While walking the exhibit area at the IIABA's annual conference, I ran into Eddie–short for “Ease Of Doing Business Man,” the mascot of the Real Time campaign, designed to convince agents to upgrade their tech capabilities. I smile when I see Eddie's cartoon image on the campaign's logo, and it was fun to pose with a “live” version. It made me think about how effective such techniques are when trying to brand your product, service or profession.
Independent agents have always struggled to “brand” themselves, since the general public has a hard time distinguishing among the industry's various players. The goal is to make consumers understand that dealing with an independent agent has important advantages, such as focusing more on the consumer's needs, rather than force-feeding them products from only one particular insurer.
The Independent Insurance Agents and Brokers of America has been promoting its “Trusted Choice” campaign for some time now. It's a sound program, but agents know they face an uphill battle against the advertising onslaught of a direct writer like Geico, which comes at consumers relentlessly on TV, radio, the Web and in print ads with its entertaining cast of characters–including a suave gecko and disgruntled cavemen–all very funny, cute and memorable.
It's a winning formula, humanizing even the “cold, cruel, complicated” insurance industry. Who doesn't smile when they see Snoopy doing a MetLife ad, or the Aflac duck (or even the goat)?
Big I Chairman Bob Fulwider, delivering his state of the association address at the general session, expressed the frustration his members feel going up against advertising juggernauts like Geico.
“If you think a reptile drinking from a fountain or a caveman that needs psychiatric help is a better brand than independent agents–the best distribution system in the industry–you are crazy,” he said. “We remain the most effective bridge between consumers and insurers.”
He scolded agents who have not gotten on board the Big I's very modestly priced “Trusted Choice” program. “Are you truly living the brand?” he challenged. “Not a member yet? Shame on you!”
Still, I can't help wondering if “Trusted Choice” wouldn't benefit from adding an old-fashioned advertising icon. I fondly recall the days when Raymond Burr was the Big I's spokesman, touting “The More Than One Company Agent.” He had visibility, credibility and clout. People believed what “Perry Mason” or “Ironside” told them. He was a terrific advocate for independent agents for many years.
I do not have a sure-fire, can't miss recommendation for a live or imaginary individual to propel independent agents to the forefront of consumers' easily distracted minds. That's what they pay the big bucks to advertising and PR agencies for, right?
But while “Trusted Choice” portrays the independent agency system with dignity and honor, tickling the funny bone of consumers to stand out amidst the massive clutter of ad messages wouldn't hurt their cause, and could make a huge difference.
Which live spokespeople or fictional icons might you recommend? File your ideas on my April 8 blog posting.
Speaking of icons, at the Big I's conference hotel in Washington, D.C., the shelves were bulging with bobblehead dolls of Sens. Hillary Clinton and John McCain, but there was not a single bobblehead of Barack Obama to be found. “We can't keep him on the shelves,” the cashier told me. “We sell a few Hillary dolls now and then, but we can't give the McCain doll away.”
What do you think that means?
Want to continue reading?
Become a Free PropertyCasualty360 Digital Reader
Your access to unlimited PropertyCasualty360 content isn’t changing.
Once you are an ALM digital member, you’ll receive:
- Breaking insurance news and analysis, on-site and via our newsletters and custom alerts
- Weekly Insurance Speak podcast featuring exclusive interviews with industry leaders
- Educational webcasts, white papers, and ebooks from industry thought leaders
- Critical converage of the employee benefits and financial advisory markets on our other ALM sites, BenefitsPRO and ThinkAdvisor
Already have an account? Sign In Now
© 2025 ALM Global, LLC, All Rights Reserved. Request academic re-use from www.copyright.com. All other uses, submit a request to [email protected]. For more information visit Asset & Logo Licensing.