I observed my five-year mark as President of the premier Independent Marketing Organization in our industry last month. When I started in this role at Creative, we had just finished a $1.1 billion sales year in annuities, were located in a different building, didn’t know what mobile marketing was and had an advertising department of five. Our Tailor Made (elite level) agents numbered 20. Our 20th ranked agent did $4.6 million of combined life and annuity production.
Things change rapidly. Our life and annuity production is up 50%. Our Strategic Marketing and Communications (SMaC) department consists of 14 people, exceeding the capabilities of most small to medium ad agencies. Our Tailor Made agents number 70 going into 2012, and the current top 20 do 50% more production than the top 20 from 2006. The old seminar and postcard lead generation systems are gone. Our new programs are flourishing, including the Steranka Coaching Program, 6° of Marketing, the Credit Union and Public Service Program, and our Dynamic Marketing Portal with proprietary lead generation and marketing tools. We have reorganized internal staff and service in life and annuity divisions to better support agents based upon their needs and level of business with Creative.
There is no resting on laurels, however. There is no stopping the pace of change, any more than King Canute could hold back the tides by his command. We are in a very competitive business to provide sales and marketing support to independent life insurance and annuity agents. Five years from now, those who do not keep innovating will be left in the dust.
That’s why we listened to you and our Creative Agent Advisory Board (C.A.A.B.) and just announced a first of its kind – our agent Deferred Compensation Plan, to which you don’t have to make a single contribution. For details, see Steve Phillips’ article, first up in this issue. It’s time your IMO started helping prepare you for financial freedom. If you are not already with Creative, stop and listen to our value for you. If you are, take full advantage of our continual innovation of firsts in the industry. Call us today.
Mike
FOR AGENT USE ONLY. NOT FOR USE WITH THE GENERAL PUBLIC. 12154 – 2012/1/23