By Kimberly Paterson A dvertising works. There's no question about that. As part one of this series indicated, advertising can help independent insurance agents boost awareness and recognition of their agency, increase perceived quality levels, generate leads and improve sales. But you can't simply place an ad in the local paper and expect to reap instant benefits.
Advertising is a science.
The most effective agent advertising campaigns incorporate several different media. Some combine a series of newspaper ads that run for several weeks with a cable television commercial. Others feature highly targeted trade magazine ads in conjunction with direct mail, or awareness-generating billboard advertisements that complement local radio spots. While you can use many different combinations to maximize your exposure and effectiveness, your choices will be influenced by the target audience you want to reach. Some magazines are read by executives, others by housewives.