Property And Casualty Insurance Marketing

When a marketing rep comes into your office or someone from the management team and tells you to, 'Sell the value', how often do you find yourself rolling your eyes? As a former agency owner and now a consultant, I often find myself spouting the same slogan. Why? Because, I have done it and done it quite successfully. Whenever a rep came into my office and told me to sell the value of carrier X, I would think that's something an expensive company would say or an overpriced company, because what else could they say?We've officially entered a hard market cycle in California on the personal lines side, which is strange to even say. The market has tightened up and many carriers are non-renewing or reducing underwriting appetite to not take on a lot of new business in California. This is why I started writing in 2014 and again in 2017, 2018 and 2019. In my estimation our industry is going to see a massive shift over the next 3 or 4 years. A shift from judgement underwriting to block chain and data underwriting. Artificial intelligence has already been underwriting, selling and handling claims for smaller insure-tech companies for the past 4 years. This is a prevalent trend in our industry. But, why?Why? Because, we have shifted our focus from selling peace of mind to selling a price. Why? Because, we have put more value on talking about premium, payments and price, than having hard conversations about protecting assets and families. We have shifted hard on price, and almost every insurance company has followed suit in their marketing efforts. Almost exclusively every billboard, social media ad and print ad espouses X insurance carrier savings you up to 25-43% on your insurance per year. The conversation has shifted in a way that will cannibalize our industry and wrongfully set expectations for consumers.A recent study by insurancequotes.com found that around 80% of consumers self-report in blind surveys that consumers shop or are prompted to shop based on price. This study is congruent with most studies down on consumer behaviour.

AgencyMaxx Marketing is considered one of the property and casualty industrys most comprehensive proactive financial services cross-selling programs. The independent distribution of financial services is shifting from the traditional life and annuity agent to the banks, wire houses, and property and casualty agencies. Property and casualty agencies that previously considered the cross-selling of financial services a luxury now realize the necessity and long-term survival value of proactive marketing. This book is a must read for any agency that wants to offer a comprehensive approach to risk mitigation.

Marketing: A Relationship Perspective is back for a second edition and continues to set a benchmark for achievement in introductory marketing courses across Europe. It is a comprehensive, broad-based, and challenging basic marketing text, which describes and analyzes the basic concepts and strategic role of marketing and its practical application in managerial decision-making. It integrates the 'new' relationship approach into the traditional process of developing effective marketing plans. The book's structure fits to the marketing planning process of a company. Consequently, the book looks at the marketing management process from the perspective of both relational and transactional approach, suggesting that a company should, in any case, pursue an integrative and situational marketing management approach. Svend Hollensen's and Marc Opresnik's holistic approach covers both principles and practices, is drawn in equal measure from research and application, and is an ideal text for students, researchers, and practitioners alike.

"This new reference book providing detailed descriptions of the top 100 major business enterprises in China is a companion book of the recently published Biographical Dictionary of New Chinese Entrepreneurs and Business Leaders (by the same editors). Together, these two publications provide in-depth and up-to-date information for the study and understanding of the fabric of the business sector of China. --