Mass Mutual has turned to the latest audio technology–podcasts–to keep independent agents informed on company news and professional development. Through its online university for producers, Mass Mutual has offered self-study programs and virtual classes over its Internet site but believed, with the popularity of iPods and MP3 players, the audio programs would interest agents, according to Denise Szczebak, director of Mass Mutual's national center for professional development. "As we looked at the demographics of our audience and at the technology, podcasting was the next logical delivery method for us," she says.

Mass Mutual decided it was important to look at new delivery methods to get out the company's message regarding training to help producers be more successful in working with their customers, explains Szczebak. After about six months of development including a pilot program with several agents, the podcasts premiered in February. Currently, there are about 800 subscribers, she reports.

Each show is scripted and approved by the compliance office. The podcast runs between 15 minutes and 20 minutes, says Szczebak. Each program opens with news of the company or the industry and is followed by a segment that might either be matched to a product release or provide an interview on a particular topic such as selling skills. "We're looking at multiple channels, so we can be very specific to our audience members based on what information they are looking to hear from us," she says.

The interviews are offered by speakers from the home office and from the field force. The programs are available to producers every Monday morning. "Some agencies make it a part of their Monday morning meetings," Szczebak indicates.

The program now is available only in an audio format, she notes. Programs are archived for review of previous podcasts and feedback on the company's Web site. There are no plans to add video at this time. The podcasts also can be downloaded to the desktop or a CD.

Special Reports /

Mass Mutual Reaches Producer Force With Audio Programs

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