The Marketers’ Senate

Brand Recognition and Brand Loyalty

Kevin Nuber, LifePro’s
marketing specialist shares his views on the basics of
marketing, brand recognition and why brand loyalty is so
important in today’s consumer world.

Basics of Marketing:

The more successful a producer is at individual and business
marketing the more successful he/she will become.

History of Marketing:

In marketing history that are 4 stages of the marketing
evolution.

Push

Supply

Demand

Strategic

In a Push marketing the companies or individuals relied
on the simple fact that if they built 100,000 of a product,
consumers would buy them. ,br> Soon, the general body of thought
was integrated for the first time taking account for consumer
needs and consumer behaviors.

In Supply marketing companies relied on large production
capacity and personal selling, integrating the first ’sales’
man. In a short amount of time Demand became the standard
of marketing where companies catered to the needs of the public
and consumer needs dictated what products and services were to
be produced thus creating a consumer driven marketing campaign.

>From 1985 to the present companies and individuals recognized
the need and potential for Strategic or Hyper Marketing.
The basis of this kind of campaign is for the marketers to
create new, markets thereby creating the needs and buying
behaviors of the consumer.

In a Life Insurance Producers World, where consumers are the
general public, it is imperative to recognize the needs of your
clients while also creating their needs by educating them on
investments they may not have otherwise explored. This
philosophy brings the:

5 Steps of Consumer Decision Making

Need Recognition

Recognizing the initial needs of your client and listening to
the goals they want to achieve

Information Search

Both client and agent research the options

Evaluation of Alternatives

Both client and agent research and evaluate the alternatives

Purchase

Post Purchase Behavior

Follow up to purchase and request for future needs creating the
ideal result… Brand Loyalty and Life Long Clients

*for every negative experience a consumer has they relay this
negativity to at least 8 people

The 4 P’s of Marketing

Product - know your product well and offer the best

Place - know your demographic and the behaviors of your
marketplace

Promotion - market your brand as often and as effectively
as possible

Price - offer competitive prices or competitive services

What is a Brand?

A brand is a name, term, symbol, design, or combination thereof
that identifies a seller’s products and differentiates them from
competitor’s products.

What is Brand Image?

All the ideas and feeling associated with a brand.

For example if you see Coca Cola’s brand you immediately have
certain feelings associated with it. Most individuals relay the
same feelings of ‘dependable, American staple, refreshing, etc’.

In branding your company, whether it may have 1 employee or
1,000 employees, be conscious to design your brand around the
concept of your company. Keep the perception of your brand and
the reality of your brand as near to each other as possible or
you will fail to achieve the ‘brand loyalty’ and obtain your
clients for life.

Use a Sale’s Model

All successful producers use and maintain their sales models.

Pre-transactional, Transactional and Post-transactional
Pre-transactional

Prospecting

Pre-Approach (do the history and know your clients and their
needs before starting the sale)

The approach

Transactional

Problem or Need Discovery

Making the Presentation

Negotiating Sales and Overcoming Resistance

Closing the Sale

Post-Transactional

Continuous follow-up after the sale

All producers have the opportunity to become lifetime advisors
for their clients. Continue to approach consumers with a
needs/solution based personal touch and utilize the coaching of
other successful professionals to continue growing your business
and profits.

Contact Kevin Nuber
today and get started working with LifePro. Let us help you grow
your business!