Ramp Up Digital Marketing

As I write this in late January, I am attending the 50th Annual Joe Vincent Seminar in Austin, Texas. The Joe Vincent has been an annual stop for me for more than 20 years. It may be hard to believe that an Oklahoma Sooner can say that, but many of my best friends in this business are agents and company pals in the Lone Star state!

After detailing the awesome new matching grant opportunities with Trusted Choice® in my column last month, I thought bringing you as up-to-date as possible on CAP (the consumer agent portal) would be appropriate in this issue.

As 2012 was coming to a close, I flew to Minneapolis for a meeting with the CAP team and its new CEO, Chip Bacciocco. “Who?” you might say, and “How do I say his name?” Chip helped me understand how to pronounce it: Bass-e-o-ko.

I found Bacciocco to be passionate about CAP; a real live agent; extremely driven; totally open and willing to listen; interested in the big picture of the Big “I” and not just CAP and a really great guy!

One of Bacciocco’s comments to me was that people have been telling him two things since he’s taken over at CAP: (1) CAP is intended to be a portal, so let’s focus on the portal; and (2) CAP is all about digital marketing services, and that’s what agents need!

So which idea is the right one? Bacciocco recently told me that both thoughts are correct: CAP is the “consumer agent portal,” and digital marketing services are part of an overall comprehensive solution.

Trusted Choice and CAP can bring you:

Global Vision: To restore growth by educating consumers on the advantages of the IA channel—bigger savings, better coverage and best service.

Product Truth: The only portal offering a choice of 250,000 Trusted Choice insurance agents, 27,000 agency offices and hundreds of insurance companies, from auto to home to life and health.

Brand Idea: Trusted Choice independent agents are consumer advocates. Our expert advice offers peace of mind, control, added value and savings in time, effort and money.

It is time for CAP and its portal to roll! Check out CAP’s consumer website this spring at the new trustedchoice.com. CAP’s auto and home rating rollout will start in Minnesota and Indiana and eventually will become live in all states. Launch will happen in other states driven by a successful consumer and agency functionality, readiness of state associations and members and carrier participation in the state.

The bottom line here is get your state association, your member agents and your companies on board, and you will be ready for the fun to begin as we retake the personal lines market share—and watch those not so funny characters wilt before our eyes!

I have seen this process work both in agencies with the help and support of CAP, as well as in agencies that are doing the same thing with their expertise in digital marketing alone. That is why as you prepare to go live with CAP’s portal, it’s imperative to ramp up your digital marketing skills. Owners my age (60-plus) get out of the way and allow your 20- and 30-something young people take this project over and run with it. You will find their ideas to be fresh, fearless and tuned in to what it takes to make CAP and Trusted Choice the huge winner it is destined to be.

CAP’s initiatives are upon us, and by late spring the portal will be rolled out. CAP’s highest priorities are:

Thank you once again for the wonderful opportunity to lead this great association. Nanette and I enjoy all our days with you.

—Bobby Bramlett, Big “I” chairman