Case Study

Ripped box station

The Case Study

Case Study on Richardson Marketing Group

About the Client

The Richardson Marketing Group Story

Based in Columbus, Ohio, Richardson Marketing Group (RMG) is a company powered by several veterans of the lead generation and insurance industries. These veterans are former employees of insuranceagents.com, Precise Leads, Contactability, and New Pros Communications help to bring over 60 years of combined experiences to the table. Several employees are licensed insurance agents as well.

We’ve also linked with a partner company to provide affordable employee benefits packages at no additional cost to our clients.

Adopting the motto, “Continuous Improvement,” RMG strives to find the correct mix of marketing to take agencies to the next level.

The Problem

As with many businesses before and during this pandemic (which precipitated economic crises across the globe), RMG has encountered (and is encountering) the following problems during this campaign:

Lack of interested leads

The onslaught of the coronavirus (COVID-19) pandemic on the world has crippled many economies, thereby causing the loss of jobs and income. Myriads of businesses were forced to either downsize, reduce branches and outlets, pause operations, or close altogether. The US took a beating from the pandemic: it is currently leading the world in total COVID-19 deaths, and its economy is in a recession. These factors are more likely the reasons why most people and companies cannot afford to pay insurance. Although a lot of them need or have felt the need for insurance because of the pandemic, the lack of financial stability and the uncertainty of the future makes it difficult for people and companies to decide whether to avail insurance policies and packages or not. The snowball effect climaxes at the point where insurance agents and agencies are hard-pressed to find new customers.

Lack of pre-screening of leads

The aforementioned economic problems have also affected the reliability of companies as leads and partnership references. Some leads which still operate a day or a week before the actual contact (via email, call, or messaging) may suddenly cease operations the day or the week after, due to the existing air of uncertainty. Therefore, it will make it harder to provide good and reliable leads for client insurance agents and agencies if people keep getting laid off or bankrupt, and if business leads lose their solvency and fold. There are a lot of individuals and companies which fail to inform their insurance agencies that they won’t be able to pay for their policies anymore. A blindly optimistic reliability on leads (that are not updated daily) and a lack of pre-screening on the profiles and information on the leads will eventually yield nothing.

Requests to increase the number of converting leads.

Considering the two above mentioned factors, it is quite obvious that in a year’s time, the task of looking for reliable leads and converting them has moved from normal difficulty into a really hard one. And, if a request to further increase the number of converting leads is put forth, the already hard task of converting leads in today’s economic climate almost entails a next-to-impossible goal. Truthfully speaking, a few hours of reliable lead searching and converting will never be enough.

The Solutions

To meet and solve the three main problems of lead gathering and conversion, the following solutions have been put into practice:

1. Identification of buyer persona

Assistance has been provided to the client to locate the “perfect fit” leads on LinkedIn which meet these qualifications:

A. Insurance agents located in Ohio with recent searches of “looking for leads,” “#leads,” and “sales,”;

B. People with 1 to 2 years of experience; and

C. People who belong in the “insurance market,” “C-level,” “insurance professionals,” and “insurance network” communities on LinkedIn.

2. Proper Marketing Communication, as elaborated by the following table:

LinkedIn Lead Generation

Interactive Marketing
Templates curated to allow the leads share their experiences and needs
Personal selling in question form to tackle the pain points of these individuals correlating to the current marketing situation

Cold Calling

Direct Marketing
Establishment and improvement of rapport
Straightforward approach with a mix of gentleness to give a personal touch to the person on the other line

The Results

Upon the implementation of the recommended solutions, the following results were observed :

Assistance has been provided to the client to locate the “perfect fit” leads on LinkedIn which meet these qualifications: