Independent Agents Face An Identity Crisis

Here I am, pictured at the recent Big I conference with 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 like Eddie. I smile when I see his cartoon image as part of the campaign's logo, and it was fun to pose with a “live” version in the exhibit area. 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, mainly because 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 cave men–all very funny, cute and memorable. It's a winning formula, humanizing the “cold, cruel, complicated” insurance industry.

Who doesn't smile when they see Snoopy doing a MetLife ad, or the Aflac duck? And everyone remembers their ads.

Big I Chairman Robert E. Fulwider, speaking at the general session during the group's annual conference last Friday, expressed the frustration his members feel going up against advertising juggernauts like Geico.

“If you think a reptile drinking from a fountain or a cave man who 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 best bridge between consumers and insurers.”

However, he also scolded agents who have not gotten on board the Big I's very modestly priced “Trusted Choice” branding effort. “Are you truly living the brand?” he asked. “Not a member yet? Shame on you!”

Still, I can't help wondering if the IIABA branding program 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” in very effective TV, radio and print ads. Whether you recalled him as “Perry Mason” or “Ironside,” Mr. Burr had visibility, credibility and clout. He was a terrific, high-profile 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' distracted minds. That's what they pay the big bucks to ad and PR agencies for, right?

But while “Trusted Choice” portrays the independent agency system with dignity and honor, tickling the funny bone of consumers amidst the massive clutter of ad messages out there wouldn't hurt the cause, and actually could make a huge difference.

What do you think? Which live spokespeople or fictional icons might you recommend?