The document discusses the transformation of agency marketing, emphasizing the importance of a sales culture and a focus on specialty business for higher profitability and growth. It highlights the adoption of technology and strategic marketing systems as crucial for agency success, while providing insights into effective opportunity and campaign management. The text also notes potential legal considerations around payment processing in the insurance industry.

1. Transformation In Agency MarketingSteve AndersonThe Anderson Network, Inc.

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3. Sales Culture = Higher Value“A sales culture is the most valuable attribute an agency can possess. Since agencies with a true sales culture find a way to grow even in the worst of markets, they consistently command the highest valuation multiples in the marketplace. Investors demand growth – and will do what it takes to acquire firms that can grow regardless of market conditions.”Kevin Stipe, Regan Consulting (NU 1/2008)

4. Specialty Business is King“Savvy agents have capitalized on this trend [toward specialty business] by focusing on a particular industry and then delivering customized knowledge, service and products to customers within that industry. Agents [have] achieved higher hit ratios on new business, had better account retention on renewals, and often generated higher profits in their specialty business than in their general business.Kevin Stipe, Regan Consulting (NU 1/2008)

5. Specialty Business worth more“What is newsworthy is how much more buyers are willing to pay for specialty business than general business. By our calculations, a block of specialty business is frequently valued at 25%-50% more than a comparably sized block of general business, since it is more profitable and can be projected to grow more quickly.”Kevin Stipe, Regan Consulting (NU 1/2008)

6. “Unleashing employee productivity has been a key driver of agency value growth over the past decade, and will continue to be so. Does your agency have a strategy for increasing productivity?”Kevin Stipe, Reagan Consulting, Inc.,

7. “In our experience, it all starts with your producers. If you’ve developed a sales culture in which your producers are relentlessly building (not simply maintaining) their portfolio of customers, then employee productivity will inevitably follow. And growth in your agency’s value won’t be far behind.”Kevin Stipe, Regan Consulting

8. We are now at the dawn of a profound technology-driven transformation that will make the changes we have experienced over the past 25 years seem small and slow. We are about to transform how we sell, market, communicate, collaborate, innovate, watch TV, learn and, as you might guess, much more. Daniel Burrus -- January 2009

9. Where do you surf?

10. Online Auto Quotes32.132.4

11. Online Auto Quotes2.32.2

12. 12

13. 13Purchased off-line?

14. Why Local Agent?

15. What are people buying online?Small CommercialBOPAutoWCUmbrellaPersonal LinesAutoHomeDUIMotorcycleOther ProductsLifeHealthTravelPetEvent

16. Steps to SuccessUnderstand customers wants & needs Technology = Strategic advantageUse technology to support marketing & salesDon’t let technology overshadow salesCreate marketing “systems”

17. Successful Internet MarketingNiche focusProvide lots of informationOffer easy quoteEasy payment & policy issueAllows larger geographic reach

18. Different Faces of Internet MarketingSingle Purpose Web sitesE-mail MarketingTraditional MarketingSearch Engine Optimization (SEO)

19. The CompetitionOnline Quote SitesLead AggregatorsDirect WritersOther Agents

20. Your Agency Web Site(s)What is the purpose?Multiple sitesMain Customer Service siteMultiple marketing sitesDifferent site for each market focus“Single Purpose Site”Niche focused

21. Types of Single Purpose SitesSimple Lead GenerationProvide indication of priceBindable quote & Issue

22. Single Purpose Web SiteLimited FocusLimited pagesFocused InformationLimited choicesSpecific call to actionPre-qualify prospectsAutomatic follow upQuoting process

23. PizzaPA

25. E-mail follow up

26. Example Agency Marketing WebsitesInsureNJContractors.comBoardroomstrategies.comCondowrap.comCharterSchoolInsurance.comNYRestaurantInsurance.com

27. A Successful Marketing SystemProspect ManagementOpportunity ManagementCampaign ManagementSubmission ManagementResults Management

28. Agency Marketing TechnologyGo to: RoughNotes.comSearch for “Steve Anderson”6 different columns on this topic

29. Finding Prospect InformationInfoUSA.com (ReferenceUSA.com)Thomas Register (www.thomasregister.com)Hoovers.comwww.melissadata.comRiskMeter.comGoogle (www.google.com)

30. Finding People informationZoomInfo.comFindMeOn.comPeekYou.comSpock.comGoogle.com

31. Financial Service ProspectingFreeERISA.comNorvax.com

32. Web Lead AggregatorsNetQuote.comInsureMe.comiBank.comHomeTownQuotes.com

33. State & Local GovernmentLicense databaseReal Estate informationNetrOnline.comZillow.com

35. Data Lister States

36. Using Social Media - OverviewOnline community of mutual interestNot about publishing or broadcastingAll about InteractivityMulti-media heavy

37. Social Networking ExamplesFaceBook.comLinkedin.comTwitterCraigsList.comEons.comMySpace.com

38. Create a Facebook Adwww.SteveAnderson.com38

39. Facebook Ad Results39

40. Using LinkedIn EffectivelySet up ProfileConnect with othersJoin relevant GroupsAnswer questions

41. Using BlogsFrom the Press Box -- property-casualty.comFrom Where I Sit -- michaelhyatt.com/fromwhereisitInsurance Scrawl -- insurancescrawl.comInsurance Buzzer -- insurancebuzzer.com

42. How can prospects find you?Internet searchTraditional marketingOther

43. Web searching

44. 10 Simple Steps to increase “Findability”Internal Steps:Web DesignCreate a Site MapPay attention to Page TitlesPay attention to Page HeadingsPictures & other images

45. 10 Easy Steps External Steps:Add to Google MapsAds for reviewsGet listed in other directoriesUse Insurance company websitesStart doing something today!

46. Google Local Business

47. Using video on your web sitePersonalize the siteCreate connectionProvide informationIt’s easier than you thinkIdeasClient testimonialsWeb site introductionKey benefits

48. Create Custom TrainingNew Employee OrientationNew Employee TrainingCustom Software TrainingVisual Procedure GuideClient Coverage Explanations

49. YouTubeCrescenta Valley Insurance “TV” Ad

50. Flip Video

51. Video Creation ToolsScreen ShotsSnagit (TechSmith.com) ExampleWeb RecordingCamtasia (TechSmith.com)Captivate (Adobe.com)Live VideoMicrosoft MovieMaker (Microsoft.com)Visual Communicator v3 (Adobe.com)

52. EyeJotwww.eyejot.com

53. Opportunity ManagementOpportunity Management is the process of qualifying a prospect and assessing what it will take for you to close the deal.

54. Key QuestionsIs this a real opportunity?Will we be competitive?Can we win the deal?Do we really want it?

55. Opportunity ManagementTrack key indicatorsGrade prospect qualityDetermine what to work & when

56. Campaign ManagementBuild relationshipsDefine the marketing processSystematize the processManaged by internal staff

57. Marketing Flow

58. Long Term Wait

59. Submission ManagementCreating submissionsDelivering submissionsTrack submission status Track submission results

60. Delivering SubmissionsPrint & MailPDF email attachmentsWeb site linksDelivery servicesYouSendIt.comSendThisFile.com

61. Results ManagementAgency resultsRevenue goalsExpense goalsProducer resultsProducer Goal Setting WorksheetOn track?Business Partner resultsSubmission tracking

62. Standalone Software SystemsACT (no campaign management)Goldmine (www.frontrange.com)Automated ProcessesMAPS (www.martechmaps.com)Insurance specific campaign managementMicrosoft CRM

63. Web Based SystemsASP Sales Source (www.aspsalesource.com)NOVASalesPro.comeSemc.comLeads360.comSalesforce.comFreeCRM.com

64. Payment MethodsDirect BillCredit CardsE-Checks (drafts)PayPal

65. Accepting Credit/Debit CardsCharges “convenience fee”Online payment processingConditional paymentSimplyEasierPayments.com

66. Is this legal?“Nothing in the New York Insurance Law or regulations promulgated there under prohibits an entity that provides a service to insurance policyholders that enables them to pay their insurance premiums electronically by credit card from charging those policyholders a fee to cover credit card and other service expenses.“[A]n insurer (or anyone acting on the insurer's behalf) may not impose a credit card surcharge on a policyholder. [Simply Easier Payments], by contrast, is not selling insurance and is not acting on any insurer's behalf. Rather, it is providing (and charging for) a distinct service, i.e., the making of secure payments via electronic means. Therefore, your client's activities are prohibited by neither the New York Insurance Law nor N.Y. Gen. Bus. Law § 518.”New York Department of Insurance

67. Service after the saleTransaction processing24/7 customer service accessCertificatesEmail

68. 24/7 Customer service optionsCSR24CertificatesNowManagement systemInScopeAMS - Service 24/7

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70. www.SteveAnderson.com70The AndersonAgency ReportProviding Independent Agents with the insurance technology information they need to more effectively manage and grow their agencies.Subscribe today and get up-to-the-minute agency technology news, research, expert opinion, and specific recommendations, all written from, and for, the perspective of the independent agent. TAAReport.com303.404.0457

71. www.SteveAnderson.com71Steve AndersonThe Anderson Network, Inc. PO Box 1546Franklin, TN 37065(615) 599-0085Steve@SteveAnderson.com