable & Annotated
Research can help you open more doors, close versions are on Agency Portal)
more deals, and position yourself as a trusted N Family Tree Worksheet (Client & Agent
financial advisor, rather than an insurance Versions)
salesperson. For more information go to N Sample Letter to Executor/Executrix
Agency Portal Home Page Resource Section N A Death in the Family Brochure
/Agent Marketing Plan/Prospecting N LifeFolio Prospecting and Referral Letters
Tools/First Research. N Adding Family Members to Client
Relationships with LifeFolio (Training
PowerPoint)
N Organize Your Life (Consumer
PowerPoint)

In addition to making documents accessible
to the owner, this system also makes sure
that anyone else who needs to find them,
such as a beneficiary or executor, will have
specific instructions on how to do so. Given
the benefits LifeFolio offers, it is a great way
to establish yourself as a valued resource,
engage prospects and clients in a meaningful
discussion about their needs, and to possibly
generate referral opportunities with family
members, beneficiaries, executors and other
named parties. For more information go to
Agency Portal Home Page Resource
Section/Agent Marketing Plan/Prospecting
Tools/LifeFolio.

13

Local Branding As a result, we have created an online library
Local branding is the process of building of Compliance-approved templates you can
awareness about you and your services in download any time you like, each
the community. By using advertising, professionally designed and ready for your
public relations, community events and personalization. One of the most popular
sponsorships, you can leverage the power of and cost-effective is a tri-fold brochure that
New York Life’s corporate brand, and tells prospective clients a bit more about you,
position yourself as a local “franchise.” In (your education, experiences, achievements,
addition to building awareness and etc.) and shares information about New York
credibility, local branding also demonstrates Life as well. For more information go to
that you have made a serious and lasting Agency Portal Home Page Resource
commitment to your market, and that you Section/Sales & Marketing/Marketing
have a vested interest in the success of your Resource Center/Client Pieces And
community. For more information go to Promotional Tools/Compliance-Approved
Agency Portal Home Page Resource Brochures.
Section/Agent Marketing Plan/
Local Branding.

To support your local branding efforts,
New York Life has created a number of
resources such as personal websites,
personalized client newsletters, door hangers,
print advertisements – as well as all the other
resources listed in this section.

Agent Brochures: Brochures are one of
New York Life’s most popular marketing
tools. That’s because they are versatile, easy
to produce – and most important of all –
able to convey a host of information in a
relatively small space. You can use brochures
in a variety of ways; as handouts, display
take-a-ways, presentation tools, and support
material for direct mail campaigns.

14

Business Card Ads: Advertising is an with absolutely no cost. For more
essential element of any successful business – information go to Agency Portal Home Page
large or small. As an agent, you naturally Resource Section/Agent Marketing
benefit from New York Life’s national and Plan/Local Branding/Business Cards,
regional advertising campaigns. However, Letterhead & Envelopes.
there are many reasons why you might want
to incorporate advertising into your local Market Yourself In The Community:
branding efforts: Given the importance of local branding to
your success, New York Life has developed
N Excellent supplement to your other four pre-packaged, turnkey marketing kits
marketing and prospecting initiatives. that make it easy to stage your own
N Enables you to reach many prospects at community-based events and create a “buzz”
one time. about your business:
N Enhances your presence in the
community and makes your business look N Grand Opening/Special Event Kit
strong and vital. N Local Marketing & Branding Kit
N Builds awareness and establishes N Local Event Sponsorship
credibility. N Billboard Marketing
There are many types of ads from which to
With these kits, you have access to an entire
choose, however one of the most versatile
and least expensive is business card-size library of resources that are dedicated to
advertising. Business card-size ads are small, enhancing your visibility and promoting
typically 3.5” x 2“ advertisements with the brand awareness on the local level. All four
same general layout and content as a business kits are conveniently located under the
card (containing your name, title, photo and Market Yourself In The Community link on
contact information.) Business card-size Agency Portal, and there is absolutely no cost
advertisements are handy because their to access these resources. For more
compact size fits almost any publication, and information go to Agency Portal Home Page
are easy to reproduce since there is no Resource Section/Sales & Marketing/
artwork or other complex graphic elements. Marketing Resource Center/Marketing
That combination makes them perfect for Yourself In The Community.
church bulletins, local newspapers, school
programs – virtually any local print
publication. Since this type of ad has proven
so popular, the Agency Portal features a pair
of templates that you can download and use
to create your own business-card size ads –

15

Ghostwritten Articles: The New York Seminar Marketing: Seminar marketing
Life Ghostwriting Program gives you access to can be a powerful branding and prospecting
a series of informational/educational articles tool. When done properly, it instantly
that you can submit to local newspaper, establishes you as an authority in the mind
magazine, and website editors under your of your audience; allows you to deliver a
own name. That’s right, it’s your article so compelling, targeted message; and helps you
you get the byline and all the credit. The capitalize on the enthusiasm and momentum
articles are written by professional staff generated in a group environment. Given
writers and cover a variety of insurance and the success and popularity of seminar
financial topics such as “Is Your Business marketing, New York Life has assembled a
Really Protected?” and “Getting the Most host of tools and resources to help make
Out of Your Pension.” What’s more, these this technique as simple and cost-effective
articles have already been approved by as possible.
Compliance (SMRU) so you don’t have to
submit any paperwork or wait for permission Through our Seminar Resource Guide on
to use them. The program is a wonderful – Agency Portal, you can find sample
and free – way to gain exposure, demonstrate invitations, effective presentation techniques,
your expertise, and position yourself as a information on target audiences, and of
valued community resource. For more course, approved presentations that you can
information go to Agency Portal Home Page deliver to groups such as the Rotary Club,
Resource Section/Agent Marketing Plan/ the local Chamber of Commerce, school and
Local Branding/Ghostwritten Articles. community associations, etc. Seminars range
from providing basic product information
(e.g. “What You Should Know About Buying
Life Insurance”) to value-added, life focused
concerns (e.g. “Raising Financially
Responsible Children”) to more advanced
concepts such as estate planning. By taking
advantage of these resources, you will be able
to provide a valuable community service and
uncover a host of new business opportunities
– with a minimum investment of time and
money. For more information go to Agency
Portal Home Page Resource Section/Agent
Marketing Plan/Local Branding/Seminar
Resource Guide.

16

Book of Business Resources Knowing how vital client marketing can be
As an agent, you realize that every client is to your success and longevity, New York Life
important. That’s because each name that has developed the following book of business
appears in your Book of Business represents a resources available to our agents: Book of
substantial investment … an investment of Business Profiles - Agents with a sizeable
your time, money, and considerable talent. Book of Business can order a Book of
Business Profile that segments, identifies and
To protect your investment – and make sure provides strategies to capitalize on potential
it pays the long-term dividends you deserve – opportunities within their book. It can be
you will want to develop an effective, easily ordered from the Agent Marketing
planned, client Book of Business marketing Plan web tool. For more information go to
strategy. Ideally, this strategy should Agency Portal Home Page Resource
incorporate multiple contact points (birth-
Section/Agent Marketing Plan/Agent
days, policy anniversaries, etc.); a variety of
Marketing Plan Web Tool.
media (direct mail, telephone, e-mail); and
convey a variety of messages (customer
appreciation, product information, sales
opportunities etc.). By generating a steady
stream of personalized communications, you
can be sure that your customers will always
feel valued, and that you will remain “top-of-
mind” whenever they need additional
services. For more information go to Agency
Portal Home Page Resource Section/Agent
Marketing Plan/Book of Business.

Here are just a few of the other benefits that
planned Book of Business marketing can
provide:

N Stronger Client Relationships
N Increased Cross-Selling & Commissions
N More Referrals
N Less Client Turnover
N Reduced Prospecting Costs
N Improved Productivity

17

Client Marketing Program (CMP): Field Target Marketing: As mentioned
The Client Marketing Program is an effective, earlier, the key to successful marketing is
affordable way to let your clients know you matching the right message to the right
are thinking about them – and to make sure audience. Field Target Marketing makes this
they are thinking about you too. This easy by helping you identify specific
program lets you send personalized direct audiences (segments) within your Book of
mail letters, informative newsletters, and Business, and giving you the tools you need
Hallmark greeting cards to your entire book to create your own turnkey marketing
of business or select clients. Direct mail campaigns. With Field Target Marketing,
letters are delivered three times a year, and you control the entire process from start to
you can choose from a variety of topics such finish. You can segment clients based on a
as college funding, estate planning, business variety of criteria, generate mail lists, print
succession, and more. You also have your compliance-approved letters, and download
choice of three highly targeted newsletters: telemarketing scripts – all from the
INtouch for young families and middle convenience of your office computer. You
markets, INtouch Gold for seniors, and should be able to create a FREE, do-it-your-
INbusiness for entrepreneurs and small self life insurance, annuity, long-term care
business owners. insurance or general interest campaign with
ease. For more information go to Agency
The newsletters, which are also mailed three Portal Home Page Resource Section/Agent
times a year, include your photo, contact Marketing Plan/Book Of Business/Field
information, and a personalized message in Target Marketing.
the masthead. And for those special
occasions when you want your customers
to know you care, you can also order
personalized Hallmark greeting cards to be
delivered on select holidays. That’s three
valuable services in one convenient program,
and a sure way to get the most out of every
client relationship. For more information go
to Agency Portal Home Page Resource
Section/Agent Marketing Plan/Book Of
Business/Client Marketing Program.

18

Long-Term Care Print On Demand Building A Fortune 100 Company,
(POD): This free marketing service makes it One Career At A Time
easy for licensed agents to order a host of As you can see, New York Life is dedicated to
valuable LTCi materials, including: the success of our agents, and heavily
invested in our career agency system. By
N Postcards, Letters and Mailers giving you the tools to develop and
N Brochures and Concept Papers implement an effective marketing plan, we
N Seminar Invitations are putting “the key to success” at your
N Automated Wave Mailings fingertips and helping insure the growth of
N Direct Mail Letters with Business your business. Best of all, this booklet just
Reply Cards scratches the surface when it comes to the
resources available to you as a New York Life
Many of these items can be personalized agent. Check with your manager for the
with your contact information. LTC POD most up-to-date programs and services, and
materials can be sent directly to clients and start laying the foundation for a lifelong
prospects, or delivered to your office for career. We wish you the best of luck, and
handouts, displays, personal mailings or any look forward to being your partner for Life.
other promotional need. For more
Resource Section/Agent Marketing
Plan/Book Of Business/Long-Term Care
Print On Demand.

New York Life is dedicated to
the success of our agents, and
heavily invested in our career
agency system.

19

Portal Link Reference Guide

Topic Agency Portal Location

Agent Marketing Plans Agency Portal Home Page Resource Section/
Agent Marketing Plan

Marketing Resource Guide Agency Portal Home Page Resource Section/Agent
Marketing Plan/Marketing Resource Guide

Relationship Marketing System Agency Portal Home Page Resource Section/Agent
Marketing Plans/Prospecting Tools/Relationship
Marketing System

Referral Marketing Agency Portal Home Page Resource Section/Agent
Marketing Plan/Marketing Resource Guide/Warm
Leads/Referred Leads And Personal Introductions

Personal Observations Agency Portal Home Page Resource Section/Agent
Leads/Personal Observations

Networking Agency Portal Home Page Resource Section/Agent
Leads/Networking

Centers Of Influence Agency Portal Home Page Resource Section/Agent
Leads/Centers Of Influence

Prospect Marketing Agency Portal Home Page Resource Section/Agent
Marketing Plan/Prospecting Tools

Life Event Leads Program Agency Portal Home Page Resource Section/
Sales & Marketing/Lead Generation/Prospecting
Programs & Campaigns/Life Event Leads Program

Turnkey Marketing Strategies & Tactics Agency Portal Home Page Resource Section/Agent
Marketing Plan/Agent Marketing Plan Web Tool

Small Business Marketing Agency Portal Home Page Resource Section/Agent
Marketing Plan/Prospecting Tools/Small Business
Marketing

Upromise Agency Portal Home Page Resource Section/Agent
Marketing Plan/Prospecting Tools/Upromise

Topic Agency Portal Location

e-Relationship.com Agency Portal Home Page Resource Section/Agent
Marketing Plan/Prospecting Tools/e-Relationship

First Research Agency Portal Home Page Resource Section/Agent
Marketing Plan/Prospecting Tools/First Research

LifeFolio Agency Portal Home Page Resource Section/Agent
Marketing Plan/Prospecting Tools/LifeFolio

Local Branding Agency Portal Home Page Resource Section/Agent
Marketing Plan/Local Branding

Agent Brochures Agency Portal Home Page Resource Section/Sales &
Marketing/Marketing Resource Center/Client Pieces
And Promotional Tools/ Compliance-Approved
Brochures

Business Card Ads Agency Portal Home Page Resource Section/Agent
Marketing Plan/Local Branding/Business Cards,
Letterheads & Envelopes

Marketing Yourself In The Community Agency Portal Home Page Resource Section/Sales &
Marketing/Marketing Resource Center/Marketing
Yourself In The Community

Ghostwritten Articles Agency Portal Home Page Resource Section/Agent
Marketing Plan/Local Branding/Ghostwritten Articles

Seminar Marketing Agency Portal Home Page Resource Section/Agent
Marketing Plan/Local Branding/Seminar Resource
Guide

Book Of Business Resources Agency Portal Home Page Resource Section/Agent
Marketing Plan/Book of Business

Book Of Business Profiles Agency Portal Home Page Resource Section/Agent
Marketing Plan/Agent Marketing Plan Web Tool

Client Marketing Program Agency Portal Home Page Resource Section/Agent
Marketing Plan/Book Of Business/Client Marketing
Program

Field Target Marketing Agency Portal Home Page Resource Section/Agent
Marketing Plan/Book Of Business/Field Target
Marketing

Long Term Care Print On Demand Agency Portal Home Page Resource Section /Agent
(POD) Marketing Plan/Book Of Business/Long-Term Care
Print On Demand

00384347 CV 11/10
AGY-472


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