Connections
4 Ways Insurance Agents Can Use New Printing Technology
Insurance agents, especially the independents, are constantly looking for new ways to reach new customers. They’re not only competing against other insurance agents, but against every other advertising and marketing message that’s out there. So how can you stand out, especially if you’re on a limited budget?
With today’s new printing technology, it’s possible for even the smallest independent agent to make a great impression. Here are a few ideas.
1. Variable Data Direct Mail Postcards
Direct mail is still effective, especially as fewer companies use it. The less mail people get, the more yours will stand out. You can purchase mailing lists based on a person’s age, marital status, number of kids, and you could send an individualized postcard that lists a basic insurance plan and costs for that person. The variable data lets you change the information on each individual postcard, without extra printing costs, or a lot of creative work. Yes, variable data costs more than regular printing, but the improved ROI makes it worth the extra expense.
2. UV Coated Business Cards
These are all the craze in the business world and networking circles. They’re shiny, thicker, and generally nicer than their non-glossy counterparts. And they’re really not that expensive. Your print shop can apply a UV coating during the printing process. The UV coating will make the colors pop, so use this chance to create some very colorful, vibrant cards.
3. Variable Data Brochures
What if you were given a brochure printed just for you? How would you feel? Pretty special, right? You can create that same feeling in your customers by using variable data brochures, but on glossy paper. Thanks to today’s digital printers, you can run thousands of brochures, but individualize each of them for your clients. Using the same techniques and ideas as the variable data direct mail, you can create variable data brochures. Add additional information like photos, home values, maps, and even photos that relate to your customers’ interests and concerns.
4. Car signs
Thanks to today’s wide format printing technology, printers can put UV-cured inks on nearly any surface. In our own shop, we’ve printed these special inks on ceramic tiles, plywood to make signs, and even a door. So it’s easy to print a car sign on magnetic film, which you just put on your car door, and take off when you need to. We’ve seen insurance agents who had vinyl lettering on their rear windows and vinyl signs on their doors. But the vinyl lettering is usually one or two colors. But, with UV-cured inks we can print full color. Put your photo, logo, phone number, and website on the sign, and your car can be your business card as you drive around town.
Variable Data Sales Literature
You’re going to a conference, do you bring along the same old generic sales literature you brought to the last trade show? Or, do you bring event-specific brochures and business cards that highlight your products and services that are pertinent to the industry you’re targeting right now?
Printing is cheap now, cheaper than it’s ever been. With the advent of ultraviolet printing, it’s gotten even cheaper. Thanks to UV curable inks and digital printing, you can do short runs on a tight time budget for a fraction of what you might have paid 5-10 years ago. So, again, I ask, why are you printing your sales literature in bulk and settling for generic information?
Variable data sales literature lets you:
- Customize brochures to the event you’re attending. For example, you could include your hospitality suite information and booth number right on your literature.
- Target specific customers and entrepreneurs. Are you chasing a big client? Now’s your chance to impress them with a focused, targeted and branded brochure specific to their needs.
- Highlight your presence in a specific location. Have branches across the state or country? Don’t settle for generic, nationwide sales literature – get specific.
- Stay up to date. Stop handing out sales literature with old prices, old staff and old products. Short UV runs make sure you’re always up to date.
- Access high quality at a low cost. I see a lot of entrepreneurs at trade shows trying to utilize variable data with home inkjets and office lasers. It never looks good and usually ends up costing close to the cost of an affordable UV printing run. Save yourself time and money and just go pro
So, instead of printing enough brochures to last you for two years’ worth of trade shows, start utilizing variable data and focus on short runs that are targeted and specific. You’ll pull more people in, ensure your literature is always up to date and you can do it all for a minimal cost.