Building a book of business is the biggest challenge brokers have to contend with. Many new agents entering the insurance arena are looking for ways to generate leads for new sales. So what is the secret formula? Unfortunately, there is no silver bullet or single tactic that will bring constant returns. Success lies in a variety of carefully constructed and reformed strategies. Grassroots marketing enables you to get back to the basics of self-promotion when building a book a business.
Grassroots marketing, otherwise known as guerilla marketing, starts from the ground up. Instead of launching a message intending to appeal to many people, grassroots marketing targets your efforts to a small group with the intent that the message will spread to a much larger audience.
This marketing strategy began in 1984 and was first identified by Jay Conrad Levinson in Guerrilla Marketing. According to Levinson, when implementing guerrilla marketing tactics, smaller organizations and entrepreneurs are actually at an advantage. To reap the benefits of guerrilla marketing, you must construct a message and marketing strategy that will build trust and suit customer needs with the overall goal of establishing a relationship with the customer.
This cost-effective marketing tactic is an alternative option to promote your company and your personal brand to a targeted audience. Unlike traditional marketing, i.e. print media and radio, which can eat up a marketing budget quickly, grassroots marketing strategically and precisely influences your target market.
There are a number of different ways to apply grassroots marketing efforts.
Participating in community events is particularly effective for local promotion, providing ample opportunity for face time with your target audience and establishing your brand as the insurance expert in the community. Inexpensive and engaging, community events are ideal for promoting the services you offer that can help clients save on costs or secure the right benefits.
Additionally, volunteering with local community organizations, including a local food bank, charitable organization, or church may lead to support for your business, as well as networking and referral opportunities. The cost? Your time. The more you participate, the more trust you will create as a local resource.
Distributing and posting marketing materials is also a low-cost effective way to promote your business. For example, tear-off flyers with your general information, phone number, and email address can generate lead calls. The key is to display the flyers in locations throughout the community that garner a lot of traffic from your preferred customer base, such as local pharmacies, grocery stores, churches, car washes, bowling alleys, etc. Of course, you should always ask permission to post and keep tabs on calls received along with replenishing the various locations.
The idea of grassroots marketing is to be unconventional and think outside the box with new ideas. Generating a buzz about your service using marketing tactics that appeal directly to your customer base will continually create opportunities for new business and enhanced visibility.
Get out there!
Use grassroots marketing tactics to build and grow your business at the local level. It takes only drive and discipline to make your marketing strategy a success. Re-evaluate what you are currently doing and figure out what more can you do to readily implement new tactics for self-promotion and drive new business.
Ready to get started? Cornerstone has the resources available to help jump-start your marketing efforts. The Marketing Assets repository on our exclusive Broker Centric platform offers ready-made, easily customizable flyers, postcards, brochures, and heavily discounted mailers, all accessible 24/7. Connect with your Cornerstone representative today if you have questions about starting up a grassroots marketing campaign or gaining access to the marketing assets on Broker Centric.