May-June 2013 Kentucky Independent Agent by Big I Kentucky

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Marketing to the Connected Generation Inside: Highlights of the YA Sales & Leadership Conference and Big "I" Day!

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THE KENTUCKY INDEPENDENT AGENT is the official magazine of Independent Insurance Agents of Kentucky, and is published bi-monthly. Editorial offices are located at 13265 O’Bannon Station Way, Louisville, Kentucky 40223, telephone (502) 245-5432; E-mail IIAK@iiak.org; FAX (502) 245-5750.

Officers William S. Latta Chair; Henderson (270) 827-3543 John Funkhouser, CIC, CWCA Chair-Elect; Danville (859) 236-5922 Michelle L. Love Vice Chair; Owensboro (270) 926-2806 James D. England, AAI Treasurer; Pikeville (606) 437-7361 Stephen R. Kinkade, CPCU, AAI National Director; Leitchfield (270) 259-5465 Tim Conder Immediate Past Chair; Louisville (502) 459-7500

Directors Chip Atkins Louisville, (502) 585-3600 Jason D. Billington, CIC Murray, (270) 753-4751 Moe Dugger Lexington, (502) 426-6060

ON THE COVER This issue‘s cover story discusses how independent insurance agencies can build relationships, deliver value and generate new business revenue through content, email and social media marketing. Read more on page 16.

FEATURES

David M. Houk Horse Cave, (270) 286-2724

The Big “I” Lobbies Congress ...............................................................6

Diana G. Hunt, CIC Barbourville, (606) 546-4132

Meet the 2013 Kentucky Young Agents Committee.................................8

John L. Ison West Liberty, (606) 743-4472

Be Proud of Your People....................................................................11

Michael G. Johnson, CIC Lexington, (859) 233-1461

Cover Story: Marketing to the Connected Generation.............................16

Aaron LaRue Bardstown, (502) 348-0050 Skip McGaw Madisonville, (270) 821-3122

2013 Young Agents Sales & Leadership Conference and Big “I” Day Come Together .................................................................20

Staff

When “Deluxe” Really Isn’t .................................................................26

Peggy P. Porter President/CEO Kristie Weyer Insurance Services Manager Joy E. Holder Membership Manager Arlene Adonis-Hawkins Director of Communications

DEPARTMENTS From the Chair ..................................................................................4

Tara Purvis Marketing Director

Benefits Spotlight: InsurBanc Offers Leases for Agency Equipment.............5

Megan Granger Member Services Director

Industry Partners .............................................................................12

The Kentucky Independent Agent welcomes all advertising and editorial submissions. Inquiries for advertising, news releases and editorial contributions can be directed to:

Trusted Choice®: First-Dollar Advertising Co-op Aims to Assist Agencies with Trusted Choice® Advertising ........................................................14

Arlene Adonis-Hawkins 13265 O‘Bannon Station Way Louisville, Kentucky 40223 Ph: (502) 245-5432 Fax: (502) 245-5750 Email: aadonishawkins@iiak.org

Mission Statement

The mission of the Independent Insurance Agents of Kentucky, working in the public’s best interest, is to be the preeminent advocate for Kentucky Independent Insurance Agents and support their business and professional development needs.

Classified Ads ..................................................................................14 Education & Events Calendar..............................................................23 People In The News ..........................................................................30 Welcome New Members ...................................................................30

This publication is intended to provide accurate and authoritative information on the subject matter covered and is distributed with the understanding that neither IIAK, nor any contributing author or publisher is rendering legal, accounting or other professional services and assume no liability whatsoever in connection with its use. The opinions expressed in the articles are those of the authors and does not necessarily reflect those of IIAK.

FROM THE Chair

In my last article March Madness was

(National Association of Registered Agents

just starting. Now we have Louisville’s men’s

and Brokers Reform Act) will be passed in

team as the National Champion and

the near future. Our meeting with our

Louisville’s women’s team as the runner

legislators from the state of Kentucky was

up. Congratulations to the University of

very positive and they seemed very interested

Louisville and all the U of L fans. Thanks

to hear our position on the issues that affect

for keeping the men’s trophy in the state of

our industry. I would encourage all of you

Kentucky.

to attend a National Legislative Conference,

On April 18th your IIAK Executive

as this is a forum for you to express your

Committee led 20 association members

thoughts on issues that affect our industry.

and young agents to Washington D.C. for

I also encourage you to not just be a member,

the 2013 Big “I” Legislative Conference.

but be an involved member.

We broke into smaller groups and met with

I would also like to let you know that

Congressmen from the various districts of

IIAK has partnered with The National

Kentucky and with the two Senators from

Alliance to offer its Super Management

Kentucky. Several topics of interest that are

program which will be held from September

very important to our industry along with

12 to 13. Open to everyone in the insurance

our association’s position on those items

and risk management industries, the new

were discussed with your legislatures.

Super Management program will feature

Bill Latta 2012 - 2013 IIAK Chair

Those items range from Agents Licensing

three days of concurrent sessions of the

Reform, Insurance Regulation (leaving day

best management and leadership topics

to day regulation of insurance at the state

offered by The National Alliance.

level), Terrorism Insurance, Health Care,

Registration can be made directly with The

Crop Insurance, Flood Insurance and Tax

National Alliance or you can visit the IIAK

Reform. I feel strongly that it is through your

website at www.iiak.org.

association’s (IIAK and IIABA) that our message gets delivered to our legislators. I

our association. I learn something new

cannot emphasize how important it is for

every meeting that I attend. Please let me

us to deliver our message on a state and

know if there are ideas, issues or needs that

national level. I believe that through the

you would like to see your association

efforts of our association that legislation to

involved in. Thanks for your help.

streamline the nonresident licensing process

It is a pleasure and a privilege to serve

BENEFITS Spotlight

Agents’ Express Leasing can be an

InsurBanc Offers Leases for Agency Equipment One independent agent says he had a seamless experience with the lease.

effective way to manage clients’ needs with today’s best equipment technology.

which helped to manage the agency’s cash flow.” Lease terms can be 24, 36, 48 or 60

Independent agent Jay Byrnes says he had a

months, and require a minimum transaction

seamless experience using the Big “I” leasing

of $5,000. Most out-of-pocket expenses,

solution for his firm, Byrnes Agency.

including installation, freight, software and

“As a longtime member of the Big “I“,“I

training, may be financed. In addition, no

always knew of InsurBanc and their

down payments or advance payments are

commitment to the independent insurance

required, and monthly payments can be

agent,” Byrnes says. “[When] we wanted to

customized.

update the agency with a new computer

To preserve cash flow with an equipment

network and desktops, I turned to InsurBanc

lease solution, visit www.insurbanc.com or

for leasing options.”

call 800-957-0858.

“From start to finish, I experienced

Agents’ Express Leasing is a program of

firsthand how seamless it was to conduct

De Lage Landen Financial Services, Inc., to

business with them,” he adds. “We have a

benefit InsurBanc clients. Lease financing is

35-person agency, so to update everyone’s

subject to lessee credit, vendor and

computers was a decent size upgrade.

equipment approval by De Lage Landen.

InsurBanc made the process very easy and

This is not a commitment to lend. Other

offered attractive terms and competitive rates,

terms and conditions may apply.

Advocacy

The Big “I” Lobbies Congress

Association members from Kentucky joined fellow Big “I” members from across the country for the 2013 Big “I” Annual Legislative Conference, that was held from April 17th to 19th in Washington D.C. During the event attendees heard in-depth issues briefing sessions, saw appearances by numerous high-profile speakers who discussed important insurance and national issues confronting lawmakers, as well as attended numerous meetings with elected representatives in Congress.

Members from Kentucky that attended the event included: • Bill Latta, IIAK Chair - Latta Insurance Services, Henderson • John Funkhouser, IIAK Chair-Elect Johnson & Pohlmann Insurance, Danville • Michelle Love, IIAK Vice Chair E.M. Ford & Company, Owensboro • Steve Kinkade, IIAK National Director - Kinkade-Cornell Insurance Agency, Leitchfield • James England, IIAK Treasurer Peoples Insurance Agency, Pikeville • Tommy Adams, IIAK Past President - Charles M. Moore Insurance, Bowling Green • Steve Thompson, IIAK InsurPAC Chair - Sterling G. Thompson Insurance, Louisville • Aaron LaRue, IIAK Board Member - LaRue Insurance Agency, Bardstown

• Charles Adams, IIAK Past YAC Chair - Charles M. Moore Insurance, Bowling Green • Carolyn Reynolds, IIAK Past YAC Chair - Reynolds Insurance Agency, Berea • Ross Richey, YAC Chair-Elect Lawton Insurance, Bowling Green • Adam Murphy, YAC Vice Chair Lake Barkley Insurance, Cadiz • Neel Ford, YAC member - E.M. Ford & Company, Owensboro • Matt O’Brien, YAC member Insuramax, Inc., Louisville • Peggy Porter, IIAK President & CEO • Megan Granger, IIAK Member Services Director A major insurance topic that the delegation discussed with lawmakers was Agent Licensing Reform. Specifically the Big “I” is strongly encouraging Congress to pass S. 534/H.R. 1155, the “National Association of Registered Agents and Brokers Reform Act (NARAB II).” This bill, which passed the U.S. House the last two years, would establish an entity which would authorize agents to sell, solicit, negotiate, effect, procure, deliver, renew, continue or bind insurance in any state they choose to apply to and pay the required licensing fees. Agents involved in NARAB would be exempt from the following requirements outside of their home state: • complying with additional CE requirements; • obtaining a nonresident business entity license; • complying with discriminatory laws and regulations; • registering as a foreign company. NARAB II would improve the statebased system of insurance regulation by providing complete, nonresident licensing reciprocity through a board of state commissioners and industry representatives. Another insurance issue that dominated discussions with lawmakers was that of Crop Insurance. The Big “I” supports the Federal Crop Insurance Program (FCIP) and members urged lawmakers to reject further cuts to the program as it considers a longterm Farm Bill. Over the past five years, crop insurance has already sustained severe cuts totaling $12 billion through both the

From left to right: IIAK President Peggy Porter, past YAC Chair Carolyn Reynolds, and Congressman Andy Barr and IIAK InsurPac Chair Steve Thompson. 2008 Farm Bill and the 2011 Standard Reinsurance Agreement (SRA) spread over 10 years. In association with Crop Insurance, Big “I” members expressed opposition to S. 446/H.R.943, the “Crop Insurance Subsidy Reduction Act,” which would roll back crop insurance subsidies to pre-2001 levels and

Not just customers.

Relationships. Every commercial insurance company wants to build its customer base, increase retention and inspire loyalty. We do, too. But at FCCI, we focus on getting to know our customers. Because the more we know, the more we can help you protect business, property and people. And that’s what we do best.

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thus, make policies prohibitively expensive for farmers. Along with this was opposition to the caps that were placed on agent commissions by the 2011 SRA. Terrorism Insurance was another hot topic, particularly with its impending expiration on December 31, 2014. Big “I” members advocated for the passing of H.R. 508, the “TRIA Reauthorization Act of 2013,” which would provide for a five year extension of this important program. The TRIA was enacted in response to the September 11, 2001 attacks and the ensuing inability of the commercial P&C insurance markets to underwrite terrorism risk. TRIA is a federal reinsurance backstop which would be “triggered” if there were $100 million in aggregate industry insured losses. This limits the federal government’s involvement only to large scale attacks. If the $100 million threshold is crossed, each insurance company would then have a deductible equal to 20% of its commercial P & C premium written. Insurers are also responsible for a 15% copayment for relevant losses, with the government picking up the other 85% up to the program cap of $100 billion. Also at the event, one of IIAK’s own member was honored with a national award. Kentucky InsurPAC Chair Steve B. Thompson of Sterling G. Thompson Insurance was presented with the Barney Burns Award from IIABA. Thompson has served as Kentucky’s InsurPAC Chair for 20 years. Under his Chairmanship, Kentucky has achieved its InsurPac goal every year, raising more than $260,000 under his leadership. “He has treated his work for InsurPac the same way he treats his clients - with deep personal touch,” said Jon Jenson, Chair of the Big “I” Government Affairs Committee. “Year in and year out, he hand signs every InsurPac renewal letter and follows-up with personal correspondence. He has educated countless agents about the importance of being politically active and having skin in the game through InsurPac.”

YOUNG Agents

Meet The 2013 Kentucky Young Agents Committee

Moe Dugger, AAI - Chair Arthur J. Gallagher Risk Management 2333 Alexandria Drive Lexington, KY 40504 Ph: (859) 514-6014 moe_dugger@ajg.com

Laura Yount Mountain Valley Insurance 818 S. Main Street London, KY 40741 Ph: (606) 878-0100 lyount@mviweb.com

Ross Richey, AAI, CWCP Chair-Elect Lawton Insurance 812 State Street Bowling Green, KY 42101 Ph: (270) 202-1152 ross@lawtoninsurance.com

Matt Meyer Risk Placement Services, Inc. 220 Lexington Green Circle - Suite 60 Lexington, KY 40512 Ph: (859) 245-2500 Matt_Meyer@rpsins.com

Adam Murphy - Vice Chair Lake Barkley Insurance Agency P.O. Box 1339 Cadiz, KY 42211 Ph: (270) 522-9968 adam@lbinsurance.net Virginia Goff - Immediate Past Chair E. David Meena Co. / Durrett Insurance Agency 6004 Brownsboro Park Blvd. Louisville, KY 40207 Ph: (502) 895-5665 vgoff@durrettinsurance.com

YAC of Kentucky Mission Statement

The Mission Statement of the Young Agents Committee of Kentucky is:

Neel Ford E.M. Ford & Company 2100 Frederica Street Owensboro, KY 42301 Ph: (270) 926-2806 nford@emford.com

• To improve the brand identity of the Young Agents Committee of Kentucky;

Matt O’Brien Insuramax, Inc. 2200 Greene Way Louisville, KY 40220 Ph: (502) 459-7500 mobrien@insuramax.com

• To increase membership and YAC participation in the Independent Insurance Agents of Kentucky (IIAK) and the Independent Insurance Agents & Brokers of America (IIABA);

Nick Rolf Gross Insurance Agency 26 North Fort Thomas Avenue Fort Thomas, KY 41075 Ph: (859) 781-0434 Nicholas.rolf@gross-ins.com

Diana Norwood Liberty Mutual 3101 Beaumont Centre Circle Lexington, KY 40513 Ph: (859) 272-8464 diana.norwood@libertymutual.com

• To increase YAC involvement in government affairs at the state and federal levels;

• Perpetuate the effectiveness of the YAC and • Build a national reputation for being THE model among all state young agent committees.

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Relax...

You’ve offered each of your clients a personal umbrella policy.

Right? It might not be quite as relaxing as a day at the beach, but knowing you’ve done everything in your power to protect the customers who trust you to help them will go a long way towards easing your mind. Offering each and every client an umbrella not only protects those who choose to purchase the coverage. It protects your agency from liability. And it protects your book of business, since studies show that customers who have multiple policies are less likely to move their business elsewhere. As a Big “I” member, you have access to a stand alone personal umbrella program from A+ rated carrier RLI, featuring: Limits up to $5 million available Excess UM/UIM available in all states You can keep your current homeowner/auto insurer New drivers accepted - no age limit on drivers Up to one DWI/DUI per household allowed Auto limits as low as 100/300/50 in certain cases

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Contact Jennifer Hopper, your RLI Administrator at: Email: jhopper@arlingtonroe.com Tollf Free: (800) 878-9891, ext. 8639 Local Fax: (317) 554-8551 Toll Free Fax: (888) 552-9891

Branding

Be Proud of Your People! By Peter van Aartrijk President & CEO of the van Aartrijk Group, LLC

The silliest of all marketing and advertising mistakes is when agency owners get caught up designing fancy headlines, logos, slogans and toll-free numbers, and forget the number-one feature of their firms: their people. You build a local insurance brand with people. Your employees literally are living the brand every day. They touch your customers and prospects every day in words and deeds. They are your paths to revenue growth. Don’t hide them in the cubicles. When it comes to marketing their firms to customers and prospects, agents and brokers do a lot of silly things. Case in point: An agent proudly showed me his business card, saying he had just had them printed up. “What do you think of our new logo?” he asked. As I was fumbling to say something along the lines of “really horrible,” a la celebrity judge Simon Cowell on American Idol, he dropped the other shoe: “My wife designed it.” Duh-oh! “It looks nice,” was all I could muster. (Now I was Paula Abdul, who always pumps up the contestants on American Idol even when they sing like an alley cat.) These rookie mistakes can be costly in wasted ad dollars or in wasted positive branding opportunities. My advice: Don’t try to do it all by yourself. Hire a local advertising or marketing communications firm. Heck, bring in an advertising or marketing communications person, period. A pro can help you with a marketing strategy and tactics, including brand issues, creative design, media placement, and measuring results. At least get some professional advice. Start with the marketing firms you insure; take a couple to lunch. Get a feel for what they could do for you, and how they could help you measure success. You don’t have a budget to hire someone, you say? Have a bake sale or a car wash, for goodness sake! For the same reason you ask your customers to hire you to consult on your coverage and risk management techniques, you should hire an expert to manage your creative and media placement strategy. But the silliest of all mistakes is when agency owners get caught up designing

fancy headlines, logos, slogans and tollfree numbers, and forget the number-one feature of their firms: their people. You build a local insurance brand with people. Your employees literally are living the brand every day. They touch your customers and prospects every day in words and deeds. They are your paths to revenue growth. Don’t hide them in the cubicles. One successful commercial lines agency in Florida occupies an impressive old bank building. The principals had beautiful brochures printed up showing the interior and exterior of the building. And where was the wonderful, capable staff? On the wrong side of the camera, of course! In fact, a group of contractors in a customer discussion group even pointed that out all by themselves. They essentially complained: “Where’s the beef?” So the agency reprinted the brochures. Often agents will say they don’t want to print up pieces with photos of employees, because if someone leaves the material will be outdated. Bad excuse. Bite the bullet and reprint if you must. One agency prints individual sheets with a photo of the staffer and a bio. They and some other staff sheets, depending on the situation, go into a section of a customer or prospect kit called “Your service team.” This would give you some flexibility in your printing. Now is an excellent time to lay everything out on the lunchroom table and really examine just how outdated everything looks. Business cards, letterhead, marketing pieces, screen prints from the Web site you name it - throw it on the table. Hire a photographer to take nice photos of all staff; have everyone wear something nice (no sweatpants, please) on one day and knock off the photos all at once. They’ll look consistent and professional. Take some group shots as well. Now use those photos everywhere. You can have your CSRs hand-write a couple of postcards each week and mail to clients. One side could have the CSR’s photo on it. Use them in your marketing pieces. Show off the fine sales and service team. They’re professionals; treat ’em like it. One smart North Carolina agency understands the value of showing its staff. All marketing materials show employees in

Branding

groups or by themselves, depending on the circumstance. For instance, every weekday it runs small (two-inch-square) ads in the local city daily paper. Each ad always show a person from the agency - the pictures and ad text rotate based on the line of business. I would go further than touting the sales staff. Sure, show off your prima-donna producers. Don’t forget about the service people - remember they’re doing the heavy lifting to retain important clients. Heck, show off your receptionist - who, by the way, when it comes to branding occupies the most important position in the agency, if you didn’t know that already. One last pet peeve on using photographs

Thank you to the following companies that are supporting IIAK through Industry Partners program for 2013. Their support helps to make possible many of our events and meetings such as Big “I” Day, the YAC Sales & Leadership Conference, YAC Day at Keeneland and the IIAK Annual Convention & Trade Show. The Industry Partners program is an opportunity for insurance companies, wholesalers and vendors to support the efforts of IIAK and bring to its members affordable, quality events geared towards enhancing the professionalism of members. Industry Partners as of May 15, 2013

Premier Level Liberty Mutual Insurance Safeco Insurance Seneca Insurance Company Platinum Level Encompass Insurance Gold Level Arlington Roe & Company Bolton & Company Grange Insurance Progressive Risk Placement Services, Inc. 12

of your staff: Please, for the sake of our children and the advancement of our society, glamour shots are not acceptable, professional shots! The big-hair look ended with the 1980s. Come on, people, this is a new century. VU faculty member Peter van Aartrijk (peter@Aartrijk.com) is co-author of Zoom: Focusing on Brand Dominance, a guidebook for independent agents and brokers who are members of IIABA’s Trusted Choice® consumer brand. Besides Zoom, Peter recommends a guide for placing local ads, The 33 Ruthless Rules of Local Advertising, by Michael Corbett.

Silver Level Acuity Amerisafe, Inc. KEMI Kentucky National Insurance Co. Keystone Insurers Group State Auto Insurance Company Travelers Bronze Level Auto-Owners Insurance Company Bailey Special Risks, Inc. Bituminous Insurance Companies Columbia Insurance Group Countryway Insurance Company InsurBanc Kemper Preferred Kentucky Agents Finance Company KESA KY Associated General Contractors Midwestern Insurance Alliance, Inc. Secura Insurance SwissRe Corporate Solutions Westfield Insurance If you are interested in becoming an IIAK Industry Partner or would like further information on this program, contact IIAK at (502) 245-5432 or email iiak@iiak.org.

NON-RENEWED

One homeowners claim and you’re out? What kind of policy is that? Are you Ànding more and more of your clients are being dropped after one claim? And you have to make the call to tell them they are no longer covered? You know what happens next. You lose a client. Once they start shopping, you stand a good chance of losing their auto coverage and everything else.

• HO3 Coverage available • Prior claims are OK • A Rated company • $150,000 to $10,000,000 in values Top rated products and service. It’s why we’ve been in business for over 47 years. Call or visit our website today. Then call your clients and tell them they’re covered.

Bolton & Company has a market that is perfect for those homeowners.

Tracking down the right coverage for over 47 years. 2400 Waterfront Plaza • 325 West Main Street • Louisville, Kentucky 40202 Telephone 502.583.8361 • 800.292.6597 • Fax 502.584.6131 • www.boltonmga.com

TRUSTED Choice®

First-Dollar Advertising Co-op Aims to Assist Agencies with Trusted Choice® Advertising

The Independent Insurance Agents of Kentucky is excited to deliver a brand new program for 2013 that aims to support member agencies with their Trusted Choice® co-branding efforts. The 2013 Trusted Choice® Kentucky Advertising Co-op is a first-dollar co-op that will provide eligible member agencies with a maximum of $500 towards Trusted Choice® advertising costs. Details of the program include: • All IIAK Trusted Choice® member agencies are eligible to take part in the program. • Provided all guidelines and requirements are met by a member agency, IIAK will provide a first-dollar co-op of up to a maximum of $500 per agency member towards its Trusted Choice® advertising costs. No matching by the member agency is necessary. • Trusted Choice® must be incorporated into all advertising efforts either in the form of the Trusted Choice® logo, Trusted Choice® website or mention of the agency as a Trusted Choice® member. • Acceptable forms of advertising include: venue advertising, print publications, billboards, radio, television and website advertising.

• The 2013 Trusted Choice® Kentucky Advertising Co-op will run from March 1st to August 31st, 2013. Applications are accepted on a first-come/first served basis and/or until funds are depleted. “The co-op is a great opportunity for agency members of all sizes to engage in Trusted Choice® co-branding of their agency, particularly out in their local communities,” said IIAK Director of Communications, Arlene Adonis-Hawkins. “We have found that members are active in advertising in their own communities and we hope that this further encourages them to spread the word about Trusted Choice® and be identified as a Trusted Choice® member agent or agency.” Members can find further information about the program by visiting www.iiak.org. Trusted Choice® provides numerous advertising creative materials for members, in addition various logo formats. These can be found at www.TrustedChoice.com/agents. For questions on the 2013 IIAK Trusted Choice® Advertising Co-op, please contact IIAK by calling (502) 245-5432 or email ahawkins@iiak.org.

Classified Ads Acquisitions Established Louisville agency interested in acquiring insurance

Acquisitions&Producers A well established regional agency is interested in individual

agencies in Jefferson and surrounding counties. If you are interested in

producers and insurance agencies considering selling or merging.

selling, merging or need assistance with perpetuation, we would like to

Commercial lines & personal lines wanted in Louisville, Lexington,

talk with you in confidence. Call R. Alex Rankin, CPCU or Steve B.

NKY and BG. We represent the best and desired markets for

Thompson, CPCU, at Sterling G. Thompson, Co. at (502) 585-3277.

growing an agency or book of business. Confidentiality provided to all interested parties. Call Scott Ferguson at The Underwriters

Looking for

Group (502) 244 – 1343.

Producers Independent with top best markets looking to expand presence

Producer Wanted

in Jefferson, Oldham or Shelby counties. Wanting Personal lines,

Louisville Insurance LLC has producer opportunities with flexible

Producer or book of business to move or purchase. All arrangements

compensation plans while offering ownership in book of business

possible, in strict confidence. Please send inquiries to Turner

produced. Confidentiality provided to all interested parties. Contact

Insurance Agency, 2460 Shelbyville Road, Shelbyville, KY 40065

Glenn Pike at 502-473-5454 or glenn@louisvilleins.com.

or call Kurt Turner, CPCU at (502) 633-6060. To place a classified ad please contact Arlene Adonis-Hawkins at aadonishawkins@iiak.org or (502) 245-5432.

$1,000,000,000 CELEBRATING ONE BILLION IN WRITTEN PREMIUM! DOUBLE DIGIT GROWTH has pushed ACUITY over the $1 billion revenue mark! In the past 14 years, weâ&#x20AC;&#x2122;ve quadrupled our written premium and you are responsible for that. Thank you! We have the agents, employees, and strategic plan to allow our growth to keep compounding on the path to becoming a multibillion-dollar insurer.

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COVER Story

Marketing to the Connected Generation How independent insurance agencies build relationships, deliver value and generate new business revenue through content, email and social media marketing By Ryan Hanley, The Murray Group

About this article: Ryan Hanley has achieved great success using social media and other digital tools. He focuses on consistently delivering meaningful content that demonstrates the value his agency provides to clients and his community, as a mentor and guide in the insurance buying process and after the sale is made. He urges agents to get over their fear of using social media, because it is not difficult to learn and use, and because it represents a huge opportunity for agencies to employ to level the playing field with the direct writers. Our world has changed. The independent agent and broker faces unprecedented competition. Our competitors are at our borders - gaining market share in auto insurance - by spraypainting the walls of our fair town with their message of insurance commoditization and online sales without the benefit of an insurance advisor. They sell on price, on ease of business and on speed of business, using marketing tactics and slogans that often do not give consumers the full picture of the risks they face and the coverage options they could be buying to fully protect themselves. Unfortunately these methods work. Independent insurance agents will often admit that they are less than adequate marketers. Many lack an understanding of marketing and even question its value. Certainly, we hate spending money on marketing. Therein lies the rub. If we, as an industry, have any intention of fighting back against those who would undermine our message of value, it is imperative to change the way we market our business. Connected consumers - belonging to multiple generations - are rapidly becoming prime prospects for us. Sales and marketing techniques once thought to be the crux of growing an independent agency, have become stale. Not only has the new consumer culture diminished the return on our bread and butter tools such as cold calling, but we’re in the battle of our lives against direct writers who are often content to sell a “state minimum” auto policy. Independent agent as guide and mentor The truth is that direct writers have traditionally been the better marketers. Yet, we now have access to social and digital tools that will enable us to change that. The widespread acceptance of “social media” tools has placed the responsibility upon us

to amplify our customer centric message of value. Success will manifest, once we begin to embrace the undeniable truth that our value is not as gatekeepers of insurance knowledge and expertise, but rather as guides and mentors for our clients through the insurance buying process and then after the sale is made. This isn’t my first call-to-action. Two years ago I wrote this article: If You Work in Insurance, This is the Only Article You Need Read About the Future of Social Media. The premise was simple: as an industry we need to look at the value we add to the lives of insurance consumers as the primary driver of every decision we make regarding both traditional and social media marketing. And though I am still an advocate for traditional marketing in certain instances, it is social media that provides the greatest promise and opportunity in today’s economy. I know that’s a big ask, but the strategy is working for my agency. Here’s a truth about social media marketing that most “Gurus” aren’t going to tell you... Tactics are easy. It’s the consistently creating value part that’s hard. Give me two days and I can teach you every vital tactic in marketing your business online. Two days and you’ll be a rockstar of digital marketing, a master of social media. You’ll know every trick, tactic and best practice as if you were born with the knowledge. But if you can’t conceptualize the value you add to the insurance consumers you serve - and effectively convey it to them - you’re certain to fail. Tell a Story that demonstrates your value For example, you can know everything there is to know about Facebook marketing, but posting the same tired message about the account credit associated with coupling home and auto insurance will never yield a return on investment. Instead, try telling a story about a family you helped apply that discount and how the extra money they saved that year on their insurance paid for their child to go to summer camp. Effective digital marketing takes time I know how difficult this is. I’ve been marketing my insurance agency online for three years now. The entire first year I fell victim to the trap of trying to “sell” with every article. Subsequently, I failed a lot. I failed many more times than I was successful.

COVER Story

It wasn’t till the third year when I let go of my lust for Return on Investment, and focused on delivering content with immense value to insurance consumers, that we started to generate legitimate revenue. This effort strengthened our brand message and identity. Our community now understood who we were and what we valued. Now the clients who call us for a quote are often already “sold” when we pick up the phone.

RELATIONSHIPS IT’S WHY WE STAND OUT FROM THE CROWD “I’m a mom, and for me excellent communication is important. The same holds true for my role as a Bond Underwriter. Developing personal relationships with our customers is essential—it’s who we are.”

Robyn Shepherd Bond Underwriter—professional listener and “customer care” expert Connect with Robyn on LinkedIn!

Managing General Agency Since 1920 Property/Casualty t Professional Liability t Surety Commercial Transportation t Personal Lines t Premium Finance

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In a recent article published by the Harvard Business Review, Marketing is Dead, author Bill Lee makes the case that interruption marketing and advertising as we know it are dead. Interruption marketing (most traditional forms of marketing) is based on the belief that if we separate enough people, enough times from what they are doing and interject our latest discount, a few people will realize they need our product at that moment and purchase. For a long time, interruption marketing worked well. Interruption marketing worked so well and was so celebrated that AMC was able to create the hit TV show Mad Men based on the mass marketing era. But our world has changed from the days of Mad Men. Don Draper’s tactics would fail if he targeted today’s Connected Generation. Marketing to the connected generation Today, there is a new generation, different from any generation before, and membership to this generation has nothing to do with age. There are only two generations that matter to your business in today’s digital world: the Connected Generation and the Unconnected Generation. The Connected Generation is defined as consumers who communicate, build relationships and ultimately make buying decisions based on Web 2.0 technology. The Unconnected Generation is everyone else. As independent agents, we’re masters at building relationships and marketing to the Unconnected Generation. We ask for referrals, we attend local chamber events, we cold call, we drop in on businesses, we harass our family, we sponsor charity events, we buy radio spots and we buy ads in the newspaper. These are all classic and effective methods of marketing to the Unconnected Generation. Unfortunately, these methods don’t work (or at minimum are less productive) on the Connected Generation. The Connected Generation is less likely to allow friends to give their name as a referral, is completely adverse to a cold call, doesn’t listen to the radio and doesn’t read the newspaper. How do we market our business to the Connected Generation? Until recently, most of us have simply pretended the Connected Generation didn’t exist. By choosing not to market our businesses to the Connected Generation, we significantly reduce the size of our potential client pool. We even make

COVER Story

excuses that somehow these individuals are predisposed to GEICO or Esurance. Get engaged with social & digital tools I’d like to advance this proposition instead. Let’s all take a deep breath, overcome our fear of transparency, vulnerability and technology, and then begin to spread our message of value through the social and digitals tools of today’s Connected Generation. Think of it this way: social media is just our current medium for communication. Sixty years ago, we communicated through the United States Postal Service. Forty years ago, it was the telephone. Twenty years ago, it was the fax machine. Ten years ago, we embraced email, and today we use social media. The message of value that attracts clients to us as people, to our agency and to the product we sell, has never changed. Social media, blogging, email marketing and the various other digital methods of communicating are not as scary as they may seem. If you can send an email, you can publish a blog or post to Facebook. Far too often these tools are made out to be more difficult than they truly are. Simply put, if you’re smart enough to understand the exclusions in a homeowners policy, you’re more than capable of creating a value-driven online presence that generates revenue for your agency. Build your community by communicating value Every piece of content we create, whether it’s for our blog, social media or email marketing should be created with the intention of building community and ultimately generating revenue. When done correctly, the results are undeniable, as indicated by my YouTube campaign results. If you consistently create content with the purpose of adding immense value to the personal and professional lives of the community members you serve, revenue generation is the result. So the question really is, “How do we add immense value?” There was a day when the value we provided to our clients was the expertise we accumulated through experience, mentorship, training and networking with colleagues. Insurance is a complex, yet delicate product, easily confused and contaminated with misconceptions.

It has been our job for over a century, as independent agents, to stand as the gatekeepers of that expertise. If our clients had a question, concern or problem, they needed us to find the solution. Unfortunately, that value proposition no longer exists. We are no longer the gatekeepers of our expertise... The Internet has reversed the flow of value and consumers can now find a lot of information on the Internet. To survive, we must adapt. Independent agents more important than ever Don’t misconstrue what I’m saying to mean that independent agents are no longer necessary. In fact, independent agents are more necessary than ever in our history. Insurance consumers who choose to travel these roads alone, without the guidance of an independent agent, fall victim to the predators silently waiting to sell cheap policies with inadequate coverage. The critical value we provide insurance consumers is NOT our product knowledge but rather our experience and guidance throughout the buying process and after the sale. Consumers of the Connected Generation want to know everything there is to know about a product or service before they purchase. By embracing digital and social media marketing, our agencies will become both the information source and the guide for these connected consumers. This is working for our agency today and we are consistently generating new business revenue from online leads. Personally, I’m sick of consumers being led through the insurance buying process by funny commercials and cartoon characters. But we have left a void for these marketers to fill. To quote Michael J. Fox in The American President: “People want leadership, Mr. President, and in the absence of genuine leadership, they’ll listen to anyone who steps up to the microphone.” Digital tools offer the opportunity to level the playing field Direct writers are the only ones with a voice online. It’s time that we as a group step up to the microphone. Never has there been a time in history when it was so quick, easy and inexpensive to deliver our message to insurance consumers.

COVER Story

Social media is a gift. It levels the playing field. With amplifiers like blogs, social media, email marketing and customer relationship management tools such as Infusionsoft, we can take back the airways. Focus on your content So what am I asking you to do? Create content with reckless abandon. Create content that tells your story over and over again, till every single client knows exactly who you are, why you’re in business and the value you provide. Simon Sinek, the author of Start With Why, said in his now famous TED Talk, The Golden Circle: “People don’t buy what you do, they buy why you do it.” It’s the “Why” of what we do that spreads our message. Our task now is refocusing our effort from“What” (we sell insurance) to “Why” (we believe in a world where accidents shouldn’t ruin lives), because “Why” makes the phone ring. We are no longer the gatekeepers of our expertise. We didn’t choose for this

transformation to happen, but it’s happened nonetheless. Now it’s time for all of us, the entire independent agency industry - from the one-person shop to the mega-regional, to the carriers and the vendors we partner with, to the associations and organizations that support us - to tell our story of “Why.” Using the communication mediums of today, we can deliver our value-driven marketing message to the Connected Generation and ensure the success of a distribution system we all love so dearly. Ryan Hanley is the Director of Marketing for The Murray Group Insurance Services, Inc. and his mission is to help every insurance professional and organization who so desires to create a value-driven, revenue generating online presence. If you want to learn more or discuss how you can work with Ryan, visit his blog. You can also listen to Ryan’s marketing podcast. Ryan produced this article for ACT and it reflects his views and should not be construed as an official statement of ACT.

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Events

2013 Young Agents Sales & Leadership Conference and Big “I” Day Come Together

Agents and associate members, both seasoned and those starting out in the business came together for a joint Young Agents Sales & Leadership Conference and Big “I” Day event on May 15th to 17th in Bowling Green. Attendees of this first-time joint event heard presentations on a number of important insurance topics including health care reform and social media, networked with fellow agents and company representatives, took part in the annual Big “I” Day Golf Scramble and helped raise money for Make-A-Wish®. Presented by IIAK Chair-Elect John Funkhouser and IIAK Health Benefits Committee Vice Chair Chip Atkins, was a presentation titled, “Health Care Reform and the Independent Agent.” They provided attendees with an overview of the many changes that will take place as part of the Patient Protection and Affordable Care Act and how its implementation would affect them as agents,

business owners and consumers. Following this presentation was a panel discussion that included agent members involved with Project CAP and moderated by Project CAP Vice President Marty Agather. The panelists included: Robert Blain of Al Torstrick Insurance Agency in Lexington, Nicholas Rolf of Gross Insurance in Ft. Thomas, Johnny Phillips of Lawton Insurance in Bowling Green and Kent Darbro of Insuramax, Inc. in Louisville. The panel discussed how agents can get started with social media and how Project CAP has helped them with their social media endeavors. They were able to impart important tips to attendees looking to kickstart their own social media marketing. In addition to the social medial panel, was a presentation from social media guru

Events

Ryan Hanley on, “Marketing to the Connected Generation.” This presentation provided attendees with insight into the “Connected Generation,” more specifically anyone, regardless of age, who communicates, builds relationships and makes buying decisions using digital and social media, and how an agency or company’s social media marketing can be developed and tailored towards the “Connected Generation.” However it wasn’t all business for attendees of Big “I” Day and the YA Sales & Leadership Conference. There was the annual Big “I” Day Golf Scramble that was held at CrossWinds Golf Course. Players were able to enjoy an afternoon of fun

friendly competition with fellow members and win some prizes too. For the young agents, there was an evening of bowling fun, which coincided with fundraising for Make-A-Wish. All together the young agents were able to raise over $1,000 towards Make-AWish.

COVER Story

The YAC would like to thank the following Industry Sponsors for their support of the YAC Sales & Leadership Conference:

Premier Liberty Mutual Safeco Seneca Insurance Company

Encompass Insurance

Gold Arlington/Roe & Company Bolton & Company Grange Insurance Progressive Insurance Risk Placement Services, Inc.

FINAL RESULTS Congratulations to the following Big â&#x20AC;&#x153;Iâ&#x20AC;? Day Golf Scramble winners!

Second Place Team Winners: Steve Nassua - State Auto Insurance, Louisville Bryan Buchanan - Lawton Insurance, Bowling Green Ross Richey - Lawton Insurance, Bowling Green John Funkhouser - Johnson-Pohlmann Insurance, Danville Third Place Team Winners: Steve Ford - E.M. Ford & Company, Owensboro Aaron LaRue - LaRue Insurance Agency, Bardstown Peggy Porter - IIAK, Louisville Closest to the Pin Winners: #3 - Jack LaRue, LaRue Insurance Agency, Bardstown #7 - Mike Johnson, Al Torstrick Insurance Agency, Lexington #13 - Steve Nassua, State Auto Insurance, Louisville #17 - Tripp Humston, Liberty Mutal Insurance, Lexington

Acuity Amerisafe, Inc. KEMI Kentucky National Insurance Keystone Insurers Group State Auto Insurance Company Travelers

Bronze

Platinum

First Place Team Winners: Logan Brewer - Hayden Insurance Agency, Calhoun Brian Butt - Lawton Insurance, Bowling Green Jack LaRue - LaRue Insurance Agency, Hodgenville Morris Smith - Summit Consulting, Franklin, TN

Silver

Auto-Owners Insurance Company Bailey Special Risks, Inc. Bituminous Insurance Companies Columbia Insurance Group Countryway Insurance Company InsurBanc Kemper Preferred Kentucky Agents Finance KESA KY Associated General Contractors Midwestern Insurance Alliance, Inc. Secura Insurance SwissRe Corporate Solutions Westfield Insurance

Closest to the hole winner Tripp Humston

Three members of the First Place Team Winners: Jack LaRue, Morris Smith and Logan Brewer

Two members of the Second Place Team Winners from left to right: Steve Nassua and John Funkhouser

Third place team winners from left to right: Aaron LaRue, Peggy Porter and Neel Ford filling in for Steve Ford

Closest to the hole winner Jack LaRue with IIAK Member Services Director Megan Granger

EDUCATION & Events Calendar

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Our Members Say It Best

The KRF-SIFâ&#x20AC;&#x2122;s loss prevention and safety training has meant the world to our company. Prior to becoming members of the Fund, we spent quite a bit on annual safety training. Since the Fund provides this type of training at no charge to its members, we have been able to significantly decrease our training expenses. Jennifer Shaw, HR Manager, Kentucky Lake Oil Company â&#x20AC;Śthe main reason we went with the KRF-SIF workersâ&#x20AC;&#x2122; comp program is because of their reputation for handling claims management in a manner that is fair not only to the individual, but also to the company holding the policy. The Fund has proven to be able to reduce the cost per claim and overall claims costs. My advice is that if claims management counts, you can count on KRF-SIF. If not, you can go anywhere. Bruce Pieratt, President/CEO, Pierattâ&#x20AC;&#x2122;s

Want to have a voice in your workersâ&#x20AC;&#x2122; comp? For more information, contact your independent agent or: Mary Carney, KRF-SIF Program Manager Â&#x2021; /RXLVYLOOH DUHD )D[ e-mail: mcarney@ccmsi.com www.krfsif.org

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When something happens to your customer’s home, car, or business, it may not be a disaster. But no matter what it is, your customers always deserve fast and fair service from their insurance company. West Bend provides a Silver Lining, no matter what the claim may be. When the scoreboard at the Panther’s little league field was struck by lightning, it was important to get it fixed in time for the championship game. So that’s just what we did. Sometimes little things mean a lot. And every day, when something bad happens to someone, West Bend makes sure your customers experience the Silver Lining. Because the worst brings out our best.®

Coverages

When “Deluxe” Really Isn’t By Bill Wilson, Director, Big “I” Virtual University

A number of insurers have “deluxe” homeowners packages that add all sorts of bells and whistles to the plain vanilla ISO program. Since these “deluxe” packages typically cost more and provide generally broader coverages, they should be better for insureds, shouldn’t they? Well, not necessarily. As is often the case...it depends. Picture this. Your insured qualified for one of your carrier’s super duper deluxe homeowners package. This “deluxe” HO policy is full of bells and whistles, an aggregate property limit, and significantly higher sub-limits than the plain vanilla ISO form most of your competitors are selling. In general, the deluxe form provides superior coverage than the ISO form. As sometimes happens, your insured has a loss. Your “ISO” carriers have paid similar losses many times in the past. However, your “deluxe” carrier denies the claim! After reviewing the form, you discover, from a literal reading of the policy language, that the adjuster is right! Is that possible? Unfortunately, the answer is “yes.” While the coverages may generally be broader and the majority of claims will pay more, or at least as much, as the ISO form, it is possible for losses to slip through the cracks of policy wording variations. Here’s an example reported by faculty member David Thompson with our Florida association (Note: I was involved in an almost identical claim several years ago.).... Here’s the agent inquiry Dave received: “I would appreciate some clarification on ’Residence Premises.’ I have a situation where an insurance carrier has denied contents coverage for damages resulting from a water leak that did not originate in the insured’s unit. We are dealing with a condominium unit. The source of the water came from the unit above and leaked into the insured’s unit causing damage under coverage A as well as coverage C.” Here’s Dave’s analysis using the 1991 ISO form: You didn’t say what covered perils you have on the policy. The HO-6 comes off the shelf as “named peril” but you can convert it to “all risk” for both Coverage A and C via endorsement. If the coverage is “all risk” it’s clearly covered, so let’s approach it from a worst case, named-peril, basis. Here’s the covered peril in question from the homeowners 1991 program HO-6 ISO policy: 12. Accidental discharge or overflow of water or steam from within a plumbing,

heating, air conditioning or automatic fire protective sprinkler system or from within a household appliance. We also pay for tearing out and replacing any part of the building which is covered under Coverage A and on the “residence premises,” if necessary to repair the system or appliance from which the water or steam escaped. This peril does not include loss: a) On the “residence premises,” if the dwelling has been vacant for more than 30 consecutive days immediately before the loss. A dwelling being constructed is not considered vacant; b) To the system or appliance from which the water or steam escaped; c) Caused by or resulting from freezing except as provided in the peril of freezing below; or d) On the “residence premises” caused by accidental discharge or overflow which occurs away from the building where the “residence premises” is located. In this peril, a plumbing system does not include a sump, sump pump or related equipment. Note Item d. in the wording. The limitation applies only if the water originates outside the BUILDING. If water from the unit above (in the same building) caused damage then we have coverage under the ISO form. If the company sent a formal denial letter I’ll be glad to take a look at it if you want to fax it to me. I’d also need to know if this is an ISO policy, what endorsements are attached, and if not ISO I’d need to see the policy itself. Finally, I trust that you do have a formal denial from the company and have not just accepted a verbal “this isn’t covered” statement from an adjuster. Always, always, require the company to issue a written claim denial. As noted in Dave’s analysis, the ISO form clearly covers this loss. However, as it turns out, the “deluxe” policy included proprietary wording different from the ISO form. In that policy, Item d. says: d) On the “residence premises” caused by accidental discharge or overflow which occurs off the “residence premises.” The policy goes on to describe the “residence premises” as the unit where your insured resides.

Coverages

Clearly, this policy does not cover the loss, while the ISO form would. Imagine having to explain to an insured that their $26,000 loss would have been covered if they had bought an “inferior” policy. This is not to say that the “deluxe” policy is not, in most instances, a better value. But it does point out that a superior form is not superior in all possible scenarios. In hindsight, there are a couple of things the agent could have done. First would be to point out to the insured that, while this policy, in general,

ROOFING

MARINE

provides broader coverages, it may not be superior in EVERY respect to another form. Second, hopefully the agent suggested “all risk” contents coverage and documented that suggestion. Finally, it could be appropriate to point out to the insurer the inequity in this situation. As such, the carrier might decide to pay the claim. In addition, they might be willing to revise the policy language so that the coverage is not deficient for these types of claims relative to the ISO form.

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Ben, Brett, Kenan & Bud Schultheis Schultheis Insurance Group Evansville, IN

Tommy Adams CM Moore Insurance Agency Bowling Green, KY

Matt Swallows Swallows Insurance Agency Cookeville, TN

Tom Strate Strate Insurance Group Morristown, TN

Virginia Goff Durrett Insurance Agency Louisville, KY

Bob McIntire McIntire & Associates Insurance Cleveland, TN

Carl Schlotman III CAI Insurance Agency Cincinnati, OH

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PEOPLE In The News Steve Thompson, recipient of the Barney Burns Award

LaRue Insurance from left to right: Jack LaRue, Alex LaRue and Aaron LaRue

Van Zandt, Emrich & Cary’s executive team from left to right: COO Rudy Schlich; CEO Mike Arnold; and Board Chairman Paul Franz.

LaRue Insurance Receives Chamber Award The LaRue County Chamber of Commerce presented IIAK member LaRue Insurance with its Outstanding Business/Professional Person Award at its Annual Awards Dinner on May 9th. The award was presented to LaRue Insurance in recognition of its outstanding contributions to the economic and civic life of the LaRue County community. Accepting the award was owner Alex LaRue and his two sons, Aaron and Jack LaRue. The association congratulates LaRue Insurance on this great achievement. Van Zandt, Emrich & Cary Names CEO and COO Louisville member, Van Zandt, Emrich & Carey has appointed Mike Arnold as President & CEO and Rudy Schlich as Chief Operating Officer. Their appointments became effective May 7. Former CEO Paul Franz will continue to serve clients as the company’s Chairman of the board. Together Arnold and Schlich bring a combined 54 years’ experience to their new positions. Schlich is a past board member of IIAK and the Louisville Board of Independent Insurance Agents. Van Zandt, Emrich & Cary was founded in 1914.

WELCOME WELCOME NEW NEW MEMBERS We welcome the following to membership in the Independent Insurance Agents of Kentucky since our last report: Agency Members Mitchell York Cooper Marine Insurance - Monticello The Independent Insurance Agents of Kentucky, its officers and staff look forward to serving these new members with the best membership benefits and related products and services available.

Big “I” Awards Thompson with Barney Burns Award Kentucky InsurPac Chair Steve B. Thompson was awarded the Barney Burns Award by the Independent Insurance Agents & Brokers of America (IIABA) at the Big “I” National Legislative Conference on April 17th. Thompson has served as Kentucky’s InsurPAC Chair for 20 years. Under his Chairmanship, Kentucky has achieved its InsurPac goal every year, raising more than $260,000 under his leadership. “He has treated his work for InsurPac the same way he treats his clients - with deep personal touch,” said Jon Jenson, Chair of the Big “I” Government Affairs Committee. “Year in and year out, he hand signs every InsurPac renewal letter and follows-up with personal correspondence. He has educated countless agents about the importance of being politically active and having skin in the game through InsurPac.” Thompson is a Principal of Sterling G. Thompson Co. Insurance in Louisville. Hunt Appointed to National Alliance Board On March 19, 2013, IIAK Board of Directors member Diana G. Hunt, CIC, was appointed to the CIC Board of Governors and Officers by the National Alliance for Insurance Education & Research. Hunt is the Diana Hunt new National Vice Alliance board member President and Agency Manager of Mountain Valley Insurance in Barbourville. She will serve a six year term on her new appointment with the National Alliance. Hunt attended Union College. She attained her property and casualty license in 1981, her life and health license in 1992 and was accredited with the Certified Insurance Counselor (CIC) in 1984.

Contact us about our SAFETY W.O.R.K.S program at www.kesa.org. 200 Executive Park, Louisville, KY 40207 | 502.894.8484 | 800.367.5372 | www.kesa.org

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MAY

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Marketing to the Connected Generation Inside: Highlights of the YA Sales & Leadership Conference and Big "I" Day!