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Agents Share Their Marketing Secrets in PIA’s 2015 Agency Marketing Guide

WASHINGTON – The National Association of Professional Insurance Agents has unveiled the sixth edition of its annual Agency Marketing Guide...
July 13, 2015

Sixth Edition of Association Publication Highlights Successful Strategies Shared by Agents

The National Association of Professional Insurance Agents (PIA National) has unveiled the sixth edition of its annual Agency Marketing Guide. The 2015 PIA Agency Marketing Guide has mailed to PIA members across the country and is now available to PIA agents online at

The 2015 PIA Agency Marketing Guide focuses on case studies of independent insurance agents working in communities across America. These agents have agreed to share their secrets to success so that other agents can learn from their experiences. Agents looking for practical advice on how to leverage new technologies will find many concrete tactics in this publication. Agents looking for creative twists on more traditional marketing tactics will also find much to learn.

“Perhaps one of the more inspiring developments in independent agency marketing is the confluence of new and old marketing strategies,” said PIA National President Richard A. Clements. “While many agents shared with us how they are leveraging various types of digital marketing, they demonstrated how they are using these new technologies to capitalize on the inherent strengths that only local, independent insurance agents bring to customers. Others shared innovative, non-digital marketing tactics that also capitalized on strengths that only living, breathing agents possess. It is clear that agents have advantages that no other insurance sales channel has; successful agents will stay ahead of the curve and leverage those advantages.”

Agents looking for help with their digital marketing will find guidance on marketing automation; marketing to mobile devices; leveraging online reviews, video and visual content; advertising on Facebook and practical tips for using social media to build their brand and find new clients. Readers will also learn about three markets that might make sense for their agency, strategies they can use to hire and bring along new producers who will succeed—and tactics they can use to create leads for their sales force. Agents will also find strategies for building business, loyalty and the agency brand through event marketing, charitable work, risk management and soliciting feedback from customers.

“PIA’s Agency Marketing Guide is full of practical advice that can benefit any agency,” said Alexi Papandon, senior vice president of products and services for PIA National. “More importantly, it contains viable strategies for succeeding now and in the future. Agents cannot afford to sit idly by while the world moves forward around them. PIA’s publication helps to make sense of the modern insurance marketplace, in a way that agents of any size or technical savvy can understand.”

Current and past issues of PIA’s Agency Marketing Guide can be read online at The new edition of the publication is currently restricted to PIA members, but previous editions can be read by insurance professionals who have not yet joined the association.

Like the 2015 edition of the publication, the 2014 edition highlighted successful marketing strategies shared by practicing agents. The 2013 edition focused on how agency owners can get the most out of their people, processes and systems, so that they can increase sales and improve their bottom line. The 2012 PIA Agency Marketing Guide focused on how agents can make personal lines insurance a profitable and valuable part of their agency’s offerings. The 2011 publication included an “Agents’ Guide to Internet Marketing.” The inaugural PIA Agency Marketing Guide, published in 2010, contained a soup-to-nuts guide on how independent insurance agents can use social media to support their agency’s sales strategy.

Past issues of the PIA Agency Marketing Guide have received numerous awards, including the MarCom Gold Award, presented by the Association of Marketing and Communication Professionals, and the APEX Award of Excellence.

The 2015 PIA Agency Marketing Guide is the latest offering from PIA’s award-winning PIA Branding Program, Local Agents Serving Main Street AmericaSM ( Through the PIA Branding Program, PIA provides its members with marketing tools, including social media support and print and radio advertisements, in both English and Spanish.

PIA National wishes to thank the sponsors of the 2015 PIA Agency Marketing Guide: EZLynx, ITC, Rough Notes and Smart Choice.

Founded in 1931, PIA is a national trade association that represents member insurance agents and their employees who sell and service all kinds of insurance, but specialize in coverage of automobiles, homes and businesses. PIA members are Local Agents Serving Main Street AmericaSM. PIA’s web address is

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