TRUSTED CHOICE®TO RUN NATIONAL TV ADS MONTHLY
Strategy shift to year-round ads means more opportunity to run local tie-in campaigns
ALEXANDRIA, Va., Sept. 6, 2006—Consumers will be seeing more of Trusted Choice® when the brand program begins running TV ad flights monthly starting in September.
As part of a shift in strategy, Trusted Choice® will run TV commercials throughout the next 12 months, giving participating agencies the opportunity to maximize their exposure by running local tie-in ad campaigns.
“This new advertising strategy will help Trusted Choice® agencies tap into the ever-growing consumer awareness of the brand,” says Robert A. Rusbuldt, CEO of the Independent Insurance Agents & Brokers of America (The Big “I”). “It is important that the more than 6,400 member agencies take advantage of this new strategy to build local consumer awareness of their Trusted Choice® affiliation.
“This is the first time Trusted Choice® has run a national ad campaign for a full year. We believe these more-frequent ad flights will help pique the public’s awareness of the brand, creating consumer understanding of the value of Trusted Choice® agents,” Rusbuldt added.
The ads will run on top-rated programming on a variety of cable channels including Fox News Network, CNN, The Weather Channel, Travel Channel and other popular cable networks that effectively reach the brand’s target demographic. For two weeks each month, Trusted Choice® ads will run on a single cable network. The selected network will change from month to month.
The first ad flight launches Sept. 11 for a two week flight on The Weather Channel, ending Sept. 24. The complete ad flight schedule is available in the “Advertising” section of the password-protected “Agents/Brokers” area at www.TrustedChoice.com.
Running national TV ads every month will minimize the “dark” periods between Trusted Choice® national ad flights, keeping the brand in front of consumers on a consistent basis.
Trusted Choice® Executive Director Jeffrey A. Myers says that effective agency local tie-in campaigns do not have to be just TV ads.
“A successful tie-in campaign is not dependent on the selected medium. Success is dependent on rolling up your sleeves and getting in on the action,” Myers says. ”To help agencies with planning and conducting local ad campaigns, Trusted Choice® provides its participating agencies customizable versions of print, TV and radio ads for local use,”
“This year-round campaign provides a great opportunity for Trusted Choice® agents to get double media exposure in their communities. By running local advertising in combination with national advertising a Trusted Choice® agency will reinforce its place as the consumers’ smart choice for their insurance needs,” Myers adds.
Participating agencies can preview and order the customizable TV and radio ads at www.TrustedChoice.com by logging onto the “Agents/Brokers” area and then clicking on “Advertising.” Billboard ads will be added to the site soon.
The print and billboard ads can be previewed and downloaded directly from this area. An order form for tapes of the TV and radio spots is available online as well. An agent can download the form, complete it, select the media outlet to receive the tape(s) and fax it to the Trusted Choice® distributor. The tapes will be sent directly to the selected media within a couple days.
In addition, helpful information about how to plan and launch a local broadcast (TV and radio) and print advertising campaigns as well as “how-to” information about buying and placing advertising is available in the “Advertising” section.
Launched in 2001 by The Big “I” and several agency companies, Trusted Choice® is the national consumer brand created to educate consumers about the benefits of using independent agents and brokers for their insurance needs. The brand highlights the benefits consumers get—choice of companies, customized policies and advocacy support—when using an independent agency.
Trusted Choice® is promoted through a combination of national, state-level and local-agency advertising, promotional and marketing activities; insurance company branding; public relations campaigns; and Internet communications.
Trusted Choice® is the consumer marketing identity for more than 6,400 independent insurance agencies and brokerage firms and their branch locations. These insurance and financial services firms offer individual and business consumers a choice of insurance companies, customization of policy coverage and advocacy support. Web address: www.TrustedChoice.com.