Dramatize Your Agency’s Flood Insurance Promotions

Use ‘Flooded Photos’ to Creatively Market Flood Policies

No matter what we mere humans do, nature does whatever she wants, whenever she wants. All we can do is pick up the pieces and rebuild from the devastation that she brings. The latest destructive forces in the United States, as of this writing, were the floods caused by Hurricane Irene. The storm’s heavy rains impacted a wide swath of communities from North Carolina deep into New England. Homes and businesses suffered from extensive water damage. To make matters worse, many were uninsured. It’s why property/casualty insurance professionals must continuously encourage consumers and businesses to acquire flood insurance.

Be Flood Smart

The National Flood Insurance Programs’s FloodSmart Web site (www.floodsmart.gov) notes that “Floods are the No. 1 natural disaster in the United States” and that “nearly 20 percent of flood insurance claims come from moderate-to-low risk areas.” So virtually every property owner, renter, and business can benefit from buying flood insurance. The key to the sale is getting prospects to recognize their vulnerability.

To many of those unaffected, hurricane-related tragedies are mere news stories. If the damage didn’t happen to them, their family, or a neighbor, then coverage isn’t a priority. This not-me attitude necessitates a more dramatic, localized marketing approach, one that alerts area homeowners and others to the risks of flood damage and the fact that it’s not covered by standard policies. The national flood insurance promotions can only do so much. It’s up to individual agencies to do the rest. Create your own multi-channel campaigns, with personal and local impact, and time them to allow for the flood contract’s 30-day waiting period.

Personalize Images

Grab the attention of selected prospects and insureds by sending them “flooded” images of their home or commercial property. It’s extremely easy to add a stunningly realistic illusion of floodwater to any digital photo [see before and after photos of Big Ben]. Here’s how to generate this intentionally disturbing imagery. Purchase $99 Adobe PhotoShop Elements [www.adobe.com] and the Flaming Pear’s $29 Flood filter plug-in for PhotoShop [www.flamingpear.com/flood.html]. Install both software tools on your PC or Mac, and you are set to go.

In many cases, there is no need to take new pictures of the subject properties. Check your records for suitable file and inspection photos of a residence or business. Also explore the Web for legally useable images. Modify your digital photograph with the above software (it’s very easy to do, really) and save the resulting photo under a new file name. Then include it, with a well-worded message, as an e-mail attachment, in a sales letter, on the front of a self-printed postcard, etc. Let the photo illustrate how the recipient’s property might look after a major flood, while pointing out that the imaginary image is merely a simulation, not a prediction.

Localize Images

In addition to this personalized approach, run a campaign to position your office as the flood insurance experts in your marketing territory. It’s a great door opener for selling further personal and commercial lines policies. Use the aforementioned software tools to “flood” photos of your city’s skyline, well-known local landmarks, etc. The make-believe possibilities are endless. Distribute the modified photos by attaching them to your Facebook wall, via photo-enhanced tweets on Twitter, and on your Web site. Further employ the images in display ads, cable TV spots, direct mail, publication inserts, and more for maximum effect. Caution: Never let your creativity get the best of you. Make certain that you employ good taste in your photographs and accompanying messages. Remember that your goal is to enlighten people about flood insurance, not frighten them.

Topics Flood