Public relations

Rough Notes, May 2003 by Korsgarden, Troy

PERSONAL LINES SELLING

Fun and effective

Many of the agents whom I encounter in my consulting activities get a glazed look in their eye when I ask this question: "How much is your advertising budget and what kind of public relations activities are you involved with?" Most don't have an advertising budget or have a clue about how to handle public relations. Actually, setting up an effective public relations strategy can be fun! Here are some tips to get you started.

When you're a star, let it shine

When you qualify for company or industry awards, let the local media know about it. Send out a press release to all local publications, radio and television stations. They won't know about your award or the honor bestowed on you unless you tell them. While getting your name in the newspapers or on the radio may be a temporary boost to your ego, this is not the primary purpose of this exercise. People want to do business with winners. And getting media coverage adds luster to your credibility as an insurance professional.

Advertising budget

If you don't already have money set aside for advertising, I heartily suggest that you do so now. I don't believe, however, that radio or newspaper ads motivate people to buy insurance but they do help increase name recognition. People buy from people they know and trust. One way to expand your circle of influence is by getting involved. So while you may not spend your advertising budget in the newspaper or radio or television, it is still important to be involved in a meaningful way in your community. We put our ad dollars to work in places that benefit someone else, such as placing an ad in publications for youth sports whether it be soccer, baseball, football, or whatever. Sponsor a youth sports team and spend your advertising dollars on team shirts or uniforms. You'll be supporting a worthy cause and your agency name will be seen throughout the season by hundreds of parents. Many community charity events are scheduled throughout the year. We tend to support the ones that benefit the most people, but there are exceptions. Sometimes it may be an anonymous gift to solve a specific problem (wheelchair for a child whose family can't afford one) or on the opposite end of the spectrum it may be an advertising banner at a local music festival attended by thousands of people. The opportunities will vary from community to community. The purpose of advertising is to get name exposure for your agency, which creates name recognition, which in turn helps people feel comfortable dealing with you and your agency.

Radio advertising

Some agencies absolutely believe in the power of radio advertising and in some cases, particularly in smaller towns, they may be right. The key here is frequency. If getting your agency name widely recognized in this medium is available at a reasonable price, by all means do it. Broadcasters will tell you, in a little play on words, that "radio is not a medium, it's an extra large!" You can also use radio to align your agency with worthwhile community projects. An example of this-a local service club was trying to raise money to build a baseball field for the youth in our community. We supported the project with a cash donation and tied into their PSA announcements by paying a small fee to add a tag line that says, "This message is brought to you by the Troy Korsgaden Insurance Agency." It was a win for the service club because we helped fund the project; it was a win for the kids (they got their baseball diamond) and a win for us because it reinforced the name recognition of the agency in a "feel good" way.

Handwritten notes

When's the last time someone (other than your mom) sent you a handwritten note? While I am a firm believer in e-mail marketing, I also absolutely believe in the power of a handwritten note. I send out notes every day ... "It was great to see you, congratulations on your promotion." Or, "It was great to see you this morning at Starbucks. Glad to hear all is well with you and your family. Good luck to Johnny as he starts in his T-ball league!" Writing notes is becoming a lost art; that's why they leave such a favorable impression when you, or a customer, or a precustomer, receives one.

Join a service club

Service clubs such as Rotary, Kiwanis, Lions, or other similar organizations provide a terrific way to get connected in any community. The people who typically belong to these clubs are generally the "movers and shakers" in any town, so you'll be in good company. The focus in service clubs is just that ... service: service to the community to make it a better place to live and raise our families. Here's The Golden Rule when it comes to service clubs-don't use the venue to gain business. If you truly want to make a difference with your service, join a club today. What you will find along the way is that people buy from people they know and trust.

Tell your story-often

All successful sales organizations have a story. Your agency has a story. It may include how you got started in business, or why you decided to get into this business. Your story should be short (boil it down to 60 seconds or less), it should have impact-a tug-at-- the-heart quality. Once you have your story perfected, tell it to your staff and every new prospect because it "humanizes" you and your agency.