With the summer weather just about over and kids going back to school, it’s time for insurance agent marketers to start thinking about — the holidays! Most retailers, including Walmart, Home Depot, Sears and Costco, have already started putting out their Christmas merchandise.
For insurance marketers, the holidays don’t mean an opportunity to sell products people want to find under the tree on Christmas morning. No, the holidays are a sentimental time of year when we reflect on the importance of our relationships. And so it is a great time for you to focus on relationship marketing, when your primary goal is not selling a product but doing things that nurture the long-term commitment you’d like your customers to make to your agency. It costs five to ten times more to acquire new clients than to keep them, so relationship building is extremely important.
You might want to think about sending a personal gift, like a food or wine basket, to your very special clients, especially those who give you referrals. Greeting cards are also appreciated and more affordable.
But the holiday gift that’s hard to beat is the calendar. What’s better than a gift that reminds the viewer of you every day? Studies show that almost four out five people who receive calendars recall the name of the advertiser and remember the name of the product or service they sell. Again, about four out five people who receive calendars also plan to do business with the calendar advertiser in the future.
Not every person who receives your complimentary calendar will put it on their wall, but studies show that the majority will and they appreciate the gift.
One thing to bear in mind when you mail your calendar, keep the message focused on relationship-building and avoid the temptation to try to sell. Just let them know you appreciate their business and you hope this token of your appreciation will be helpful to them in the year ahead.
By the way, Smart’s is pleased to partner with Direct Effect to bring our clients a wide range of custom calendars. Our newsletter shipments and invoices this month will include a brochure that illustrates dozens of calendar options you can choose from. If you didn’t get a brochure but would like one, please call Brian at 1-866-762-7879. You can also view a selection of our calendars if you click here.
Place your order soon and avoid the rush.