| TRUSTED CHOICE COMMITTEE |
Keeping score
Measuring results help us target our
marketing dollars where they work best
KRISTY WILSON
Trusted Choice Committee Chair
F
all is in the air! Many of us are watching our
local football and volleyball teams compete,
not to mention watching our very own Kansas
City Royals head to the World Series. Catching
the score on the 10 o’clock news or tracking the numbers
online the next morning if you couldn’t stay up late
enough is the information we seek out. That’s because
the score is how any team measures its success.
As agents, we have at least one common goal: to sell
insurance. We do this by investing in our team and by
investing in a local marketing campaign for our agency.
KAIA supports our efforts by investing in a statewide
marketing campaign to complement our local efforts.
But, how do we know what works and what doesn’t?
measuring results
On the state level, KAIA has developed a campaign that
includes a combination of radio, newspaper, billboards
and online advertising – this includes sponsoring
the statewide radio broadcast of the Trusted Choice
High School Scoreboard Show, online advertising in
conjunction with college football and basketball games,
ad spots on news and ag radio shows throughout the
state, and print ads in our community newspapers. And,
they’re keeping score for us.
In September alone, KAIA’s marketing drew 1,985 Kansas
consumers to TrustedChoice.com to find their local
independent agent. Of that, 55 people completed an
online request for a quote from their local agent. So far
this year, our statewide marketing efforts have attracted
more than 14,200 visitors to TrustedChoice.com,
generating more than 380 leads for KAIA member agents.
10
That means 4,000 more Kansans have visited
TrustedChoice.com this year to find a local agent than
we saw in the prior year – and we still have three more
months of web traffic to gauge before the year is over.
numbers don’t lie
So, what types of marketing seem to be driving consumers
in our statewide campaign? The answers might surprise
you. KAIA and TrustedChoice.com keep score in two key
ways – (1) how many Kansans visit the website to learn
more about independent agents, and (2) how many of
those consumers requested an online quote from their
local agent.
On the state level, we’ve found that we generate the
most website traffic from our radio advertising – which
includes sponsorship of the Trusted Choice High School
Scoreboard Show and radio spots on news/ag shows
across the state. However, we’re seeing the most online
leads generated from our newspaper ads. Every market
differs, but hopefully the results we’re seeing with the
state-level campaign are complementing the results
you’re seeing on the local level, and will help inform your
agency’s own marketing decisions.
immeasurable matters too
One aspect of marketing that tends to be the same
across the board is the impact of community-based
marketing – the kind of marketing that fosters goodwill
and supports the communities we serve. It may not be as
measureable as other types of marketing, but it can be
just as important. Getting out there with your team and
promoting yourself is a very important part of an agency’s
overall marketing strategy.
KANSAS INSURANCE AGENT & BROKER |September-October 2015|