Guilty By Association Affinity Marketing and Unlimited LTCi Prospects

1. Guilty By AssociationAffinity Marketing and Unlimited LTCi Prospects Brian M. Johnson, MBA,CLTC New York – National Long-Term Care Brokers

2. The True Challenge • Selling is the easy part. • Finding enough qualified people to talk to is the hard part. • Gaining trust is sometimes harder.

3. I began looking for prospects...

5. The “Ah-ha” Moment… • We’ll call her Judy… She deserves the credit for my “ah-ha” moment. • My story… • You never know when you’ll be inspired. • Be persistent if you believe in what you do.

6. “I’d Like To Solve The Puzzle!”

7. Affinity Marketing • Access • Numbers • Trust • Resource • New Opportunities! • Most carriers have marketing material and staff devoted to affinity discount programs. Ask your BGA!

8. Professional Associations • Affinity Discounts • Disability, Long-Term Care Inusrance, Med Supp • By laws, Dues Paying, In Existence for 2+ Years • Associations are in need of member benefits • Value Added. - Justify Dues • Attract and retain members • Little or no cost / administration • Stay ahead of competition

9. Why Associations Work For Us • Our ideal clients • Members see value in paying dues for professional and/or personal development • Associations exist to set standards for industries and professions, provide networking opportunities for like minded people and to provide education and training. • A sense of community coordination is at the heart of associations. • Gives us an affinity with the members • We are prescreened by the association • Access to large groups of people, through multiple channels • Smaller up front costs with higher closing ratios • Opportunities for other lines of business – branch out

10. Where To Find Associations • The Best Way  Ask your current clients and/or people you do business with. • Other brokers and agents • Google, The Yellow Pages • In 2005, it was estimated that there were approximately 1.8 Million Associations in our country. 1. ASAE and the Center for Association Leadership. www.ASAEcenter.org • How do you spend your leisure time? • What interests you?

11. Which Associations Are Best? • You could say all of them! • Everyone faces challenges. Our advice and financial instruments assist with these challenges. • Smaller, localized associations are easier to penetrate. • National and State Assns. have county zones or chapters. • Associations that are comprised of actual businesses or business owners. • Associations that you share an affinity with. • If you like dining out, approach the restaurant association.

12. Plan Ahead • Set clear, concise expectations with the association. • Marketing Plan • Timeline • Their role vs. your role • Be clear that you intend to co-brand with the Association. • All marketing material will be submitted to the association for review prior to implementation. • Systematic, separate marketing initiatives for your offering.

13. Your Marketing Mix • Welcome or Announcement Letter from the Executive Director is essential. • Targeted or Blanket Direct Mail. • Targeted or Blanket Email blast. • Schedule speaking events. • Be proactive • Call centers of influence (Chapter or Zone Presidents, Boards of Directors) • Attend conferences, be an exhibitor • Ask for the executive director’s input. He/she is thinking in different terms than you – ask often.

14. Email Marketing - Your Key!

17. Your State is BIG! The inquiries are rushing in but the Association members live hours away from your place of business. • Partnering opportunities • Phone appointments/Conference Calls • Web Presentations • Association members are willing and WANT to conduct business via the phone, mail and web.

18. Web Presentations • Increase your appointments • How are we meeting vs. Are we meeting? • Non intrusive • Saves time for you and your prospect • People appreciate the convenience • Instant credibility coming through the association • Opens an opportunity for a face to face meeting • Gives you a competitive advantage • No geographic restrictions • What to use: • www.gotomeeting.com • www.webex.com

19. Sample Web Presentation

20. Involve Your Prospects • They can see what’s on your computer, so… • Have pictures of yourself, your family, hobbies, vacation pictures • Brand presentation material with Association name / logo • Create scripted questions to ask through out the presentation. • Unless you’re using a web cam, you can’t see your prospects’ facial expressions/body language. • Involve the prospects on the illustration design. • They will like the transparency

21. Illustration Design

22. Bring it all together • Pay attention to societal trends • Technology, demographics, etc. • Look to other industries for ideas - You want to experience service, take tea at the Ritz. • Find Associations through your clients, the people you do business with, the internet and the activities you enjoy. • Get an appointment with the executive director. • Become a master marketer and co-brand with the association. • Expand your reach by leveraging web meetings. • Create a “web,” from your new clients. • Get the names and numbers of your new clients’ advisors (CPA’s, Financial Planners, Attorneys) MUTUAL CLIENT. • “Approach an ordinary activity in an extraordinary way.”

23. Questions? Brian M. Johnson, MBA, CLTC New York – National Long-Term Care Brokers, Ltd. bjohnson@nyltcb.com 800-695-8224 ext. 154