You have to admit when something is hot, I mean real hot, like a 65 degree day in March in Minnesota that gets people thinking. They get outside in shorts, they get a jump on their garden, and they start believing that outdoor baseball in the new Twins Stadium (the one without a retractable roof) in less than three weeks will be comfortable. Look even I can buy into this with a couple of days of sunshine.

That’s why my head and brain perked up when I got this email from Karen Aaker, a person I know through networking circles, an independent insurance agent, although I do no business with her. I did find this email newsworthy from a marketing perspective.

Dear friends and colleagues,

Yesterday my Twins season tickets arrived. Every year I purchase a half season. Because I am so very greedy I use a good portion of them myself. This year, however, will be a little different. As you may or may not know I am now in the insurance business, and have been for a few years now. What I need for my business to succeed is good referrals. Therefore, this year anyone who sends me five good (good meaning legitimate) referrals (name, number and address) will receive use of my tickets to the series of their choice on a first come, first serve basis. The first week, meaning the April 12 to April 18th games, have all been claimed already. My seats are great in the lower level just off of the third base line and on the aisle.

Just a side line, I am an Independent Agent. I represent six (plus) different companies so I am able to find the very best coverage at the most competitive price. I can help the very best, and the “more troublesome” drivers. Your referrals will help me build my future. I appreciate your trust and support!

Sincerely,

Karen Aaker
Common Sense Insurance
763-557-6707 – office

Key Elements of Good Marketing

1. 1) Piggyback onto something that is hot, see what’s in the news or will be in the news/conversation and jump in.
2. 2) There are times when sports tickets are a great investment, it goes in cycles, so if you have the type of clients or prospects where this makes sense get in at the bottom. Are you listening would-be Timberwolves fans, there’s never been a better time to lock into season tickets for the NBA in this town, just ask @ryantanke
3. 3) Make the ask. One of my favorites on Twitter is @MNheadhunter aka Paul DeBettignies constantly reminds me because I’m so poor at it, but it may be the difference between achieving your goals, getting a better deal or discovering a new opportunity, ask. This could have been a typical email saying got any business for me. It wasn’t, Karen saw the stars aligned for a unique communication that provided mutual benefit at a time when lots of Minnesotans are thinking outdoor baseball and she made the ask. Will I respond in the way Karen wants? Not sure only because I’d have to really think about potential referrals, but is she the only insurance person on my mind for at least the next two months, you bet.

One comment that I’d rather not see is the generic Dear Friends open, but given the power of all other aspects of the email it made me open and spend time with it and share it with you.

Thanks Karen, now Play Ball!

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