Sandy is an independent insurance broker in a medium-sized community (a semi-rural area just outside of a large metroplex). She’s stressed out, uncertain of what the future holds. The world is shifting beneath her feet.
In addition to using tools like Google ads and direct mail sales campaigns, Sandy does a lot of old fashioned, meet and greet social networking. For example, she always buys a booth at the County Fair. Trouble is, in 2020 there will not be a County Fair. Other community events, like a Fourth of July celebration and a summertime country music show, have also been canceled. Sandy is worried about her brand diminishing since she cannot “press the flesh” during the pandemic.
When people need insurance, if they don’t have an agent or if they are unhappy with their current situation (read – they want to price shop), they Google something like “auto insurance agents near me” or “cheap insurance” or maybe “insurance broker in my town.” What Sandy does with her social interactions is plant her seed in people’s minds – she might hand out hats, or refrigerator magnets or pens – so that when they need insurance, they see her giveaway item, think of her and reach out.
Since you don’t control when your local authorities will open up your community to public events, you have to find a substitute for face to face social interaction. Should you do more Facebook, Linked In, and Twitter posts? Maybe, but that’s digital, and it’s something you probably already do. Consider an alternative, direct mail.
A well-crafted snail mail flyer is a great way to say hello. You can include a freebie too. Get creative and partner with another business. You’ll be surprised how affordable a reasonably sized direct mail campaign is; you might spend less on it than you would on the County Fair booth and the fridge magnets.
Circumstances dictate that you need to think outside the box. Don’t just throw up your hands and say, “I can’t do what I need to do because of the restrictions.” Find a way to accomplish the same thing differently. Even if it’s not as effective as your usual plan, staying in front of your customers, however you can, has never been more critical.