Marketing Introduction Business Mentors

Industry Dynamics Claims programs

National vs. Local decisions Agent referrals Corporate referrals Direct referrals Increasing deductibles Consolidation Yellow pages vs. Internet TPA’s

Creating Your PlanCreate a high level of expectation - demand the

best. Everyone will rise to the level of those around them.

Take a Marketing retreat Involve key personnel Begin with the end in mind Create your own success"The way the world is imagined determines at

any particular moment what [people] will do." 

Walter Lippmann  

Budget Budget

Opportunity cost 2.5 – 7% of revenue Includes:

Salaries and all employment costs Advertising Promotion Events & associations Expense accounts

Needs to be dynamic

Company Communications Market to your staff Activities Victories

Goals“What gets measured gets

done.”

Goal defined: Quantifiable Attainable but just out of reach

Time frame for achievement

Easy to measure and communicate

Must be in writing

Goals – Alignment Corporate identity

Mission Vision Purpose

Core competencies Congruent with corporate goals Stirs people to action

Goals continued Overall marketing goals

should be limited to 3-5 major items

Some areas of focus: Sales volume (sales vs. revenue)

Type of work received Number of sources sending work

Quantity of work by source

Individual production

Acknowledgement

Celebration Challenges Recognition and rewards

Brand Be different – USP

Consider going away from the crowd

What are your needs? Volume and cash flow Long term stability Diversification Create then become

Know your competition – don’t let them define your company

Match competencies

Know Your MarketClient’s economic emancipation has already begun.

Customer’s have complete access to information about products, prices, everything – you won’t last long if you don’t establish relationships based on trust – only way to do that is to offer clear, undisputable value…

Fast Company Magazine – Ryan Underwood Motivations Client dynamics

Internet Popular media Familiar influences Litigious pressures

Execution Put your plan in place and consult your plan frequently

Measure progress Adapt as needed

Target Market Who are you trying to contact Break down into sub groups

What types of work are you likely to receive from each group?

How are they influenced? How can they be contacted?

Tips"Never mistake motion for action."

 Ernest Hemingway

Create the plan, implement the plan Identify and schedule marketing activities and contacts

Try a focus group meeting Create “marketing” photo portfolios Solicit letters of recommendation Network locally and Nationally

Tips Continued Activity - don’t wait for the perfect plan

Goals and measurement Consistency and Repetition Focus your efforts for maximum results

As the owner - lead the charge

Obtaining work in the industry Quality Production Insurance dependency and strategy

Not all accounts are the same Ask for the order Provide a compelling reason to buy

Turning a contact into a client Be prepared to start small

Claims programs Do you want them How to get on How to stay on Why insurance companies make the

decisions they do Cutting claims admin costs Pilot programs Competitive environment Non-emotional business decisions

Advertising Television is it for

you? Opportunity cost Return on investment Impact Time Emotionally Powerful

and strong impact Budget 9-12 Months

Yellow Pages Market is Changing Be cautious Measure and track Appropriate books and sections

Selecting Your Work Can you craft your company? Establish where you want to go

How quickly can you get there? Establish priorities

Brand Competencies Vision Marketing plan

Highly Effective Activities Competence Education Solve problems Timely paperwork and communication Focus group Customer service Record keeping and process

New Activities Internet

Web Optimization Contact screen

Email Television Disaster planning

Assessment Record Keeping Make decisions based on history and reality

Give you strategy a fair chance and then get off a dead horse

Summary Have a plan and communication strategy Match strategy to brand and

competencies It is a group effort Use goals to focus effort Back it up Target and FOCUS! Quantity of contacts Say thank you