One Marketing Secret from AOL and Coca-Cola That Will Actually Work for You

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Allow me to be brutally honest with you…

There's not much that companies like Coca-Cola, AOL, Microsoft and McDonalds do in their marketing departments that will work for you, the life insurance agent.

Not because you're less of anything important. But, simply because your budget is miniscule compared to theirs. Which it should be since you don't have a global market to penetrate.

Yet, when many small businesses create marketing materials and strategies, they look at these giants for ideas. Many agents try to create memorable slogans, cute logos and graphics that are super-cool looking.

Heavy disappointment sets in when all of the time and money doesn't even begin to pay off. Don't get me wrong here, the marketing those companies do works very well for them. But, it works because of their market, their product and their BILLION dollar budgets.

Behind all of the glamour in their marketing departments is a strategy that works very well in the life insurance business. In fact, I'll be you've seen it in action firsthand more than once already this month.

It's called integration marketing. Integration marketing is integrating with a process that outside entities use when offering a service to your target market when they are highly likely to need life insurance.

Let me give you an example I'm sure you'll relate to if you've bought a new computer in the past 5 years.

Remember back to when you opened the box of your shiny new computer. If you're anything like me, this is usually an exciting time. Even if the "new" computer is just a few months newer than your "old" computer, it's an electric time.

After you unpack the box, get all of the cords and pieces connected you can finally turn on your new toy.

The first time you look at your computer desktop, you witness integration marketing at work. Most of the icons on your desktop are not needed for the computer to function properly and are from third-party companies.

You have an antivirus software, internet service provider, online music company and a few other software companies offering you free trials of their products.

Obviously not everybody uses these free trials. But a significant percentage of new computer users will end up using at least one of the software programs pre-installed on their new systems.

AOL is one of the early pioneers of this strategy. They - smartly - recognized that people will need an easy portal to the Internet when they buy a new computer. If they're not loyal or partial to a particular brand, they are likely to take the trial.

And the same is true of Coca-Cola and McDonalds. If you go to McDonalds, guess what you're drinking? A Coca-Cola product, baby! Notice there aren't any "Coke Stores" around? Coca-Cola has mastered the art of integration marketing. They realize that salty and greasy food will make people thirsty and their product should be integrated with the French fries and hamburgers to create a full meal.

Hopefully you're beginning to see the power of integration marketing. If you are, you're certainly wondering how to do this in your life insurance agency. And that, my friend, is what I'll dedicate the rest of this article to.

Ask yourself this: "what businesses in my market are selling a product or service to local residents that will prompt or expose the need for life insurance?"

Here are a few examples:

- Mortgage companies - Tax Preparation - CPA - College planning

Now, I realize this industry is well aware that forming alliances with companies in these industries is fruitful. But, integration marketing takes that proven principle to the next level. Rather than taking them a bag of candy and a stack of brochures, you should integrate with a fundamental process these companies must go through to complete their jobs.

Take the mortgage company for example. Most Americans will have to take out a mortgage on a house at least once in their lives, and through this experience you know that the first step in obtaining a mortgage from the bank is proving that you are worth enough to be trusted with a large sum of money.

After your financial worth is assessed, the mortgage company will take these numbers and use them as a guideline for finding the right bank for you and your financial needs. They may suggest obtaining life insurance in order to help the bank view you as a stable investor.

If you have an alliance with this company, you might get a referral. But that's it. If you've integrated with this company, the conversation with the potential client will go something like this: "Well, Susie and John, we have found a bank that would be perfect in helping you with your financial needs, but they don't trust that you will be a stable investment for them. We suggest obtaining life insurance, because it will show the bank that you intend to pay them back no matter what may happen to you. We've arranged VIP treatment for you with the XYZ Life Insurance Agency (You). Based on what I see from your financial records, I recommend a 15 minute review to cover your needs. I've marked that on this document for you. Call the number on this card and you will reach a trustworthy agent that will take wonderful care of you."

See the difference? Much more powerful. You've integrated with a process the company must go through to get going on their job.

There are a few minor details to think through with every integration. However, if you consider the fact that these relationships can be worth dozens of new clients, this extra mental exercise is very worthwhile.

While I don't recommend independent life insurance agents mimic much that the Fortune 500's do, I hope you grasp the power of integration marketing and use it as a reliable and inexpensive source of new clients for years to come.

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