Here I am, pictured at the recent Big I conference with Eddie--short for "Ease Of Doing Business Man," the mascot of the Real Time campaign, designed to convince agents to upgrade their tech capabilities. I like Eddie. I smile when I see his cartoon image as part of the campaign's logo, and it was fun to pose with a "live" version in the exhibit area. It made me think about how effective such techniques are when trying to brand your product, service or profession.
Independent agents have always struggled to "brand" themselves, mainly because the general public has a hard time distinguishing among the industry's various players. The goal is to make consumers understand that dealing with an independent agent has important advantages, such as focusing more on the consumer's needs, rather than force-feeding them products from only one particular insurer.
The Independent Insurance Agents and Brokers of America has been promoting its "Trusted Choice" campaign for some time now. It's a sound program, but agents know they face an uphill battle against the advertising onslaught of a direct writer like Geico, which comes at consumers relentlessly on TV, radio, the Web and in print ads with its entertaining cast of characters--including a suave gecko and disgruntled cave men--all very funny, cute and memorable. It's a winning formula, humanizing the "cold, cruel, complicated" insurance industry.
Who doesn't smile when they see Snoopy doing a MetLife ad, or the Aflac duck? And everyone remembers their ads.
Big I Chairman Robert E. Fulwider, speaking at the general session during the group's annual conference last Friday, expressed the frustration his members feel going up against advertising juggernauts like Geico.
"If you think a reptile drinking from a fountain or a cave man who needs psychiatric help is a better brand than independent agents--the best distribution system in the industry--you are crazy," he said. "We remain the best bridge between consumers and insurers."
However, he also scolded agents who have not gotten on board the Big I's very modestly priced "Trusted Choice" branding effort. "Are you truly living the brand?" he asked. "Not a member yet? Shame on you!"
Still, I can't help wondering if the IIABA branding program wouldn't benefit from adding an old-fashioned advertising icon. I fondly recall the days when Raymond Burr was the Big I's spokesman, touting "The More Than One Company Agent" in very effective TV, radio and print ads. Whether you recalled him as "Perry Mason" or "Ironside," Mr. Burr had visibility, credibility and clout. He was a terrific, high-profile advocate for independent agents for many years.
I do not have a sure-fire, can't miss recommendation for a live or imaginary individual to propel independent agents to the forefront of consumers' distracted minds. That's what they pay the big bucks to ad and PR agencies for, right?
But while "Trusted Choice" portrays the independent agency system with dignity and honor, tickling the funny bone of consumers amidst the massive clutter of ad messages out there wouldn't hurt the cause, and actually could make a huge difference.
What do you think? Which live spokespeople or fictional icons might you recommend?
Comments (10)
You certainly couldn't put forth any Washington politician as a choice for "most trusted" (sadly so), and Walter Cronkite is long past his prime as the "most trusted man in America" (most people are too young to remember him anyway as the evening news anchor that Dan Rather replaced many years ago).
Here's a suggestion: Angelina Jolie in her Lara Croft persona would capture people's attention as she flits from house fire to car accident to save the day by steering the hapless victim toward the nearest independent agent.
Beauty, brains and sex appeal are a heady combination. I can see the storyboard lines now...
Posted by Joan | April 9, 2008 1:21 PM
Posted on April 9, 2008 13:21
What Hollywood star is a more trusted brand than Tom Hanks?
He could even break into his Bosom Buddies role to promote the female agent force!
Posted by Ex_Dilbert | April 9, 2008 1:43 PM
Posted on April 9, 2008 13:43
People lament the loss of the old-fashioned hardware store, yet they love the prices over at Big Box.
Seems to me these conflicted folks might find the Independent Agency System to their liking--they would be dealing with a local enterprise, which would not only have the ability to connect them to the enormous, global,cold-blooded corporation of their choice, but would also represent their interest (at least, in principle) during times of friction.
As you have noted, the icon deal gets a little tricky--after all, the job description sounds a bit "pimpish." (By the way, how long do you think it will be before the Alka-Seltzer people come after Real Time?).
But, a guy in a zoot suit might not fly. So why not a Moose and Squirrel--Rocky and Bullwinkle have run out the string, so I can't imagine that their rights would cost much. Boris and Natasha--well, they could be "agents" for evil "big insurance"--trying to prevent Moose and Squirrel from getting the word out that independent agents are righteous.
If the Trusted Choice people don't like the idea--tell them to check with their newest member. The Hartford has done OK with their antlered icon, and it doesn't even talk--in fact, it doesn't seem to make much sense at all.
Posted by Charlie | April 9, 2008 1:49 PM
Posted on April 9, 2008 13:49
It's not the class that needs branding, it's the individual agencies.
As difficult, painful, expensive, or even as seemingly impossible as it may be, each agency needs to do that for itself, in its own market place.
If independent agents insist on collective branding, they might as well hire Goofy.
Posted by John | April 9, 2008 1:54 PM
Posted on April 9, 2008 13:54
Independent agents? Who else but Indiana Jones? He'll get you through anything.
And who wouldn't trust Harrison Ford? What a great face! Make him an offer.
Posted by Maire | April 9, 2008 1:57 PM
Posted on April 9, 2008 13:57
You make an excellent observation regarding the need for an icon. While you cite a number of them, the one that comes to my mind is the "super-hero lady" used in the e-surance ads.
This fictional icon has driven awareness and sales at an amazing level for the relatively new subsidiary of White Mountain. What consumer ever heard of White Mountain? It does not matter because the consume relates to the e-surance lady.
I believe that the under-40 crowd relates more to a fictional icon than they would to a real spokesperson. Also, the fictional icon will never get a DUI or pull an Eliot Spitzer scenario that would wreck an ad campaign mid-stream.
I hope you continue to be a voice on the issue as you make a great point.
Posted by Richard Shoemaker | April 9, 2008 2:22 PM
Posted on April 9, 2008 14:22
John,
I tend to agree with Charlie (April 9th post). Branding independent agencies will be difficult at best due to the fact that each agency is different. Each has its own cadre of companies, its own service standards, its own market niches and its own culture.
How does one convey an effective, convincing message to the consumer with thousands of these very different entities?
Finding the right icon or spokeperson is not the first step. Agents must first identify what the consumer REALLY wants and structure their agencies to deliver it better than the competition on a CONSISTENT basis.
Posted by Mike Heister | April 21, 2008 2:51 PM
Posted on April 21, 2008 14:51
You are exactly right--what's needed is branding that it is recognized.
We all know the jingles to Allstate and State Farm, and I can recognize a car by just the symbol on the front. That is what it should be when you advertise independent agents!! Something that you use and use--until the public knows it.
I was at Caribou Coffee the other day, and you can save 10 cents if you answer the daily question correctly.
The other day the question was: Who was Lucy & Ricky's landlord on "I Love Lucy"?
Well, it has been a long time since I have seen that show, and I knew right away who that was. So did the lady who came in 5 minutes after me. That is the kind of “branding” that is needed for independent agents.
Posted by Linda Wise, President, Wise Insurance Agency Inc. | April 22, 2008 6:00 PM
Posted on April 22, 2008 18:00
I also recall the Raymond Burr commercials. They were great, but I'm not sure that can be duplicated by any actor or actress.
I would dearly love to see a new approach to promting the cause of the independent agent. What matters to us is the well being of our clients, their future, and our advocacy for them. Communicate that in a commercial.
Posted by Ohio agent | April 30, 2008 2:17 PM
Posted on April 30, 2008 14:17
I've worked in the independent agency system for more than 30 years. We always seem to reinvent the wheel.
We need one brand, and we need buy-in from the vast majority of agency owners.
I am one of the few business coaches who specialize in the insurance industry. The most successful agents I have known and worked with have demonstrated a true caring attitude for their community and clients.
The GEICOs, etc., are fine for branding, but they don't mention any caring relationships!
Posted by Jeff Cluxton | May 6, 2008 10:19 AM
Posted on May 6, 2008 10:19