PRESIDENT’S PAGE
Build Your Brand One Wish at a Time The Big question facing agents across the country, according to LEE HAYS, LUTC, CSA ACT’s Agencies of the Future workgroup is, “how do I demonKAIA President strate my agency’s value proposition?” The market is hardening albeit slowly, and with the healthcare changes and uncertainty with the Farm Bill, many agents are looking to diversify and recruit new clientele.
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ve got two words for you: Trusted Choice®. I understand that many of you are still on the fence about co-branding. Perhaps you have signed the licensee agreement, but you haven’t actually taken the plunge into “living the brand.” Your brand is your story. How do you stand out from your competitors if consumers don’t connect that your value is in being an independent agency? With the IIABA’s Make-A-Wish campaign, and the consumer agent portal under construction through Project CAP, the timing for involvement is ripe. Last summer, Trusted Choice® raised $170,000 for Make-A-Wish Foundation and helped grant eleven children wishes with their social campaign to gain likes on their Facebook Page. This year, the campaign is designed to help build engagement on the page. For every post that is shared directly from www. facebook.com/TrustedChoice, Trusted Choice® will give $10 to Make-A-Wish, up to $150,000. The campaign will also serve as the launch of a year-long fundraising effort involving the Trusted Choice® “Chopper for Charity.” Recently, a Trusted Choice®-themed custom motorcycle designed by the renowned Orange County Choppers to raise money for MakeA-Wish was unveiled by Paul “Paul Sr.” Teutul, Sr., Orange County Choppers owner and “American Chopper” star. The bike will be on display at this year’s Larry Magill Rural & Small Agent’s Conference in Junction City, Jan. 29-31.
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The combination of the two campaigns will not only generate more awareness of the independent insurance industry, but more importantly, they will highlight our value in being people-centric. Moreover, once construction is finished, the consumer agent portal will serve as the funnel for consumers to find independent insurance agents in their area. Project CAP is a marketing strategy to help independent insurance agents recapture the personal lines market share. IIABA members, or rather, Trusted Choice® agents have the advantage in that they will automatically be included in the portal, similarly to the way that they are included in the Trusted Choice® Find an Agent tool at www.trustedchoice.com. The portal will help prospects narrow down their insurance needs and preferences, thereby creating rather solid leads for agencies involved in the portal. Of course it will be the agency’s responsibility to maintain their profile, just as it is with the current Find an Agent tool. The IIABA is providing strategic opportunity for independent agencies to position themselves in the market place as the best way to purchase insurance. Make sure you are part of the game. Get involved now by signing the Trusted Choice® licensee agreement and begin co-branding your agency with Trusted Choice® today.
KANSAS INSURANCE AGENT & BROKER :: July/August 2012