Copyright © 2012 Insurance Marketing HQ. All Rights Reserved. Snowblind by Themes by bavotasan.com. Powered by WordPress.
Dictionary.com defines niche as, “…a place or position suitable or appropriate for a person or thing.”
Smells like money
According to the USDA website, nearly 90% of Kansas’ total land area (46.4 million acres) is used for farming. If you live in Kansas, chances are you work for a farmer or depend on selling things to farmers to make a living. To ignore farmers in Kansas is to ignore the chance at success.
One vital niche of the farming industry that many people don’t know about is manure hauling. Manure is called brown gold by many farmers for its ability to fertilize soil, but it doesn’t come without risks to the environment and bank account. The potential for massive EPA fines from nitrates seeping into groundwater is a risk, especially considering that for every gallon of milk or pound of beef, there’s often two to three times the amount of manure to deal with.
Copeland Insurance Agency, headquartered in Manhattan, Kansas understands the risks farmers face when it comes to dealing with brown gold and have honed in on the niche by offering a specific Manure Hauling Policy that covers the transportation and disposal of manure. It’s protection for the environment and for farmers.
To corner this segment, Copeland is embarking on a pay-per-click advertising campaign using various search terms to allow farmers to find their niche insurance offerings. With additional policies covering Farm Insurance, Stable Boarding, Farm AG Workers Comp, Livestock and Custom Harvesting, Copeland used specific keywords to try and capture farmers who are researching these various offerings.
By working with a team of experienced insurance pay-per-click marketers, Copeland Insurance Agency now has achieved top ranking for the terms they wanted (including Manure Hauling). Even better is the fact that they can alter their PPC program to complement the various segments of the growing season to make sure the right policies are being promoted at the right time.
Not every state is dominated by an industry as much as Kansas is by farming, but their notion to hone in on Manure Hauling, when no one else is, puts them in a great position. Maybe your agency is near a flood zone? Perhaps, there are a lot of campgrounds around? Ever notice how many well-groomed golden retrievers you see walking the sidewalks every sunny day?
Being aware of your community’s niches and creating campaigns to address them is smart marketing. After all, one man’s dung is another man’s gold, especially in Kansas.
March 30, 2010 at 12:54 pm
[...] insurance godfather, the liquor store insurance sommelier, the Noah of flood insurance or even the brown gold manure hauling insurance maven. These are all perceptions you can create for yourself or your agency with some creative blogging, [...]
May 11, 2010 at 3:18 am
This is a great idea. They have something great going on over there! I need to think of something like that for my agency.
May 11, 2010 at 4:10 pm
Thanks for reading Jared. It’s easier to take a broad marketing approach but the ROI of a focused niche program is much more trackable and generally more effective. Good luck!