Agency Profile: Social Conscience

The Weimer Group

Harleysville and Perkasie, Pa.
Founded: 1968
Employees: 26

A history of embracing new technology and communication trends prompted The Weimer Group to gladly inject social media into its marketing plan. Seeking ever-improving efficiency and service, owners Dean Wimmer, 56, and David Beck, 61, do business the way consumers want. Otherwise, Wimmer says, “it’s a question of when, not if, you’ll become obsolete.”

Office manager Michele Bel-air, 56, says Weimer Group’s social campaigns feed consumers’ need to know about the people handling their insurance. Leveraging its social media might, Weimer acts as strategic marketing advisor to commercial customers, driving business to those clients from thousands of local consumers visiting the Weimer sites.

Wimmer and Beck remain vigilant about impending trends. And they encourage staff to push the agency’s involvement in new technology and media.

DAVID A. BECK, CO-OWNER and VICE PRESIDENT

Commercial clients appreciate the video option we offer as a strategic partner. At no charge, we create videos featuring clients’ businesses, posting the videos to YouTube and linking from our sites. The program adds value for clients and makes us a more valuable partner. Average views total 70–100 but have reached 500. Videos are made simply, often using just a smartphone, showing employees doing what they do.

DEAN WIMMER, CO-OWNER and PRESIDENT

Return on social media is hard to measure, which can be frustrating. You want to know exactly what you’re getting for your time and money, and you want to see quick results. But you have to be willing to stick with the effort in the social space because that’s where a lot of prospects are. The effect builds on itself, and you have to commit long-term. It’s a compounding effect of effort over time. If you dip in your toe for just a few months, it’s not going to work.

MICHELE BELAIR, OFFICE MANAGER

Promoting business today is totally different from 10 years ago. You must be more creative, as there’s less face-to-face contact in selling insurance. People prefer email. Clients like to see what’s going on in the agency. We accommodate them by featuring video of agents giving insurance information, tips and events in our area. During one 12-week Facebook campaign, we introduced all of our agents while promoting our business clients. It was a great way to support clients, get agency recognition and bring in more business.