Too often when I am helping an agent update an existing marketing plan, prepared by someone else, I frequently find that they contain a lot of what I refer to as “non-marketing fluff”. Simply put it is filler that is often used to make the plan look more impressive. The opposite effect is usually the result.
It is easy to fall blindly in love with statistics, charts and and demographics when preparing a marketing plan. The most important guide-point to help avoid overuse of such data is to always remember the following two major purposes of a marketing plan. They are equally important.
For one, an marketing plan is developed to provide direction for an agency’s operations, especially as relates to revenue enhancement and profitable growth. It is the agency’s map to guide them through the processes that will most probably ensure success.
Secondly, and just as important, a marketing plan is developed to show both your existing carriers and prospective carriers how you are going to attract and write the profitable business that they want from their agency partners.
No one wants to have to swim through a lot of “marketing fluff” to get to the real-life activities that will get you to achievement of your objectives.