Let customers tell their stories

▶ In the first of a three-part series, Insurance Age looks at how brokers can promote themselves to current and potential clients through the full range of media available. This month focuses on the advantages of regional marketing and public relations.

Ralph Savage, director at RTS Media writes: “In the not so old days, local or regional marketing meant painstakingly listing services in the classifieds of a provincial paper and making sure the Yellow Pages was always up to date.

Things have changed since then, but the game remains the same – find your audience, target them with a message and follow it up.

The question is how do you work the available media channels to your advantage? On first glance the options seem somewhat bleak as media