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IT ALL STARTED WITH CHANNEL MARKETING AND A WAY TO MAKE COMMUNICATION EASIER.
Russ Miller, a Farmers Insurance agent based in Arden Hills, Minnesota, knew he was sitting on a potential gold mine. With a strong base of customers and a wide portfolio of insurance and financial products to sell, it was only a matter of time until his book of business skyrocketed. But finding more time in Russ’ busy schedule was key for his success.
Personalized solutions
Fortunately for Russ, Farmers has channel marketing to help agents reach their customers — and put more time back in their day. Through The Friendly Review and Your Financial Solutions quarterly newsletters, agents can deliver compelling, corporate-approved messages to their customers. Ordered via an interactive Web site, agents can easily customize newsletter content to their business needs, personalize the pieces with photos and contact information, and upload a list of targeted customers who should receive the publication.
 “What I appreciate about the program is consistency,” notes Russ. “The newsletter
is constantly going out to customers quarterly. When I
bring up a financial or insurance product, they already know. They’re aware. Repetition is
so important.”
Repetition of product information — and
of image too. One of Russ’ favorite aspects of the program is the personal touch of
his photo. “I’m their agent and it makes the customers feel like I’ve taken the time to put all this together for them,” he explains. “Customers may not have a need right now,
but they could in
the future.”
Big ‘roll-over’ results
Russ funds the cost of the newsletter program himself, and it’s well worth it. He recently sat down with one of his clients for a periodic needs assessment. When Russ referenced the Your Financial Solutions newsletter, an article intrigued his client, who began contemplating what he would do with his 401(k) plan. The client came back and decided to roll over $150,000.
Obviously, Russ is a staunch supporter of the newsletter. “Every agent should do it,” he advises. “There’s too much competition out there. You’d be surprised at the number of people in this profession whose customers don’t know who they are, and those customers have rolled over millions of dollars. I may not always land every opportunity, but at least I get a chance.”
Final payoff
Bottom line, Russ Miller is reaching more customers, more consistently and with more ease because of the online channel marketing tools offered by Farmers. “It’s systematic, gives me a chance to add my personal message, and then I don’t have to worry about it.”
And that gives Russ the time to focus on what he really loves — talking to his customers. |
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