50 Ways to Market Personal Lines Insurance

By | August 19, 2013

With apologies to Paul Simon’s classic song, there must be at least 50 ways to promote personal lines policies. Below is my list. I stopped at 50 due to the song, so if you wanted more, it’s Paul’s fault, not mine!

12 Social Media

  • Fun video where you “fast read” all the potential [car] policy discounts you offer.
  • Run radio ads on YouTube as audio behind a slideshow.
  • Post Vine and Instagram mini-videos touting services or discounts.
  • Policy-specific Facebook ads and promoted tweets targeted to local prospects.
  • Offer free “executive level” insurance reviews to LinkedIn connections.
  • Display entertaining mini-posters on Pinterest linked to relevant landing pages.
  • Post fun personal insurance quizzes. Have prospects contact you for the answers.
  • Post tip sheets to inform shoppers of personal insurance basics.
  • Tweet insurance-related images along with your text.
  • Offer free insurance tips to first-time home buyers.
  • Display images of the many recreational vehicle types you insure.
  • Post vehicle-specific promos for pickups, minivans, crossovers, etc.

10 Captive Audiences

  • Poster-type ads in restrooms.
  • Car insurance flyers placed under windshield wipers.
  • Display ads on busses and taxis.
  • Ads on supermarket shopping carts.
  • “Fishbowl” business card drawings for free lunches at local restaurants.
  • Entertaining insurance handouts at county fairs, etc.
  • Offer outdoor quotes at sidewalk sales (strip mall-based offices only).
  • Give a business card to neighbors of new home insureds “in case of emergency.”
  • Present condo insurance tips at homeowners association meetings.
  • Work with property managers to offer renters insurance to tenants.

6 Web-Related

  • Offer online real-time personal lines quotes.
  • Feature quote request forms when real-time quotes are unavailable.
  • “Blind” Web banner ads with a single promotional message.
  • Clicks to a landing page revealing who you are.

  • Post discount checklists for major personal lines policies.
  • Display typical agency new business dollar savings by policy type (when known).
  • Post a graph comparing premiums for the same policy specs among multiple insurers, when you have winning rates.

5 Internal Marketing

  • Offer personal lines to commercial lines insureds.
  • Cross-sell “missing” policies and upsell needed coverages to agency insureds.
  • Resolicit desirable cancelled policies and failed quotes.
  • Solicit group auto insurance from employers and groups you insure.
  • Ask quality clients for “just one” referral.

5 Office-Based

  • Limited weekend and evening hours.
  • Offer teen driver insurance seminars to the community.
  • Provide defensive driver courses to attract prospects.
  • Waiting room slideshow of recently paid property claim photos (with permission).
  • Provide old insurance paper shredding sessions for new prospects and insureds.

6 Printed Places

  • Use personal URLs in conjunction with diret mail (and email) campaigns.
  • Add QR codes to direct mail to send folks to online quote pages.
  • Advertise in local road rally or vehicle-specific auto club publications.
  • Place inserts for various personal lines policies in area newspapers.
  • Consistently run small 2-inch ads in newspapers that focus on a single policy.
  • Buy front-page Post-It note ads that direct readers to a special Web landing page.

3 Giveaways

  • Distribute door hanger bags with a policy price comparison graph and small giveaway.
  • Give kids kites imprinted with the message “If your family [auto] policy premium is too high…”
  • Give drink umbrellas to eligible shoppers to entice them to get an umbrella quote.

3 Team-Ups

  • Join up with non-competing pros for a financial fair.
  • Exchange permission referrals with car dealers, marinas, etc.
  • Tout the cumulative value of stacked discounts… Multi-policy, pay in advance, digital policies, etc.

Topics Auto

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Insurance Journal West August 19, 2013
August 19, 2013
Insurance Journal West Magazine

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