Big I Looks To Boost Agent Brand
While legislative and regulatory battles dominate the headlines, they are not the only matters of concern for agents in 2005.
For example, promoting the positive image of the independent agency system and establishing a more pronounced brand identity will be a major focus of the Alexandria, Va.-based Independent Insurance Agents & Brokers of America "Trusted Choice" program.
Jeffrey A. Myers, recently named the new executive director of the Big Is branding initiative, said May will be "Trusted Choice" month, marked by a $500,000 national advertising campaign.
The theme of this year's ads is "Ways to Choose." In television ads, TV personalities go through semi-comedic situations demonstrating the value an independent agent offers when people are faced with important personal insurance decisions.
The television advertising campaign is only one piece of the advertising puzzle, which, like past campaigns, will involve print, radio and local TV ads throughout the year. For the first time, "Trusted Choice" will also appear on Internet search engine advertising.
"In advertising, it takes an average of eight-to-nine exposures to influence the consumer," noted Mr. Myers. "We will be driving the frequency of our advertising to bring Trusted Choice up in the consumer's mind."
Ultimately, the programs aim is to put a "Trusted Choice" agent on the same level as captive agents in terms of brand recognition.
"We see Trusted Choice as a household name, on equal footing with State Farm," said Mr. Myers. "The public profile of the independent agent will be increased, they will be stronger competitors in the marketplace, and this will grow revenue and marketshare in their business."
Reproduced from National Underwriter Edition, December 30, 2004. Copyright 2004 by The National Underwriter Company in the serial publication. All rights reserved.Copyright in this article as an independent work may be held by the author.
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