October 26, 2020  
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Marketing a Car Insurance Agency

Small and medium size car insurance agencies can compete and even outperform larger competitors. All it takes is the right marketing plan.

The marketing model for a car insurance agency is a case study in business evolution, with innovative tactics and techniques being rolled out on a continuous basis.

Purpose in marketing is the key to success in this space. High-performing car insurance agencies achieve market dominance through the careful execution of deliberate strategies. The inclusion of innovative tactics and techniques is important, but the consistent application of sound marketing principles may be the most important factor in raising your brand's visibility with buyers.

Managing Negative Publicity

Not sure how to handle negative PR? You're not alone. It's a probably faced by many car insurance agencies. But the time to address your response to negative publicity is before it happens. If you wait until a crisis hits, it's already too late to control the message. PR savvy car insurance agencies work with consultants to develop a crisis response plan that can be executed on a moment's notice. Mailing list providers can also provide quick access to accurate mailing lists, an important consideration if your crisis response plan contains a direct mail component.

Improve Your Business Sign

A great sign is a 24/7 marketing tool for your company. Although car insurance agencies are very different from each other, signage can be used by any car insurance agency to communicate the company's value to their customers. Visibility, branding elements and other considerations are all factors in the design and size of your operation's business signage.

Since the signage for car insurance agencies has unique characteristics, it should be incorporated into your core marketing strategy. %The role of a business sign should not be underestimated. It can have a subtle impact on customer perceptions, but sometimes that little difference can be exactly what's needed to turn a prospect into a customer.

Price Matching

In a difficult economy, consumers expect businesses to engage in a certain amount of price matching. The principle is simple: Since pricing is a primary factor in product selection, your business agrees to match advertised competitor pricing. Without price matching, if they can locate lower pricing from a competing car insurance agency, potential clients will abandon your brand in droves. Today's consumers are educated and informed. They use social media and other tools to identify the best pricing, making it imperative for small business to consider the value of a well-publicized price matching strategy.

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Given your interest in marketing and in car insurance agencies, you might find these additional resources to be of interest.

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Interested in learning more about what it takes to market a car insurance agency? We invite you to send us your questions and feedback!

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