marketing thoughts What Are You Waiting For? It’s Time to Market.
John Houle JH Communications
You continue to see the barrage of TV ads from direct writers and have witnessed their domination of online searches. So, how can you compete, and what are some real marketing solutions you can implement to regain market share? Join the Trusted Choice Campaign. If you could be part of a campaign that for each dollar you invested, you received back more than two additional dollars in value, why wouldn’t you? Thirty-six of your fellow agencies participated in the 2013 campaign, and an additional seventeen agencies continued their campaign by placing 100 ads each on cable for only $500. Where can you invest $1250 for a return of $4250, or $2500 for a return of $8500, or $5000 for a return of $17,000? Where can you have a professionally produced television ad created and then have 100 cable television ads placed in your local area for $500? Only IIARI’s Trusted Choice campaign offers the visibility and value that every Rhode Island agent can benefit from. Put the power of video to further use for you. For those of you who have been involved in IIARI’s video shoots, or for those of you who will see for the first time how easy it can be, you should consider what else can be accomplished once you tape your on-camera appearance. You could have a videographer return to your office and tape you explaining why consumers are better off buying their home
and auto as a package. Or why not show visitors to your website why they have made the right choice in selecting your agency? With today’s technology, professionally produced videos cost about the same as custom designed brochures. However, a video is more interactive and dynamic and vividly shows the consumer exactly who they are selecting. In addition to developing a more compelling message through video, you will also benefit through Search Engine Optimization (SEO). Any videos produced should be placed on YouTube and your website. Remember that YouTube is only second to its parent company Google in terms of searches, and will greatly improve traffic to your website, where you should be selling to your consumers. Connect with your customers. E-mail marketing trumps social media in Return On Investment. Today’s consumers spend more time in their email than they do on Facebook, Twitter or LinkedIn. Yes, that may change when younger consumers come of age, but that is the reality today. If you’re not engaged in email marketing, you’re missing one of the best vehicles to directly connect with your customers. And if you really want your email marketing to stand out, add a professionally produced video into your message. Instead of telling your customers why they should add umbrella CONTINUED ON PAGE 26
24 The Anchor
First Quarter, 2014