The Future of Insurance: How to Market to Millennials

© 2015 Agency Revolution, All Rights Reserved
The Future of Insurance:
How to Market to Millennials

Remember, this is a‘live’ webinar.
You can type your questions here.

Introducing: Michael Jans, President and CEO, 
Agency Revolution.

Thank you to our sponsor

Huge.  
Too big to
ignore.
The future.
(They own it.)
Leading the changes 
in the marketing 
and sales process.
Requiring a
different 
way to sell to.
That millennials are:

Vision
Understanding how
influential this
generation is
 
Why they buy... 
What they love... 
What they hate.
ACTION ITEMS
To give agents and brokers:

Obstacles
STOP

Personnel who don't "connect"
to the millennial.
"Feel" of the shop.
Obstacles
STOP
Old School, Everything.

Lack of insight on what makes
them tick.
Obstacles
STOP

Marketing messaging that 
turns them off.
Obstacles
STOP
INTERRUPTION advertising
doesn't work!

Obstacles
STOP
Bigger than Boomers.
Values mature as 
lifestyle matures: 
Cars, Homes, 
Children, Businesses.
Underestimate their power.
83 Million
in US alone

No formal commitment to earn
their business.
Obstacles
STOP

Transformation

1. Digital Native
• always connected
• expect other to do
the same
friend
friend
friend
friend
friend
friend
friend
friend
Understand the Psychology

2. Global Unrest
• trust must be
earned
• exposure and
recession have
made weary
9/11
Terrorism
political
disenfranchise
Student
Debt
RECESSION
Libya
Afghanistan
Iraq
Understand the Psychology

Transformation
Price is all that matters. 
Will pay premium for 
brands they love.
Eliminate myths.

Transformation
To Earn the Heart andWallet of
the Huge Millennial Generation.
7Ways

TheyValue Being Connected.
(And they do it online.)
1

95% claim that their friends are the most
credible source of information about
products and services.
Community is such an important social
value, they place a higher than average
value on being“liked.”
http://www.shoutlet.com/blog/2013/07/marketing-to-millennials-three-powerful-stats-on-engaging-the-most-important-consumer-generation/
95%

ACTIONS:
Be Connected,
a MILLENNIAL level of connected.

Invite them to participate in your 
Referral Program.

Make yourTeam Page fun & fascinating.
2nd most visited page.

Invite them to participate in your Online
Reviews Campaign.

Like them!
Show your appreciation.
From theWelcome Campaign forward.

Agency Management System
New Lead Warming Campaign Over 10 Cross Sell Campaigns Birthday Campaigns “Lost Soul”Campaign
Welcome Kit Campaign Claims Campaign Account Review Campaign Reinstated client Campaign
New 
Lead
Ongoing 
Customer
New 
Customer Claim Birthday
Lost 
Customer
Regained 
Customer
Renewal 
in 90 Days
GuideYour Customer’s Journey

2They Refuse to be Passive Consumers.

Online Reviews

AddValue.
Don’t be a
commodity broker.
Help them be
smarter.
Explain insurance.

CSR Report Card system.
Email to survey: Seek their opinion.
I’d LikeYour Opinion

They value experiences in the
product relationship.
3

Tell them your STORY. Don't sell,Tell.

Invite your millennial Raving Fans to tell their story.
Invite a handful of them to the office toTALK.

Authenticity Rules!
4

Human-to-Human marketing.
Be Real
Be Remembered Be Relevant
Human to
Human
Marketing
Tell your story
Share your values
Don’t hide behind“brand”
Add value
Nurture throughout lifecycle
Know your customer
Use video
Communicate frequently
Entertain, inspire, educate

Human-to-Human Marketing
Deliver nurturing
messages once a month.
Add value in every
communication.

Create Community
5

Show it on your website.

Host community events:
- eCycling Day
- Shredding Day
- Safety Day
Be engaged in your community.
Blog about it.

Support their communities.

Don't Present with OldTechnology!
6

If it's not“Responsive Design”, you're turning off
and missing half your traffic.

Your emails need to be responsive, too!

YOU should control your site. 
Not your webmaster!
Upload:
‣ Video
‣ Articles
‣ FAQ's
‣ Blog
‣ Any Content

Blog enough.
Even if Google is the only reader.

Answer questions millennials will have.
Have your CSRs and producers create 
a list of questions.

When Appropriate, Hire Millennials.
7

Let them be millennials.
If you're not committed to modern technology,…

…you won't attract a modern team.

Point Action Plan.9

1 email marketing
• they check their smart phone 43 times
per day
• email must be responsive

Treat them as a person, not a prospect or a
'policy holder'
• touch them as a person at each stage
in their lifecycle
- new lead
- new customer
- new claim
- closed claim
- birthday
- renewal, etc.
2

comprehensive library of content

Deliver more value than‘pitches'
• monthly newsletter, nurturing
messages
• show appreciation and gratitude
• genuine disaster preparedness
3

Use email to engage them in…
• online reviews campaign
• referral campaign
• testimonial campaign
4

Your website. Highlight
• your team
• your community activity
• information relevant to them
• your story
• your values
5

Your website. Make certainYOU are in
control:
• upload your own content:
• articles
• FAQs
• video
• blog
• refresh it consistently
6

Your website. upload your own content:
• Web and emails both must be
RESPONSIVE
7

Social Media
• Focus on more on‘how much can I
give’ than‘how much can I get?’
• Use it mostly for‘top of the funnel’
• Don’t expect them to jump to the
bottom of the funnel…without a
middle
8

Follow up…look in your email:
• REPLAY of this webinar (listen with
your team)
• REVIEW SLIDES in Slideshare
• Give input to next training: Digital
Marketing For Decision Makers (See
link to survey. Participate and the
course is yours, free!)
9

See For Yourself.
Request a Demo Today!

81%
Research online before shopping
72%
Trust online reviews as much as personal recommendations
91%
Check email at least once a day
71%
Adults use Facebook
Consumer Behavior Has Changed
Sources: Pew Research Center, ExactTarget, Search Engine Journal

And it’s not just millennials
15
Time spent online by Baby Boomers
(more than millennials)
hours/week
1. http://www.bizjournals.com/phoenix/blog/techﬂash/2015/10/can-you-guess-which-group-is-online-even-more-than.html

And it’s not just personal lines
84%
Deloitte: 84% of small business owners would
purchase online to save money
So Far, So Close, James Colaço, Senior Manager, Monitor Deloitte, and Leader in Deloitte's P&C Insurance Practice

A billion in disruption ﬁrst half‘16

Earn my loyalty,
and I’l reward you.
97%
retention
2.5
referrals
25% more
insurance
The Highly Loyal Insurance Client Delivers…
…SEVEN times the Lifetime Customer Value of a low loyalty client
and THREE times the value of a neutral client! Yup, SEVEN times!

Highly Loyal
Insurance Client
I want a
quote!
Lead
Guides each customer’s journey

Comprehensive Content Library

Easy To Use Campaign Builder

Beautiful, Responsive Email Builder

Easy, unlimited segmentation of book

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The Future of Insurance: How to Market to Millennials

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