The Independent Insurance Agents & Brokers of America (IIABA) will launch a new advertising campaign to help educate consumers on the benefits of using a Trusted Choice agency.
The first of six flights of Trusted Choice ads in 2004 will air nationwide from March 1-14 on news and entertainment programming on several cable networks. Other Trusted Choice ad flights are slated for April, June, August, October and December.
Trusted Choice—the consumer marketing brand for independent agents and brokers—was launched in 2001 by IIABA and its company partners in response to extensive consumer research about the position of independent agents and brokers in the marketplace.
“The connection is clear: the more frequently that Trusted Choice commercials appear in family rooms throughout America, the more we gain new clients and business for our agencies and for companies that sell that their products through independent agents and brokers,” said Trusted Choice Board Chairman Ronald A. Smith, president of Smith Sawyer Smith Insurance in Rochester, Ind.
“The March advertising flight will help raise awareness of Trusted Choice agents and brokers among the insurance-buying public,” Smith said. “We believe that the six ad flights in 2004 will further our objective to keep Trusted Choice in front of consumers on a consistent basis.”
The new television commercials, currently in development, will tout the benefits of using a Trusted Choice agent or broker and will drive consumers to www.TrustedChoice.com, where they can search for Trusted Choice agencies in their local areas.
The Trusted Choice spots will be seen on CNN, CNN’s Headline News, A&E and The History Channel. Some of the high-profile shows that will feature the ads are CNN’s Larry King Live and Wolf Blitzer Reports, A&E’s City Confidential and Premiere Bio Special, Headline News’ morning newscasts, and The History Channel’s Hardcore History. The first ad flight will consist of nearly 100 spots over the two-week period.
“We strongly encourage the more than 3,500 current Trusted Choice members to tie their local advertising activities with the national advertising flights,” said Larry Acord, Trusted Choice executive director and IIABA vice president of consumer marketing. “Running ads in the local community in conjunction with the national ads will further an agency’s recognition as a Trusted Choice agency among the individuals and business owners the agency is trying to reach.
“For those agencies that have not yet joined the branding movement, it is not too late to become a Trusted Choice agency before the March ad flight,” Acord said.
To join, go to www.TrustedChoice.com and click on the “Agency Benefits and Registration” button on the homepage.
Complementing the involvement of Trusted Choice agents and brokers in this branding initiative are 25 company and strategic partners.
Six national insurers are Trusted Choice company partners: Encompass Insurance, MetLife Auto & Home, Ohio Casualty Insurance, Progressive, Rain and Hail Insurance Service, and Safeco Insurance.
A total of 18 regional companies are Trusted Choice company partners: America First Insurance, Capital Insurance Group, Cascade National Insurance, Central Insurance Companies, Colorado Casualty, Consumers Insurance, GoAmerica Auto Insurance, Golden Eagle Insurance, Hawkeye-Security Insurance, Indiana Insurance, Kentucky National Insurance, Main Street America Group, Montgomery Insurance, National Security Fire & Casualty, Peerless Insurance, Rutgers Casualty Insurance, Selective Insurance Group and Summit Insurance (R.I.). InsurBanc, a federal thrift bank created by IIABA, is a Trusted Choice strategic partner.
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