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PIA’s 2014 Agency Marketing Guide Focuses on Marketing Success Stories

WASHINGTON – The National Association of Professional Insurance Agents has unveiled the fifth edition of its annual Agency Marketing Guide.
July 14, 2014

Fifth Edition of Association Publication Highlights Successful Strategies Shared by Agents


WASHINGTON – The National Association of Professional Insurance Agents (PIA National) has unveiled the fifth edition of its annual Agency Marketing Guide. The 2014 PIA National Agency Marketing Guide has mailed to PIA members across the country and is now available to PIA agents online at www.PIAAgencyMarketingGuide.com.

The 2014 PIA National Agency Marketing Guide contains hands-on marketing advice from insurance agents and some of the insurance industry’s premier experts. This year’s publication focuses on the strategies and tactics that working agents are using successfully in markets across the country. It emphasizes their use of new technologies and how they are transforming their marketing efforts to take charge of their futures. These agents demonstrate how they are using new technologies to capitalize on the inherent strengths that local, independent insurance agents bring to customers.

“Like all business owners, PIA members want to feel confident that the time and money they allocate to new marketing efforts is well spent,” said PIA National President John G. Lee. “That’s why this year’s Agency Marketing Guide focuses more on real success stories told by agents. Because agents continue to have questions about social media—how to use it effectively, does it work—we made sure to talk to agents about their use of social media and have them share their successes and also some failures.”

In addition to discussing agents’ successful use of social media, the 2014 PIA National Agency Marketing Guide provides eye opening tips for incentivizing and training employees, utilizing digital marketing tools, rethinking cross-selling and referral marketing, maximizing sales meetings and many other sales and marketing topics critical to the success of modern insurance agencies.

“PIA’s Agency Marketing Guide is full of practical advice that can benefit any agency,” said Alexi Papandon, vice president of marketing and affiliate relations for PIA National. “My hope is that every independent insurance agent will take some time to read it. Those who do will certainly come away with at least a few ‘aha’ ideas that will improve their agency marketing efforts and their bottom lines.”

Current and past issues of PIA’s Agency Marketing Guide can be read online at www.PIAAgencyMarketingGuide.com. The latest edition of the publication is currently restricted to PIA members, but previous editions can be read by insurance professionals who have not yet joined the association.

The 2013 edition focused 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. The 2012 PIA National 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 2014 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 provides its 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 2014 PIA National Agency Marketing Guide: Allied Insurance/Harleysville Insurance, EZLynx, ITC and Rough Notes.

“The success stories outlined in this year’s Agency Marketing Guide demonstrate that independent insurance agents who are committed to growing their businesses can be tremendously successful,” said Lee. “The challenge is that most cannot continue to operate without making some modifications. The good news is that many modern marketing techniques are more affordable and accessible than some might think. By adopting these modern marketing techniques, independent agents can nullify the advantages of other sales channels and let clients focus on the strengths that independent agents bring to the table.”

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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