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PIA Releases 2012 Agency Marketing Guide

WASHINGTON – The National Association of Professional Insurance Agents (PIA National) has unveiled the third edition of its annual Agency Marketing Guide...
PIA Releases 2012 Agency Marketing Guide
October 22, 2012

Third edition of association publication spotlights personal lines insurance


WASHINGTON – The National Association of Professional Insurance Agents (PIA National) has unveiled the third edition of its annual Agency Marketing Guide. The 2012 PIA National Agency Marketing Guide recently mailed to PIA members across the country and is now available to PIA agents online at www.PIAAgencyMarketingGuide.com.

The 2012 PIA National Agency Marketing Guide contains hands-on marketing advice from some of the insurance industry’s premier experts as well as experts from outside our industry. This year’s publication focuses on how agents can make personal lines insurance a profitable and valuable part of their agency’s offerings. A series of articles help independent agents better understand why personal lines should be more highly valued in their agencies and how they can streamline the sale of personal lines products to maximize profits. Authors also explain how agents can appeal to younger insurance buyers and effectively compete with the direct writers in personal lines sales.

“The way that agents promote their services to prospects continues to evolve,” said PIA National President Andrew C. Harris. “Agents must evolve with the marketplace. For the past three years, through our annual Agency Marketing Guide, PIA has helped our members identify marketing trends that they can take advantage of to grow their businesses.”

“In addition to providing PIA members with marketing strategy and an hands-on advice about specific marketing methods, each issue of the Agency Marketing Guide also highlights one or more insurance markets that agents might consider focusing on for future growth,” said Alexi Papandon, vice president of marketing and affiliate relations for PIA National.

“This year we expanded upon that and made the sale of personal lines insurance the subject of a special report in the publication,” Papandon continued. “It was clear to us that there is a gap between current sales levels of personal lines insurance by independent agents and the real opportunity that is available to agencies that commit to selling personal lines in an organized, effective manner. Half the battle is helping agents understand this potential and how the modern independent agent can be a fierce personal lines competitor.”

The 2012 Agency Marketing Guide follows two previous editions, which are also available online at www.PIAAgencyMarketingGuide.com. The 2011 publication included an Agents’ Guide to Internet Marketing. Among other things, it provided guidance for agents who want their agencies to be better positioned on search engines such as Google as well as agents who want to make their websites more sales focused. Readers of the 2011 edition also learned how to more effectively use mobile devices, cultivate leads and build their brand by providing customers and prospects with useful online content.

The inaugural PIA National Agency Marketing Guide, published in 2010, focused largely on social media. The publication contained a soup-to-nuts guide on how independent insurance agents can use social media to support their agency’s sales strategy.

The 2010 and 2011 editions of the Agency Marketing Guide were both recipients of MarCom Gold Awards presented by the Association of Marketing and Communication Professionals (AMCP). The Agency Marketing Guide also earned the APEX 2011 Award of Excellence.

The 2012 PIA National Agency Marketing Guide is the latest deliverable from PIA National’s award-winning PIA Branding Program, Local Agents Serving Main Street AmericaSM (www.piabrandingprogram.com). Through the PIA Branding Program, PIA National provides PIA members with marketing tools and services, including internet marketing services as well as print and radio advertisements, in both English and Spanish.

PIA National wishes to thank the sponsors of the 2012 PIA National Agency Marketing Guide: Agoragate, Astonish, Bankers Insurance Group and Rough Notes.

“The way in which Americans shop for insurance has changed a lot over the past few years,” said Harris. “The good news for independent agents is that most people still want a personal relationship with an agent. With just a few modifications to the way they have done business over the years, most independent agents can prosper in the modern insurance marketplace. PIA’s research bears that out, but you can read about that in the 2012 Agency Marketing Guide, too.”

Founded in 1931, PIA is a national trade association that represents member insurance agents and their employees who sell and service all kinds of insurance, but specialize in coverage of automobiles, homes and businesses. PIA members are Local Agents Serving Main Street AmericaSM. PIA’s web address is www.pianet.com.