EF Fall 07.indd - National Association of Professional Allstate ...

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to direct marketing, the EMAF studyalso showed that 75 percent of Americanssay they are most likely to pay attentionto “direct mail sent to my home.”Reach and FrequencyReach and frequency play an incrediblyimportant role in capturing consumers’attention – in other words, your marketingmessage must be in the right placeat the right time. Why?When you’re in the market for a new vehicleand you just happen to receive a generousdiscount offer from a nearby dealer inthe mail, wouldn’t you look at it? After all,it’s in your mailbox, you didn’t have to doanything special to get it, you can read it atyour convenience, and then you can stickit on your fridge, put it in your wallet orpurse, or pass it on to your spouse.The same principle applies to using directmail to market your agency. You know peopledon’t buy insurance policies every day or everymonth. So, keeping your agency in frontof your target audience, gives you an edgeover your competition when these consumersdecide it’s time to shop for insurance.Targeting the Right AudienceLet’s face it: No matter how good youroffer, or your media, it’s all for nothing ifthe right people don’t see it. That’s why theold “hit and miss” approach to advertisingdoesn’t work and is a money-waster. Youhave to get your message in front of thoseconsumers most likely to respond to youroffer. This group of people is your “targetaudience.” You’ll have the best resultsby selecting a media that uses data-basedmarket segmentation to reach the consumerswho best meet your criteria. Targetingby geographics, demographics, consumerbehavior, and consumer expenditures willensure that you reach your exact audience.The Bottom LineWhile direct mail has distinct advantagesover some other types of mediain the war to win more customersand increase your BOB, its power mustbe harnessed and used correctly to beeffective. It’s important to understandthe advantages and disadvantages ofeach direct marketing channel and howit can help you achieve your businessgoals. Enlisting the help of an experiencedbusiness consultant is also a goodway to find the direct mail channel thatworks best for growing your agency.Article submitted by Tina Morgan, Valpak®Communications Specialist*“Because It’s Personal: A Study of ConsumerUse and Preference for Envelopes,” releasedby the Envelope Manufacturers AssociationFoundation (EMAF) 2006.Technology, Support andLead Generation Vendors WantedNAPAA is looking for national, regional and local vendors that can help agents prepare for the pending New Roadsfor Growth technology transition. Specifically, we are seeking companies that offer reliable and affordable products andservices to Allstate agents. Please email vendor contact information to Executivedirector@napaausa.org or call Jim Fishat 877.269.3476.Secondary Business Options WantedKnow of any appropriate secondary business opportunities for Allstate agents? We are looking for sideline businessesthat don’t require a significant investment or additional office space, but still allow agents and/or staff to earn substantial additionalincome. Please email contact information to Executivedirector@napaausa.org or call Jim Fish at 877.269.3476.22 — Exclusivefocus Fall 2007
Looking for Allstate finance assistance?Brooke Credit Corporation can help.For over 10 years, Brooke Credit Corporation has provided lending services toinsurance professionals for agency expansion, acquisitions and debt refinancing.We have a unique understanding of insurance agencies, enabling us to offerfavorable repayment terms and lower down payments.Brooke credit has funded over $68,000,000 in financing for Allstate agents and their agencies.We are actively seeking additional financing opportunities and offer competitive lending options.• 90% - 100% financing available• Minimum loan amount of $250,000• Repayment terms of 5 - 15 years800.642.1872 x19210950 Grandview Dr | Overland Park, KS 66210NAPAA@BrookeCredit.comSummer 2007www.BrookeCredit.comExclusivefocus 23
Page 1: ExclusivefocusFall 2007An Official
Page 4 and 5: AAs you read through this issue of
Page 6 and 7: to find quality vendors who offer a
Page 8 and 9: I want to congratulate you all on a
Page 10 and 11: and stay involved. Come up with som
Page 12 and 13: featureWill Your AgencySink or Swim
Page 14 and 15: Smaller agencieshave a more difficu
Page 16 and 17: featureIs the Grass Really Greenero
Page 18 and 19: association benefitsIndustry Leadin
Page 20 and 21: marketingFinding the RightMEDIAf o
Page 24 and 25: featurePutting Together an Idea Sha
Page 26 and 27: technologyExclusive Interviewwith M
Page 28 and 29: That sounds so Lex Luther…AS: Wil
Page 30 and 31: featureThe Canadian Experiment:a Pr
Page 32: marketingA Small Business Perspecti
Page 35 and 36: Looks like a job for AMS 360.Free y
Page 37 and 38: Hmmm... what could they be chatting
Page 40 and 41: NAPAA AnouncementDear Agency Owners
Page 42 and 43: technologyDSL - Reliable, Cost-Effe
Page 44 and 45: usinessStepping Stones to Purchasin
Page 46 and 47: technologyAnatomy of aToner Cartrid
Page 48 and 49: association benefitsAnother Brick i
Page 50 and 51: technologyManaged ServicesThe next
Page 52 and 53: technologyProtect Your ElectronicCu
Page 54 and 55: usinessWhen Your Callers are On Hol
Page 56 and 57: usiness tipsHow to SuccessfullyBran
Page 58 and 59: featureSix Keys to a Winning TeamTh
Page 60 and 61: You should set one, three and fivey
Page 62 and 63: the NAPAA market placeAgencies for
Page 64: “Coaching is an invaluable resour

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