Award Winning Go Booklet

The Company You Keep®

Rising AboveThe Rest

Giving NewYork Life AgentsThe Competitive Advantage

As one of New York Life Insurance Company’s award–winning GeneralOffices, we know what it takes to succeed at selling insurance and financialproducts. We also know that new associates are mostly concerned withanswering the question: “To whom will I sell?”

Fortunately, the steps to success in this career and the answer to thatquestion have a lot in common. They share the same foundation –marketing. That’s the process of finding qualified customers to purchase theproducts and services you offer.

This booklet introduces you to numerous, proven techniques you can makepart of your customized marketing plan. You will also learn specificstrategies that should work particularly well during your first ninety days,and techniques for expanding your marketing efforts in the months andyears to follow.

So, whether you’ve had prior sales experience or not, the information in thisbooklet will give you the self-confidence and know-how to master the artof marketing and build a successful, fulfilling and fruitful career withThe Company You Keep®.

Sincerely,

2 Introduction

3 Getting Started –

� What Is Marketing?

� How Does Marketing Work?

� The Importance Of A Marketing Plan

� How To Create An Effective Marketing Plan

� Marketing Plan Implementation

7 Tools & Resources To Help Build Your Plan

� Warm Sources

� Prospect Marketing

� Local Branding

� Book Of Business Resources

� Field Marketing Support Desk

Table of Contents

NEW YORK LIFE – THE COMPANY YOU KEEP

2

When first entering this business, many people assume the biggestchallenge is making sales. However experienced, successful agents willtell you the biggest challenge is not making enough sales – but findingenough people to whom you can offer your products and services.That’s why you will often hear us say that agents are first and foremostin the “people finding business.” It’s also why we encourage our agentsto give marketing the highest priority. Through a well thought-out,strategic marketing plan, you can almost guarantee yourself a steadysupply of prospects and leads: one that is sure to grow your businessand sustain your career for many years to come.

Not a marketing expert?

Not sure how to go about finding a receptive audiencefor your services?

Not to worry. Our company has developed a host of effectivemarketing programs that can help you identify and cultivate the mostlikely markets for your products and services. Better still, we will showyou how to integrate those programs into a comprehensive marketingplan that capitalizes on your core strengths, while taking maximumadvantage of New York Life’s reputation and resources. A well-executed marketing plan is truly the “key to your success” as it willserve as a blueprint you can follow as you start to build your business,and one that will help keep your career on track as it develops andmatures over time.

Introduction


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What Is Marketing?Marketing is one of the most commonlyused – and least understood – terms inbusiness today. Many people, even seasonedbusiness professionals, sometimes confusemarketing with advertising. Some evenconsider it synonymous with sales.Marketing is about positioning your businessand products in a way that appeals to, andmotivates, potential consumers. It is theprocess of creating opportunity to get infront of a client or prospect on a consistentand favorable basis. As such, advertising,research, public relations, customer service,and sales – any activity that requires you tocommunicate and interact with the publicfalls under the marketing umbrella.

How Does MarketingWork?As the definition above suggests, marketingisn’t a single step or function, but anorganized process with steps to implementsustained strategies and tactics. It is adiscipline that seeks to match the rightmessage to the right audience, and deliver itin a way that they are most likely to respond.

In order to become an effective marketer,you need to consider the following factors:

Your Markets: With which groups do youidentify? What motivates them and makesthem unique? What do they need or desiremost? How do they communicate witheach other?

Your Products & Services: What doyou have to offer each particular targetaudience? Why are your products or servicesthe right choice for that particular audience?

Your Message: What do you want theaudience to do and why should they do it?How do you adapt your message so that itresonates with this particular audience?How can you differentiate yourself fromthe competition?

Your Method: What is the best way toreach this audience? Has it been triedbefore? What’s the easiest way or preferredway for the audience to respond?

Fortunately, no one expects you to be able toanswer all these questions right away. That’swhy New York Life has come up with aquick and easy way to help you get started.As you will see in the following section,we’ve created a web-based tool that will showyou how to construct an effective marketingplan: one that will systematically addressthese questions and allow you to takemaximum advantage of all the marketingexperience our company has to offer.

Getting Started

Marketing is about

positioning your

business and

products in a way

that appeals to, and

motivates, potential

consumers.


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The Importance of aMarketing PlanA well-written, comprehensive marketingplan is the focal point of any successfulbusiness venture because it describes howyou, as a business owner, plan to attract andretain customers. In this respect it isprimarily an organizational tool to help drivebusiness, and is the basis upon which allother operational and management plans arederived. Marketing offers you a wealth ofinformation that, if applied correctly, canfocus your activity and virtually assure yoursuccess over time.

An effective marketing plan will help boostyour sales and increase your profit margins,which is the goal of every business owner.It is a roadmap to success, and as such, careand time should be put into its development.As you get started, however, recognize thatyour plan is a work in progress. You mustbe able to convince both prospects andcustomers that you can deliver the bestproducts or services at the best value. Youmust create a level of differentiation betweenyou and all the others who sell similarproducts. This is where the marketing plancomes into play. There are numerousadvantages you can extract from themarketplace if you know how, and themarketing plan is an excellent tool foridentifying and developing strategies thatwill help you capitalize on these advantages.

When completed and implemented, amarketing plan will allow you to identifyand penetrate appropriate target markets,build lasting client relationships, andposition yourself as a valued member ofyour community.

HowTo Create An EffectiveMarketing PlanTo be effective, a marketing plan must followa logical path: one that breaks down eventhe loftiest ideal into specific, achievabletasks. Fortunately, the path has already beenwell marked, and the following questions willhelp guide you through each and every step:

Vision:What would you like to achieve inyour career over the next 3-5 years? Themarketing plan should provide you anincremental path to a long-term vision,which you may or may not know at thisstage of your career. (Be sure you can answerthat question first, in terms that are brief,clear and achievable in the foreseeablefuture.) A vision should include a targetmarket, a specialty area of business and ageographic territory.

Example – Become the premier retirementplanning specialist in New Haven, CT,working with individuals who have house-hold income of 75K+, and are age 50+.


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Goals: What overarching achievements willenable you to achieve your vision of success?What major initiatives have the power tomake your vision come true? Threesuggested categories might be:1) Achievement of an appropriateprofessional designation,2) A leadership role within a business/industry organization,3) Targeted involvement within a charity orvolunteer group. As you can see from theexample below, each goal should suggest aspecific way to accomplish your vision.

For Example – Earning my CFP within18 months.

Objectives: What specific, measurableresults do you hope to achieve in support ofyour goals?

For Example – Take a leadership role withkey chamber activities.

Strategies: How will you achieve thesemeasurable results? What audiences will youpursue and what techniques will youemploy?

For Example – Develop a relationship as partof your charitable work with a particular 50+group in New Haven.

Tactics: Are defined as specific tasks thatmust be completed in the near-term tosupport implementation of your strategies.You must decide who will do them, andwhen they should be completed.

As you can see, the terms used in yourmarketing plan run from the high-levelvision to ultra-specific tactics. What makesNew York Life agents so successful is that ourmarketing plan process shows you how toconnect both ends of the spectrum. Thatway, you won’t waste your valuable timechasing unachievable goals, or get boggeddown by busywork that ultimately leadsnowhere. For more information go toAgency Portal Home Page ResourceSection/Agent Marketing Plan.


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Marketing Plan ImplementationNow that you know some of the terms youwill need to build your marketing plan, andthe path that you must follow, it’s time to getstarted. One resource you should becomefamiliar with is the Agent Marketing PlanWeb Tool. This easy-to-use resource givesyou a proven framework upon which tobuild your plan. For more information go toAgency Portal Home Page Resource Section/Agent Marketing Plan/Web Tool.

An additional resource you will want tobecome familiar with is the MarketingResource Guide (found on Agency Portal).This comprehensive guide describes many ofthe internal marketing tools and techniquesavailable to you as an agent. These tools andtechniques are the building blocks that youwill need to assemble your plan andimplement your strategies. For moreinformation go to Agency Portal Home PageResource Section /Agent MarketingPlan/Marketing Resource Guide.

Once you are familiar with all

the resources at your fingertips,

the process is fairly simple and

your management team will

be available to guide you all

along the way.


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If you’re a new agent – or this is your firsttime building a marketing plan, theremainder of this booklet is dedicated togiving you a brief overview of the varioustools and techniques you have atyour disposal.

Warm SourcesWarm sources are very different fromprospects you receive in mass marketing andgeneral prospecting efforts. The term“warm” comes from the fact that theseprospects are generally people you know,people with whom you have some naturalassociation or people who are familiar withyour services, or you are comfortable callingupon. Given this heightened affinity andrecognition, these individuals tend to bereceptive to your message. Any appointmentsand/or referrals that result from them arelikely to be a positive experience in the sensethat you don’t have to sell yourself, only yourproducts and services. The following arespecific tools and techniques that can helpyou to cultivate this particular source.

Project 200: This project is usually thefirst one that new agents employ, and isdesigned to help develop a base ofprospective clients. In essence, the programhelps you create a “name bank” by listing allthe people you know and would want tocontact about your services. They may befriends, relatives, neighbors, friends-of-friends, former co-workers, fellow volunteers,club members, etc. As you might haveguessed, the goal is to generate an initial listof 200 contacts that will grow as youcontinue to make more contacts inthe community.

Market Surveys: As the name implies,this process requires you to conduct a marketsurvey with five members of your Project 200list. The individuals selected should bepeople with whom you would be mostcomfortable asking about their attitudes onlife insurance and a variety of other financialtopics. For example, one of the 16 questionsasks: “Which financial areas are of mostconcern to you – educating children,preparing for retirement, etc.” The purposeof this exercise is threefold: 1) to expose youto the marketing process, (2) to see howfact-finding can help give you insight intoconsumer mindsets, and (3) give you anon-intrusive way to collect additionalcontacts by asking for other names thatmight be willing to help out with a survey.

Tools & Resources To Help Build Your Plan


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Relationship Marketing System(RMS): RMS is designed as an easy, low-pressure way to contact members of yournatural market (warm sources) and generateinterest in an appointment. This free pro-gram lets you send personalized, professionalmailings to every member of your Project200 list (or up to 200 other contacts). Thesemailings consist of an introductory letter andfollow-up postcard, each designed toannounce your employment with New YorkLife and prepare the recipient for your fol-low-up phone call. By recognizing the factthat you already have a relationship withthese individuals and treating them accord-ingly, RMS actually strengthens existing rela-tionships by reinforcing your desire to helpand positioning you as a valuable resource.For more information go to Agency PortalHome Page Resource Section/AgentMarketing Plans/ProspectingTools/Relationship Marketing System.

Referral Marketing: Early success as anagent is contingent upon realizing that yournatural market of friends, relatives and otheracquaintances cannot sustain you throughoutyour career. Eventually your “Project 200”name bank will run dry and that’s why it’s soimportant that you learn the value ofexpanding your reach early on. For many,one of the most cost-effective andreliable sources of new prospects is referralmarketing. This technique requires that youhave a strong understanding of the value youbring to others. When you understand this,you can confidently ask for referrals, orbetter yet, personal introductions to others.In so doing, you are effectively taking thecredibility you have built up with one personand transferring it to another. The key tosuccess is earning the right to ask for thereferral by demonstrating yourprofessionalism, trustworthiness, andconcern for the well-being of others.

Once you have established yourself in thisway, referrals/personal introductions becomeeasier to obtain. And to make this processeven easier, New York Life has developedseveral effective referral-gathering techniques,including the List Presentation Technique,Mailing List Approach, and the Ideal ClientProfile. Be sure to ask your manager/trainerfor information on each of these provenmethods. For more information go toAgency Portal Home Page Resource Section/Agent Marketing Plan/Marketing ResourceGuide/Warm Leads/Referred Leads AndPersonal Introductions.


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Personal Observation: Personalobservation is the art of having your“receiver” on at all times and to bepro-actively looking for opportunities tointroduce your services. This technique issomething you can practice every hour of theday and develop over time – especially as youbecome more familiar with the various needsour products fulfill. While it sounds simple,it takes a trained eye to view everyday eventsas unique relationship building and salesopportunities. For example: a storefrontsign that says “Under New Ownership” givesyou the perfect opportunity to send awelcome note or drop in, offercongratulations and briefly introduce yourservices. For more information go to AgencyPortal Home Page Resource Section/AgentMarketing Plan/Marketing ResourceGuide/Warm Leads/Personal Observations.

Networking: Like Referral Marketing,networking is a very effective way (onmultiple fronts) to develop new prospectsand contacts. This valuable prospecting toolworks one of two ways: 1) you rely on thecredibility of the group to gain access to itsmembers, or 2) you rely on the credibility ofa member to gain access to the group. Thefirst technique assumes that you are already amember of the club, business association,civic group, etc., while the second assumesthat you are an outsider, known only to aselect few. This technique is tremendouslyeffective either way, and the number ofpeople you can meet via networking isvirtually limitless. For more information goto Agency Portal Home Page ResourceSection /Agent Marketing Plan/MarketingResource Guide/Warm Leads/Networking.

Center Of Influence Marketing:Chances are you’ve heard the expression:“Sometimes it’s not what you know, but whoyou know.” That’s what Center of InfluenceMarketing is all about: cultivating andmaximizing relationships with people whoare in a position to have a profound impacton your career. A Center of Influence (CI) issomeone who knows, and is in contact with,many other people through social, political,religious or business affiliations. Moreimportantly, the CI is usually a leader orrespected individual with influence over thepeople with whom he/she is in contact.Lastly, a CI is someone who likes you,respects you and wants to help you succeed.As a result, your relationship to a CI can beone of your most powerful marketing assets,and their endorsement can help pave the wayto an incredibly productive career. For moreinformation go to Agency Portal Home PageResource Section /Agent MarketingPlan/Marketing Resource Guide/WarmLeads/Centers Of Influence.

Chances are you’ve heard the

expression: “Sometimes it’s

not what you know, but who

you know.”


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Prospect MarketingAs an agent, you can’t afford to overlook theimportance of Prospect Marketing. By usingproven mass marketing techniques such asdirect mail, print advertising, and e-mail,you can uncover a host of productive newmarkets, expand your book of business, andgenerate a steady flow of names. Best of all,New York Life has already done much of thegroundwork by assembling a variety ofprospect marketing tools and resources thathave proven to create interest among a widerange of audiences. For more informationgo to Agency Portal Home Page ResourceSection /Agent Marketing Plan/Prospecting Tools.

Direct Mail:While direct mail has alwayshad its place in the marketing mix, thismedium has undergone a rebirth given therising cost of traditional advertising and theadvent of ‘Do Not Call’ lists. Direct mailcan save you time and money by offering anefficient way to contact large numbers ofprospects and determine their level ofinterest in your services. As such, the firststep for a successful direct mail program is todetermine the market you wish to target.

Generally speaking, you will want to targetindividuals that have recently experiencedsome kind of important life event such as thebirth or adoption of a child, the purchase ofa new home, or entering retirement. Youmay also want to contact groups with whomyou have some common ground or interests,

such as small business owners or parents whoare worried about saving/paying for college.Rest assured, New York Life has a programthat can help you match the right approachletter, with the right audience.

The Life Event Leads Program: Weknow that there are times when people aremore likely to purchase life insurance thanothers. In most cases, these sellingopportunities revolve around major lifeevents such as the birth of a new child or thepurchase of a new home. Accordingly, NewYork Life has created a direct mail programthat automatically sends prospect letters tonew parents and new homeowners in yourarea every week. Letters are delivered tothose counties your management team hasselected. All responses are recorded by ourSales & Support Marketing Team, and sentto your office within 24 hours of receipt sothat you can follow up as quickly as possible.Best of all, there are no up-front marketingcosts – you only pay for the leads youreceive. For more information go to AgencyPortal Home Page Resource Section /Sales &Marketing/Lead Generation/ProspectingPrograms & Campaigns/Life EventLeads Program.


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Turnkey Marketing Strategies AndTactics: The Marketing Strategies & Tacticsfound within the Agent Marketing Plan Toolare complete turnkey programs allowingagents to prospect and get in front of theirtarget market. Each Strategy & Tacticcontains a program description as well as achecklist/work plan of the tasks to becompleted to ensure that the program runssmoothly. Additionally, we have includedcompliance approved promotional materialsuch as flyers and/or posters, letters, invita-tions and ad boxes that can be downloadedand used with Emerald websites. If you'relooking to build your brand recognition inyour community, the Marketing Strategies &Tactics section on the Agent Marketing Planpage can help you do just that. For moreinformation go to Agency Portal Home PageResource Section/Agent MarketingPlan/Agent Marketing Plan Web Tool.

Small Business Marketing: SmallBusinesses are a valuable market for mostNew York Life agents. Why? It’s simple:small business owners need our products toprotect key employees, increase retention,transfer ownership, and provide valuablesecurity for their families. Plus, smallbusinesses are often more accessible thanlarge corporations, so it’s easier to build arelationship. Small Businesses are also morelikely to have you conduct lunchtimeseminars and education programs as avalue-added benefit to employees. Best ofall, when a small business grows, yourbusiness is likely to grow right along with it!

Because New York Life recognizes theimportance of the small business market, wehave assembled a variety of resources to helpyou identify and contact local entrepreneurs.We also offer a Small Business ToolKit thatlets you conduct a do-it-yourself marketingprogram at virtually no cost. The materialsin this kit are designed to promote four keystrategies: (1) The Value of Life Insurance;(2) The 401(k) Sale; (3) RetirementPlanning; and (4) The 401(k) Pivot Sale toLife. For more information go to AgencyPortal Home Page Resource Section /AgentMarketing Plan/Prospecting Tools/SmallBusiness Marketing.


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Upromise: While New York Life does anexcellent job of marketing its products andservices, there are times when the companywill enter into co-marketing agreements withother leading organizations to leverage theirbrand and customers for potential business.These agreements are mutually beneficialbecause they allow both parties to enjoyincreased credibility, access to new markets,and the ability to share new services.

The Upromise relationship is particularlyvaluable to agents because it is a free servicethat helps families earn, save and pay forcollege. Every time one of your clientspurchases and registers an eligible product,New York Life will make a deposit ($25 foreach eligible life policy*; $40 for each eligibleannuity contract*) into their Upromisesavings account. Since college funding is atopic that appeals to a vast number ofAmerican households, this program makes iteasy to schedule appointments, share infor-mation about this unique value-added serviceand discuss how you can help fill the collegesavings gap. For more information go toAgency Portal Home Page Resource Section/Agent Marketing Plan/ProspectingTools/Upromise.

*Variable products are offered through NYLIFE SecuritiesLLC Registered Representatives

e-Relationship.com: One of the mosteffective e-mail prospecting tools available toNew York Life agents is e-Relationship.com,a product created and provided by IdentityBranding, Inc. This automated, web-basedsystem makes it easy to connect with bothclients and prospects by electronicallysending storyboards, financial articles, e-cardsand a variety of other compliance-approvedcommunications. One notable feature is theability to schedule your communications, soyou never have to worry about missing animportant date. In addition, eachpersonalized message you send helps youbuild relationships with your clients andgives prospects more information about yourservices. For more information go to AgencyPortal Home Page Resource Section /AgentMarketing Plan/Prospecting Tools/e-Relationship.


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First Research: New York Life has teamedup with First Research, the leader in industryintelligence for sales professionals, to helpyou market your services to small businessowners, their key employees or virtuallyanyone working in one of 300 industries.Through First Research, you enjoy free andunlimited access to a web-based resource thatmakes it easy for you to research and under-stand the issues impacting business ownerstoday. More importantly, it will also helpyou get a better understanding of eachparticular business, and to offer targeted,meaningful solutions. As a result, FirstResearch can help you open more doors, closemore deals, and position yourself as a trustedfinancial advisor, rather than an insurancesalesperson. For more information go toAgency Portal Home Page Resource Section/Agent Marketing Plan/ProspectingTools/First Research.

LifeFolio: LifeFolio is a simple, straightfor-ward filing system that helps prospects andclients organize their important financial andpersonal documents. Distributed exclusivelythrough New York Life agents, this uniquedocument filing system is comprised of thefollowing elements:

� LifeFolio Flyer� Dividers (24)� Six Steps To Organizing Your Life withNew York Life’s LifeFolio System

� LifeFolio Checklist (Editable & Annotatedversions are on Agency Portal)

� Family Tree Worksheet (Client & AgentVersions)

� Sample Letter to Executor/Executrix� A Death in the Family Brochure� LifeFolio Prospecting and Referral Letters� Adding Family Members to ClientRelationships with LifeFolio (TrainingPowerPoint)

� Organize Your Life (ConsumerPowerPoint)

In addition to making documents accessibleto the owner, this system also makes surethat anyone else who needs to find them,such as a beneficiary or executor, will havespecific instructions on how to do so. Giventhe benefits LifeFolio offers, it is a great wayto establish yourself as a valued resource,engage prospects and clients in a meaningfuldiscussion about their needs, and to possiblygenerate referral opportunities with familymembers, beneficiaries, executors and othernamed parties. For more information go toAgency Portal Home Page ResourceSection/Agent Marketing Plan/ProspectingTools/LifeFolio.


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Local BrandingLocal branding is the process of buildingawareness about you and your services inthe community. By using advertising,public relations, community events andsponsorships, you can leverage the power ofNew York Life’s corporate brand, andposition yourself as a local “franchise.” Inaddition to building awareness andcredibility, local branding also demonstratesthat you have made a serious and lastingcommitment to your market, and that youhave a vested interest in the success of yourcommunity. For more information go toAgency Portal Home Page ResourceSection/Agent Marketing Plan/Local Branding.

To support your local branding efforts,New York Life has created a number ofresources such as personal websites,personalized client newsletters, door hangers,print advertisements – as well as all the otherresources listed in this section.

Agent Brochures: Brochures are one ofNew York Life’s most popular marketingtools. That’s because they are versatile, easyto produce – and most important of all –able to convey a host of information in arelatively small space. You can use brochuresin a variety of ways; as handouts, displaytake-a-ways, presentation tools, and supportmaterial for direct mail campaigns.

As a result, we have created an online libraryof Compliance-approved templates you candownload any time you like, eachprofessionally designed and ready for yourpersonalization. One of the most popularand cost-effective is a tri-fold brochure thattells prospective clients a bit more about you,(your education, experiences, achievements,etc.) and shares information about New YorkLife as well. For more information go toAgency Portal Home Page ResourceSection/Sales & Marketing/MarketingResource Center/Client Pieces AndPromotional Tools/Compliance-ApprovedBrochures.


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Business Card Ads: Advertising is anessential element of any successful business –large or small. As an agent, you naturallybenefit from New York Life’s national andregional advertising campaigns. However,there are many reasons why you might wantto incorporate advertising into your localbranding efforts:

� Excellent supplement to your othermarketing and prospecting initiatives.

� Enables you to reach many prospects atone time.

� Enhances your presence in thecommunity and makes your business lookstrong and vital.

� Builds awareness and establishescredibility.

There are many types of ads from which tochoose, however one of the most versatileand least expensive is business card-sizeadvertising. Business card-size ads are small,typically 3.5” x 2“ advertisements with thesame general layout and content as a businesscard (containing your name, title, photo andcontact information.) Business card-sizeadvertisements are handy because theircompact size fits almost any publication, andare easy to reproduce since there is noartwork or other complex graphic elements.That combination makes them perfect forchurch bulletins, local newspapers, schoolprograms – virtually any local printpublication. Since this type of ad has provenso popular, the Agency Portal features a pairof templates that you can download and useto create your own business-card size ads –

with absolutely no cost. For moreinformation go to Agency Portal Home PageResource Section/Agent MarketingPlan/Local Branding/Business Cards,Letterhead & Envelopes.

MarketYourself InThe Community:Given the importance of local branding toyour success, New York Life has developedfour pre-packaged, turnkey marketing kitsthat make it easy to stage your owncommunity-based events and create a “buzz”about your business:

� Grand Opening/Special Event Kit� Local Marketing & Branding Kit� Local Event Sponsorship� Billboard Marketing

With these kits, you have access to an entirelibrary of resources that are dedicated toenhancing your visibility and promotingbrand awareness on the local level. All fourkits are conveniently located under theMarket Yourself In The Community link onAgency Portal, and there is absolutely no costto access these resources. For moreinformation go to Agency Portal Home PageResource Section/Sales & Marketing/Marketing Resource Center/MarketingYourself In The Community.


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Ghostwritten Articles: The New YorkLife Ghostwriting Program gives you access toa series of informational/educational articlesthat you can submit to local newspaper,magazine, and website editors under yourown name. That’s right, it’s your article soyou get the byline and all the credit. Thearticles are written by professional staffwriters and cover a variety of insurance andfinancial topics such as “Is Your BusinessReally Protected?” and “Getting the MostOut of Your Pension.” What’s more, thesearticles have already been approved byCompliance (SMRU) so you don’t have tosubmit any paperwork or wait for permissionto use them. The program is a wonderful –and free – way to gain exposure, demonstrateyour expertise, and position yourself as avalued community resource. For moreinformation go to Agency Portal Home PageResource Section/Agent Marketing Plan/Local Branding/Ghostwritten Articles.

Seminar Marketing: Seminar marketingcan be a powerful branding and prospectingtool. When done properly, it instantlyestablishes you as an authority in the mindof your audience; allows you to deliver acompelling, targeted message; and helps youcapitalize on the enthusiasm and momentumgenerated in a group environment. Giventhe success and popularity of seminarmarketing, New York Life has assembled ahost of tools and resources to help makethis technique as simple and cost-effectiveas possible.

Through our Seminar Resource Guide onAgency Portal, you can find sampleinvitations, effective presentation techniques,information on target audiences, and ofcourse, approved presentations that you candeliver to groups such as the Rotary Club,the local Chamber of Commerce, school andcommunity associations, etc. Seminars rangefrom providing basic product information(e.g. “What You Should Know About BuyingLife Insurance”) to value-added, life focusedconcerns (e.g. “Raising FinanciallyResponsible Children”) to more advancedconcepts such as estate planning. By takingadvantage of these resources, you will be ableto provide a valuable community service anduncover a host of new business opportunities– with a minimum investment of time andmoney. For more information go to AgencyPortal Home Page Resource Section/AgentMarketing Plan/Local Branding/SeminarResource Guide.


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Book of Business ResourcesAs an agent, you realize that every client isimportant. That’s because each name thatappears in your Book of Business represents asubstantial investment … an investment ofyour time, money, and considerable talent.

To protect your investment – and make sureit pays the long-term dividends you deserve –you will want to develop an effective,planned, client Book of Business marketingstrategy. Ideally, this strategy shouldincorporate multiple contact points (birth-days, policy anniversaries, etc.); a variety ofmedia (direct mail, telephone, e-mail); andconvey a variety of messages (customerappreciation, product information, salesopportunities etc.). By generating a steadystream of personalized communications, youcan be sure that your customers will alwaysfeel valued, and that you will remain “top-of-mind” whenever they need additionalservices. For more information go to AgencyPortal Home Page Resource Section/AgentMarketing Plan/Book of Business.

Here are just a few of the other benefits thatplanned Book of Business marketing canprovide:

� Stronger Client Relationships� Increased Cross-Selling & Commissions� More Referrals� Less Client Turnover� Reduced Prospecting Costs� Improved Productivity

Knowing how vital client marketing can beto your success and longevity, New York Lifehas developed the following book of businessresources available to our agents: Book ofBusiness Profiles - Agents with a sizeableBook of Business can order a Book ofBusiness Profile that segments, identifies andprovides strategies to capitalize on potentialopportunities within their book. It can beeasily ordered from the Agent MarketingPlan web tool. For more information go toAgency Portal Home Page ResourceSection/Agent Marketing Plan/AgentMarketing Plan Web Tool.


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Client Marketing Program (CMP):The Client Marketing Program is an effective,affordable way to let your clients know youare thinking about them – and to make surethey are thinking about you too. Thisprogram lets you send personalized directmail letters, informative newsletters, andHallmark greeting cards to your entire bookof business or select clients. Direct mailletters are delivered three times a year, andyou can choose from a variety of topics suchas college funding, estate planning, businesssuccession, and more. You also have yourchoice of three highly targeted newsletters:INtouch for young families and middlemarkets, INtouch Gold for seniors, andINbusiness for entrepreneurs and smallbusiness owners.

The newsletters, which are also mailed threetimes a year, include your photo, contactinformation, and a personalized message inthe masthead. And for those specialoccasions when you want your customersto know you care, you can also orderpersonalized Hallmark greeting cards to bedelivered on select holidays. That’s threevaluable services in one convenient program,and a sure way to get the most out of everyclient relationship. For more information goto Agency Portal Home Page ResourceSection/Agent Marketing Plan/Book OfBusiness/Client Marketing Program.

FieldTarget Marketing: As mentionedearlier, the key to successful marketing ismatching the right message to the rightaudience. Field Target Marketing makes thiseasy by helping you identify specificaudiences (segments) within your Book ofBusiness, and giving you the tools you needto create your own turnkey marketingcampaigns. With Field Target Marketing,you control the entire process from start tofinish. You can segment clients based on avariety of criteria, generate mail lists, printcompliance-approved letters, and downloadtelemarketing scripts – all from theconvenience of your office computer. Youshould be able to create a FREE, do-it-your-self life insurance, annuity, long-term careinsurance or general interest campaign withease. For more information go to AgencyPortal Home Page Resource Section/AgentMarketing Plan/Book Of Business/FieldTarget Marketing.


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Long-Term Care Print On Demand(POD): This free marketing service makes iteasy for licensed agents to order a host ofvaluable LTCi materials, including:

� Postcards, Letters and Mailers� Brochures and Concept Papers� Seminar Invitations� Automated Wave Mailings� Direct Mail Letters with Business

Reply Cards

Many of these items can be personalizedwith your contact information. LTC PODmaterials can be sent directly to clients andprospects, or delivered to your office forhandouts, displays, personal mailings or anyother promotional need. For moreinformation go to Agency Portal Home PageResource Section/Agent MarketingPlan/Book Of Business/Long-Term CarePrint On Demand.

Building A Fortune 100 Company,One Career At ATimeAs you can see, New York Life is dedicated tothe success of our agents, and heavilyinvested in our career agency system. Bygiving you the tools to develop andimplement an effective marketing plan, weare putting “the key to success” at yourfingertips and helping insure the growth ofyour business. Best of all, this booklet justscratches the surface when it comes to theresources available to you as a New York Lifeagent. Check with your manager for themost up-to-date programs and services, andstart laying the foundation for a lifelongcareer. We wish you the best of luck, andlook forward to being your partner for Life.

New York Life is dedicated to

the success of our agents, and

heavily invested in our career

agency system.

Portal Link Reference Guide

Topic Agency Portal Location

Agent Marketing Plans Agency Portal Home Page Resource Section/Agent Marketing Plan

Marketing Resource Guide Agency Portal Home Page Resource Section/AgentMarketing Plan/Marketing Resource Guide

Relationship Marketing System Agency Portal Home Page Resource Section/AgentMarketing Plans/Prospecting Tools/RelationshipMarketing System

Referral Marketing Agency Portal Home Page Resource Section/AgentMarketing Plan/Marketing Resource Guide/WarmLeads/Referred Leads And Personal Introductions

Personal Observations Agency Portal Home Page Resource Section/AgentMarketing Plan/Marketing Resource Guide/WarmLeads/Personal Observations

Networking Agency Portal Home Page Resource Section/AgentMarketing Plan/Marketing Resource Guide/WarmLeads/Networking

Centers Of Influence Agency Portal Home Page Resource Section/AgentMarketing Plan/Marketing Resource Guide/WarmLeads/Centers Of Influence

Prospect Marketing Agency Portal Home Page Resource Section/AgentMarketing Plan/Prospecting Tools

Life Event Leads Program Agency Portal Home Page Resource Section/Sales & Marketing/Lead Generation/ProspectingPrograms & Campaigns/Life Event Leads Program

Turnkey Marketing Strategies & Tactics Agency Portal Home Page Resource Section/AgentMarketing Plan/Agent Marketing Plan Web Tool

Small Business Marketing Agency Portal Home Page Resource Section/AgentMarketing Plan/Prospecting Tools/Small BusinessMarketing

Upromise Agency Portal Home Page Resource Section/AgentMarketing Plan/Prospecting Tools/Upromise

Topic Agency Portal Location

e-Relationship.com Agency Portal Home Page Resource Section/AgentMarketing Plan/Prospecting Tools/e-Relationship

First Research Agency Portal Home Page Resource Section/AgentMarketing Plan/Prospecting Tools/First Research

LifeFolio Agency Portal Home Page Resource Section/AgentMarketing Plan/Prospecting Tools/LifeFolio

Local Branding Agency Portal Home Page Resource Section/AgentMarketing Plan/Local Branding

Agent Brochures Agency Portal Home Page Resource Section/Sales &Marketing/Marketing Resource Center/Client PiecesAnd Promotional Tools/ Compliance-ApprovedBrochures

Business Card Ads Agency Portal Home Page Resource Section/AgentMarketing Plan/Local Branding/Business Cards,Letterheads & Envelopes

Marketing Yourself In The Community Agency Portal Home Page Resource Section/Sales &Marketing/Marketing Resource Center/MarketingYourself In The Community

Ghostwritten Articles Agency Portal Home Page Resource Section/AgentMarketing Plan/Local Branding/Ghostwritten Articles

Seminar Marketing Agency Portal Home Page Resource Section/AgentMarketing Plan/Local Branding/Seminar ResourceGuide

Book Of Business Resources Agency Portal Home Page Resource Section/AgentMarketing Plan/Book of Business

Book Of Business Profiles Agency Portal Home Page Resource Section/AgentMarketing Plan/Agent Marketing Plan Web Tool

Client Marketing Program Agency Portal Home Page Resource Section/AgentMarketing Plan/Book Of Business/Client MarketingProgram

Field Target Marketing Agency Portal Home Page Resource Section/AgentMarketing Plan/Book Of Business/Field TargetMarketing

Long Term Care Print On Demand Agency Portal Home Page Resource Section /Agent(POD) Marketing Plan/Book Of Business/Long-Term Care

Print On Demand


00384347 CV 11/10AGY-472

Documents

Award Winning Go Booklet