Here’s the inescapable business reality we all face daily: growth. If you’re a commercially focused brokerage, you have producers out producing. They’re cold calling and following up on leads. But this sales effort eventually hits a ceiling because there are only so many cold calls to make and only so many producers on your team.
What lever do you pull to help your sales team reach more prospects to have more conversations to close more deals? Marketing.
What do we say? Where do we market? The choices are almost endless. SEO. SEM. Organic social media. Blogs. Videos on Tik Tok or YouTube. Thought leadership on Linkedin. Event sponsorships. Direct mail. Our budgets, however, aren’t. Marketing today doesn’t just feel overwhelming, it is overwhelming.
In our rush to “get the word out” we focus on channels of distribution. But we overlook why we’re marketing: to be known as the “go-to” insurance broker to call when we are triggered to look for a new broker. How do we do that? How do we attempt to own that little bit of mental real estate in our prospects’ minds?
Creativity. As Bill Bernbach (you can google him) said, "It may well be that creativity is the last unfair advantage we're legally allowed to take over our competitors.” Creativity on its own isn’t enough, though. Prospects need to see your creative messaging if you’re to become the trusted advisor, the broker of choice. This webinar cuts through the clutter by asking 5 simple questions when creating a marketing campaign. Simple, but not easy ones to answer.
If you have been thinking about reviewing your marketing, this webinar may be for you.
Steve Pieroway is the founder of Benevolent Marketing, an ad agency for service professionals. A former insurtech marketer (he helped build the Policy Works brand before its sale to Applied), Steve now helps fellow underdogs out-compete the competition with distinctive brand marketing.
His interest with relationship and service marketing started years ago while completing his MBA. An almost academic (the owners of Policy Works promised him fame & glory, luring Steve away from pursuing his PhD), Steve wrote a thesis titled, An Identification Based Relationship Marketing Model.
An otherwise happily married husband and father, Steve currently lives with constant low-grade anxiety as one of his two sons is learning to drive. He also has two cats who occasionally allow him to pet them, and a Samoyed named Nelson who insists every day is leg day.