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Lora UllerichDigital Media Specialist

Lora.Ullerich@coleinformation.com

Jim EgglestonPresident & CEO Cole Information

Session Framework

•Common herd building opportunities.

•Critical questions to ask.

•Best practice approach and offer examples.

•Five action points to start on today.

Session Framework

•Cole Directory •Published in 1947•“Blue Book”•Crisscross directory of addresses and phone numbers.

•Invaluable information for a number of industries:

•Telemarketing•Debt collection •Law enforcement

•Today, web-based lead generation for business.

Then and Now

www.colecommunity.com

Features:• Webinars• Playbook

download• Articles• Buddy’s Blog• Resources

•You’re committed to:•Growing your business.•Understanding marketing best practices. •Investing in an affordable and successful marketing solutions. •Connecting with your niche customers.

You’re a Winner!

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Timing is everything

•Insurance agents:•Expiring homeowner policy•Policy claim/resolution• Life stages

•Entrepreneurs/home services:•Working with a client/reach out to neighbors

Triggers

Just Listed/Sold

•Real Estate agents:•Let the neighbors sell for you.•Find new listings, right next door.

•Retail and home service providers:•41.5 million movers in 2010.*•Home-related spending $9,400.•Décor•Appliances •Remodel

*http://about.usps.com/who-we-are

• Typically happens organically.• Go from organic to strategic & purposeful. • Consider your 10 best customers: • What’s their age?• Where do they live? • What’s their annual income?• What’s their home worth?

Referrals

Wouldn’t it be great to reach out to more of these “best customers” when they’re most receptive to you?

Referrals

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Plug in their:

•Last name

•House number

•Zip code

Customer Cloning

Preview Details

Plug in

Customer Cloning

Run Count

Additional Demographics

•Age•Gender•Estimated income•Estimated home value

Select Geography

• Reach out to the neighbors of your 10 best customers.

• Simply know these critical facts: • Last name• House number • Zip code

Referral Marketing

Thecrazyfilmgirl via flickr

• Spend 15 minutes:– Come up with approaches & offers– Write down a script

• Considerations:– Time of year?

Referrals

Average household receives 2 mail pieces per day

•Tailor it to specific individual.

•Make it relevant to their life.

•Pay attention to their needs!

Make it Personal

Flickr via makeshiftlove

Make it Personal

Make it Personal

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Make it Personal

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Make it Personal

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Make it Easy

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Make it Easy

Show Value

Show Value

•Introduction:•Be clear –“Hi I’m Lora Ullerich, your local agent/service provider…”

•Stress local –Differentiates you from those UNKNOWN callers.

Follow with a Call

Approach:“I just wrote a new policy for Bob Smith and was able to save him a bunch of money on his homeowners insurance.”

Alternate: “Bob Smith is a good customer of mine and gave me your name.”“Your neighbor, Bob Smith, recommended that I call...”

Approach

Offer:•“I would like an opportunity to quote on your homeowners insurance to see if I’m able to save you money like I was able to for Bob?”•“Could I set an appointment to stop buy and prepare a quote for your homeowners insurance?”•“Is there a better time I can call and ask questions to prepare a quote on your insurance?”

Offer

Once again, track and measure

Track & Measure

Not so fast!

D’Arcy Norman via flickr

Marketing

• If you:• Don’t do your homework.• Don’t know which approach and offer works best.• Buy a list, pick a postcard with a pretty picture and

mail it to everyone.

You’ll fail every time.

MarketingShot-Gun Marketing Approach Response

• Pick out a pretty postcard.• Create a generic offer.• Mail it to several hundred

people one time.• ROI= [Revenue Generated-

initial investment/initial investment) x 100

• ROI = -32%

MarketingResponse Niche-Marketing Approach• Have an effective postcard

with a specific approach.• Mail it to a couple dozen

people who fit your demographics three times.

• Get several responses.• Follow up with a phone call.• Track and measure. • ROI = 1309%

What’s More Effective?

$35.52 $740.00

Spend:

•Pull your 10 best customers.

•Download a list to reach out to more.

•Figure out the offer, event, etc. to reach out to them per

the triggers in their life.

•Track and measure.

•What’s working? What’s not? Do more of what’s working.

5 Action Points

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