Advertising....your Name or Your Carrier?

[DT1970]

Let's say you own John Doe Agency, LLC

Your "big name" is Prudential/John Hancock/MoO/NYL/whatever

When you place an ad in the newspaper/website/whatever what is the custom for promoting your "bigname" carrier?

Example:
Business card size ad in your local newspaper for life insurance...can you use NYLife artwork with your agency name in small letters in the corner with your contact info? Or Mutual of Omaha / John Hancock / whatever?

I guess where I'm coming from is I think it would be beneficial to show a recognized brand name with their logs etc in your advertising as opposed to an unknown indy agency name. At least for someone new starting out.

Is this done? Would the IMO be able to secure the releases needed to use the carrier artwork/logos in the newspaper ad?

 

[cadylou]

check with your dept of insurance in the states where you intend to advertise. Rules can vary by state. For example in Kansas, you have to specifically name the companies represented and if you do, the ad has to be approved by those carriers & copies filed in the home office for audit purposes. In Missouri, the rules are much more relaxed. When in doubt check & you may also want to ask the providers that you represent - they may actually have approved advertising formats for you to use and all you have to do is insert your agency information.

 

[1manshow]

After almost 20 years of co-branding we ran into issues where the carrier we branded with had some competitive problems. Even though we had other more competitive carriers we were stuck with the stigma of being a $%^& agent. We have had considerably more success by "Branding" the agency name into a household word. Our solicitations,letters,ads,business cards all include individual photos with branding emphasis on "Our Value"

Unless there is co-op money to be hadThen I become much more flexible.

 

[haugman]

Also you have to be careful to make sure your advertisements are compliant in the compliance department. I think its smarter to promote an individual agency then choose the plan that fits for the person rather than to advertise a company. It gives the personal approach.

 

[Newby]

Also you have to be careful to make sure your advertisements are compliant in the compliance department. I think its smarter to promote an individual agency then choose the plan that fits for the person rather than to advertise a company. It gives the personal approach.

Also what if you hang your reputation on a company that fails you?

Imagine if you spent the last 5-years closely associating your name with AIG? Or Shenandoah? or MetLife or Prudential back when they had their big PR nightmares?

 

[DJM]

Also what if you hang your reputation on a company that fails you?

Imagine if you spent the last 5-years closely associating your name with AIG? Or Shenandoah? or MetLife or Prudential back when they had their big PR nightmares?

That would be pretty awkward.....

 

[deeddata]

I think advertising is all about your unique selling proposition, which is seperate from any particular carrier. That is, making a connection with your audience by telling them why they should trust and do business with YOU, not the 800-pound guirella of Allstate, etc.