Each annual meeting hosted by the National Association of Independent Life Brokerage Agencies is meant to help the industry succeed amid challenges. One such session at the recent NAILBA 35 conference in Dallas did just that.
Life Happens, the non-profit organization, has been working to better educate the public about important insurance planning topics since 1994.
Life Happens has also been arming insurance agents with key business resources.
“We concentrate on educating consumers on what our products do, not what they are,” Marv Feldman, president and CEO of Life Happens, said during the organization’s NAILBA 35 presentation. “The problem we have is people will buy our products, then several years later they forget why they bought it and they lapse it.”
That’s where Life Happens comes in. The organization has tools agents can use to reinforce to consumers why they first bought a particular insurance product.
“We educate, motivate and build confidence,” Feldman said. “We do this in three basic areas: life insurance, disability insurance, long-term care insurance.”
Life Happens also has become successful when it comes to using well-liked celebrities to promote the importance of life insurance. Take its latest campaign featuring spokeswoman Danica Patrick. The promotion has been Life Happens’ most successful campaign to date.
Continue on to watch a video that illustrates just how successful the Danica Patrick promotion was.
“We made a decision to not go with a story of loss,” Feldman said. “Instead, we went with a story of someone who is in a very risky profession. It’s worked out exceptionally well.”
It quickly became apparent to the Life Happens leadership that Danica Patrick resonated with the public.
Consumers exposed to Life Happens video advertising were 75 percent more likely to seek out information about buying insurance, she added. That’s good news for agents and advisors.
“But we at Life Happens can’t make them buy; it’s important for you to be involved in that,” Feldman stressed.
Life Happens Pro — the arm of Life Happens that houses continuously updated resources for agents and advisors — has thousands of helpful resources including:
- True story campaign templates that agents can customize to their brand
- Embeddable videos for Facebook
- Embeddable tools with custom links
- Customizable email marketing programs
The stats tell the story. Life Happens boasts a Facebook content engagement rate of 23 percent, while the average for insurance brands is 3 percent. In 2015, the organization’s Facebook posts reached 100 million individuals. What’s more, their “Life Insurance 101″ video on YouTube garnered more than 1 million views.
“Who would think that a life insurance video would get any views on Facebook? …(But) it does resonate with the consumers,” Feldman said.
Life Happens may not be able to solve all of the problems in the life insurance sales space, but it’s clear the organization is dedicated to helping agents and advisors educate consumers on the importance of planning for the unexpected. And that is something the industry can always expect.
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