Read This Column If You Want Your Insurance Agency to Stand Out

If you’re planning to spend any money on marketing in 2010, there is no better investment you can make than the Trusted Choice campaign.

On January 26, 2010, the IIARI Communications Committee unveiled its latest plan to disseminate the Trusted Choice message to Rhode Island consumers. Whether you are currently a sponsor, have been a sponsor in the past, or are wondering if you should participate this year, let me tell you why it’s the best marketing value for your agency.

First, for full disclosure, the firm I work for JH Communications has been the consultant to the communications committee for the past 4 years of this campaign, so it could be argued that I am biased. But, my argument for your agency to participate is based solely on the overwhelming benefits.

With GEICO spending an estimated half a billion dollars per year on advertising, you may think that it’s not worth even trying to compete. With other direct insurance companies spending their fair share, it’s difficult to turn on your radio or TV and NOT be bombarded by an insurance ad. But does that mean you should run in retreat and not try to compete? No, it means that you need to try a more localized, targeted approach.

We know Rhode Island. We are Rhode Islanders. And as such, we know what works here. We understand that our parochial nature can be used to our benefit. By having real people – agents like yourselves, not slick actors or cartoon figures – speak directly to thousands of people, you are literally standing out from your competition. Your customers will answer the question, “Why chose a Trusted Choice agent?” In doing so, real people will be promoting the brand for you. They will be seen on TV by their friends and family, and this will help stimulate discussion about Trusted Choice. When you take real people and showcase Rhode Island’s landmarks – both which make us truly unique – we will be able to rise above the other clutter in the media.

If this creative approach is not enough to convince you, then look at the raw numbers. As a Gold Level sponsor of Trusted Choice with an annual investment of $5000, your receive 91 ads, including spots on NBC-10, CBS-12, Fox-64, CNN, MSNBC, Fox-News, RI News, WPRO, Lite 105, and WEEI. You also receive a 30-second TV ad and radio ad that includes your own 12-second appearance. With the Trusted Choice grant, IIARI contribution, and the support of your company partners, you receive a value of over $11,000 worth of advertising. If you were to produce your own ad and place the same number of spots on the aforementioned media outlets, it would cost you over $15,000. In addition to the $5000 Gold sponsorship level, there are other sponsorship levels for your agencies with investments of $2500 and $1250 that also provide a similar return on investment.

You can compete in an air war with the direct writers when you join a campaign that will run 2000 ads promoting the Trusted Choice message in a 9-month period. But, if recent military strategy has taught us anything it is that you cannot win solely with an air campaign. You need boots on the ground. The combination of ads on Rhode Island air waves coupled with agents and customers talking up the Trusted Choice brand is a winning campaign for your agency.