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PIA’s 2013 Agency Marketing Guide – Getting More Out of What You’ve Got

WASHINGTON — The National Association of Professional Insurance Agents (PIA National) has unveiled the fourth edition of its annual Agency Marketing Guide...
July 15, 2013

Fourth Edition of Association Publication Focuses on Maximizing Agency Resources


WASHINGTON —
The National Association of Professional Insurance Agents (PIA National) has unveiled the fourth edition of its annual Agency Marketing Guide. The 2013 PIA National Agency Marketing Guide is mailing to PIA members across the country and is now available to PIA agents online at www.PIAAgencyMarketingGuide.com.

The 2013 PIA National Agency Marketing Guide contains hands-on marketing advice from some of the insurance industry’s premier experts. This year’s publication focuses on how agency owners can get the most out of their people, processes and systems, so that they can increase sales and improve their bottom line. Authors provide specific suggestions to those tasked with managing producers, so that they can align their hiring, training and compensation systems with their agency’s goals. Sales processes are examined in light of technological advances that promise to help agencies earn money they have been leaving on the table.

“When an agency hires a producer, it is making a serious financial commitment,” said PIA National President Andrew C. Harris. “Agencies need to increase their odds of success by making smart hires, implementing a producer development program and actively managing their sales force. Having good sales people in place is a critical part of every agency’s marketing program. They are truly the lifeblood of the insurance agency. Without new production, we will not be able to compete in the market. This is why we addressed it in this year’s Agency Marketing Guide.”

In addition to its focus on maximizing an agency’s resources, the 2013 PIA National Agency Marketing Guide provides practical guidance for agents who want to utilize new and emerging marketing tools. This includes up-to-the-minute guidance on promoting agencies using social media, how podcasting can help agents develop relationships and demonstrate their expertise, and what agents can do to increase their odds of showing up in Internet search results.

“The way that agents promote their services to prospects and clients continues to evolve, and agents must not be complacent,” said Alexi Papandon, vice president of marketing and affiliate relations for PIA National. “Yet as fast as things change, much of what PIA has published in our Agency Marketing Guide over the past four years remains current. I urge all insurance professionals to visit www.PIAAgencyMarketingGuide.com and read past issues of the PIA National Agency Marketing Guide.”

The 2012 Agency Marketing Guide focused on how agents can make personal lines insurance a profitable and valuable part of their agency’s offerings. The 2011 publication included an Agents’ Guide to Internet Marketing. The inaugural PIA National Agency Marketing Guide, published in 2010, contained a soup-to-nuts guide on how independent insurance agents can use social media to support their agency’s sales strategy.

Past issues of the PIA National Agency Marketing Guide have received numerous awards, including the MarCom Gold Award, presented by the Association of Marketing and Communication Professionals, and the APEX Award of Excellence.

The 2013 PIA National Agency Marketing Guide is the latest offering from PIA National’s award-winning PIA Branding Program, Local Agents Serving Main Street America SM (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 2013 PIA National Agency Marketing Guide: Astonish, Bankers Financial Corporation, Rough Notes and Seaworthy Insurance Company.

“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 young people and Baby Boomers still want a personal relationship with a professional agent. PIA’s research, discussed in the new Agency Marketing Guide, bears that out. By adopting current marketing practices, independent agents will be well situated to prosper in the modern insurance marketplace. People need the advice and counsel of experienced insurance professionals to cope with the complexity of the financial services challenges facing them today.”

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 America SM. PIA’s web address is www.pianet.com.

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