The future belongs to fraternals…
My friend Ken Smith, of Ken Smith Sales, forwarded THIS ARTICLE to me and I thought it contained a message that would resonate in the fraternal community: The Future Belongs to Us! It’s one that we don’t hear often in these times of increasing competition, regulatory complexity, and consumer apathy about the products we sell.
Of course, the author doesn’t reference fraternals specifically, but his view that the “mutual model” is much better suited to the life insurance business is just as relevant to us. After all, we’re mutuals on steroids in that we have a social mission that makes us exceptionally attractive to the next generation of insurance consumers and fraternal members.
How do I know this? Just think back for minute on the results of the consumer research that the Alliance conducted over the past few years verifying that, when we explain the fraternal model to consumers in a way they understand, they will beat a path to our door.
Wait, don’t tell me. Societies that funded the branding campaign printed out the project's deliverables, put them in a three-ring binder, and placed them on a shelf in the home office. Well, it’s time to drag them out and put those ideas to work! The end of Voya’s era in the life insurance business can be just the beginning for us. Need a refresher course on the message, methodology and media mix we learned during the branding project? (Or is your fraternal using them in creative ways?) Just email me at firstname.lastname@example.org and we’ll get it to you.