Local Outlets Are A Key In Ethnic Marketing

For property-casualty agents and brokers to become successful atcross-selling life and financial services products to their ethnicminority clients, agents and insurers must make long-termcommitments to the market and provide services tailored to theirneeds, say insurance professionals.

Insurers are increasing their efforts to improve their marketingto minority businesses, says Roosevelt Haywood, chairman ofWashington, D.C.-based National African-American InsuranceAssociation. But to successfully penetrate the ethnic market andcross-sell products, companies need to boost their presence inthese ethnic communities, he said.

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