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The GEICO Mis-Direct Commercials
By Charles B. Wells, Jr.
My friend, Jeff Greenfield, past president of PIA of New York,
Long Island activist agent, and techno-wizard, recently commented in this
magazine about his outrage with the anti-agent ads being run by GEICO
and other companies in order to stimulate their business. Specifically,
the ads attempt to demean the work agents do by labeling us "middlemen"
and say they can save people 15 percent if they have 15 minutes to spare
by calling them as they don't use agents. I totally agree with Jeff and
have wondered where our company "partners" are during this bombardment.
After all, agents don't have the resources to advertise on a regional
basis; that it is responsibility of our companies who are collecting the
big bucks.
Maybe they don't know what to say in ads as a counter to these companies
who say agents are bums so I have come up with some ideas for them to use.
Now they will no longer have an excuse for not helping their distribution
force.
GEICO MIS-DIRECT RADIO COMMERCIAL: Do you want to deal with
an agent who is home spending quality time with his remote?
Multi-Company Agency: Do you want to deal with an insurance
company where you must use an 800 number and talk with a stranger each
time you call; who lives in another state and has never even visited your
area or do you want a local professional agent who spends quality time
contributing to your community and understands local insurance problems
and their solutions? Who wants to deal with a "stranger"?
GEICO MLS-DIRECT: We can save you 15 percent or more by
eliminating that middleman insurance agent.
Multi-Company Agent: The truth is, you can either pay an
insurance company employee somewhere at the end of that 800#, or you
can pay a local agent who employs people in your area and contributes
financially to your tax base. Do you really think a big insurance company
can run more efficiently than a small, well-run insurance agency? And who
is really going to get you the best rates over a long period of time; one
company with one set of rates or an agent who can choose among many
different companies?
Direct Response Insurance Company: When you have a claim,
we are a 24 hour toll-free, just a phone caJl away.
Multi-Company Agency: We are not open 24 hours a day so we
can spend quality time with our families. We believe, as do you, in
balancing work with family and know that most insurance companies only
take messages outside of working hours and never really start working on
claims until the next business day anyway. We will get your claim settled
quickly and can also intervene with an insurance company to make sure you
are fully reimbursed for your claim. Isn't it worth waiting a couple of
hours for this extra service and advice?
Direct Response Insurance Company: Don't you want to deal
directly with the insurance company and eliminate the middleman (agents)?
Multi-Company Agency: We are the middlemen who run
interference for you in this insurance game and we are proud of it! If
you think an insurance company employee will always do right by you, you
totally trust their judgment to be unbiased, and you really enjoy studying
insurance coverages and claims practices, go for dealing with the
insurance company direct. You may also want to buy one of those
do-it-yourself will kits, fill out your own income tax forms, and learn
brain surgery while you are at it. But if you want to hire a professional,
experienced in dealing with insurance companies on a daily basis who can
fight for your interests and explain complicated coverages and potential
claims, you want us as your middleman. You will save time and money by
using us! Unless, of course, you have plenty of both.
AIG Insurance Company: We only want to insure the "AIG Type"
of driver so you can get these exceptional rates.
Multi-Company Agency: We don't put you into a category of
driver. We respect you as an individual and will tailor an insurance
program around you, not try to fit you into some box an insurance company
has fabricated for you. And what do you think will happen to you if you
don't work out to be their "AIG Type" of driver anymore?
AIG Insurance Company: We can offer up to 124 percent in
added discounts (multi-car, airbags, safe vehicle, etc.)
Multi-Company Agency: Gee, does that mean you'll get back
more than you pay in premiums with over 100 percent in discounts? We will
get you every discount available in order to keep your premiums down. We
don't play word games with you.
Direct Response Insurance Company: Our representatives are
highly skilled professionals.
Multi-Company Agency: Come on now. Do you really think some
one company employee is going to be more knowledgeable about insurance
coverages and premiums than an experienced local agent who deals with
many different companies, coverages, and premiums on a daily basis? Who
would you rather turn to for technical advice? We are the pros.
Direct Response Insurance Company: Call us for a free rate
quote.
Multi-Company Agency: Of course we will give you a free
quote for your car insurance. Who in the world charges for that?
More word games. But not only will our quote be free, we will give you the
rates of many insurance companies at the same time; unless you have
nothing better to do than make a dozen "15 minute" phone calls.
One final word. A prospect came in to my office with one of those
GEICO policies that was going to save him 15 percent. The premium was
$1,200 for the year. My premium, after doing rate comparisons with all
my companies and with the same coverages, came to $600 for the year. So
much for GEICO MIS-DIRECT.
Ok companies. I did all the work for you. How about some action now?
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