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 TPAs

Creating Your Plan

Create 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
Walter Lippmann

"The way the world is imagined determines at any particular moment what [people] will do."

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 dont let them define your company Match competencies

Know Your Market

Clients economic emancipation has already begun. Customers have complete access to information about products, prices, everything you wont last long if you dont 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 - dont 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