We've created a whole document that looks at marketing with Chronicle in more detail. Download it here. This document covers how to set Chronicle up optimally for your marketing. It also comments on each of these reports in detail as well as showing how to use other parts of Chronicle (Group Manager, Graphs, Trend Report, Profitability Snapshot) that help you better evaluate your marketing efforts.
This chart outlines key aspects of marketing and how they are accomplished with Chronicle. Click the links below for more detail about any of the topics. Use the Marketing Manager to keep track of it all!
Planning Your Marketing:
| The Business Situation | What You Need to Do | What to Do In Chronicle |
| You have many possible contacts, advertising options, and different possible approaches to marketing. |
Plan who you’re going to market to and how you’re going to market to them. How will you group people? How often do you want to make contact? How will you build/maintain relationships? |
Once you form your plan, in Chronicle’s Main System Setup: 1. Category tab: Set up categories for job sources, Key dates, and marketing expenses. 2. Regions tab: Setup your regions by zip code. 3. Department tab: Setup your marketing activities in the marketing activity library. |
Defining Your Marketing Groups:
| The Business Situation | What You Need to Do | What to Do In Chronicle |
| You have many marketing contacts: agents, adjusters, property managers, etc. |
Divide these contacts into manageable groups that you can target. Distinguish between: A. Established lead sources, B. Potentially good lead sources, C. Job sources with minimal potential. |
Define groups in Chronicle to identify sales routes, lead potential, special interest groups, etc. Use the Group Manager to copy members from one group to others. |
| Your groups are established. | Form a plan for marketing to each. How often do you want to make contact? What actions do you want to take to build/maintain relationships? |
Schedule recurring marketing events and special events on the Scheduler. Depending on your marketing plan, possibly use the Marketing Manager to track what activities have been done. |
Implementing Your Marketing:
| The Business Situation | What You Need to Do | What to Do In Chronicle |
| You plan to make contact with everyone in a particular group or add new contacts to a group . | Find names, addresses/phone numbers for people in the groups or collect this data for someone not yet in Chronicle. | Create or open the person’s file if to update contact information. |
| You’re about to make contact with a specific person or group of people. | Using the Marketing Manager, review notes from previous contacts. Also review the number of jobs/amount of revenue received from that job source. |
The Marketing Manager allows you to add notes and follow ups. Or You can go directly to the person's Journal to record notes on each contact. Use Reminders to set individual follow ups. Use the Scheduler to schedule whole-group follow up. Use the Journal in the Group Manager to email/fax all groups members at once. |
| You’ve made contact with various group members. | Record individual notes and schedule individual follow up. | Using the Individual Notes, Expenses, Follow up button in the Marketing Manager to track conversations and marketing costs. |
| You’ve got a CE class, golf tournament, or other group event… | Communicate with all group members at once to remind about an event or follow up on the event. | Use Journal in the Group Manager to email/fax all group members at once. |
Evaluating Your Marketing: Did It Work?:
| The Business Situation | What You Need to Do | What to Do In Chronicle |
| You’re spending marketing dollars on a variety of advertising sources: Yellow Pages, Flyers, Agent Contacts, etc | Figure out how many jobs have been coming in from each source to see if those marketing expenses have been worthwhile |
Use the Graphs by subsource, by related person, etc. TIP: associate key people to jobs and select the correct role(s) for each. |
| You’ve been marketing several groups of agents. | Figure out if the marketing is resulting in more jobs. | Use the Trend Report to see if trends for the groups you are targeting are increasing or decreasing |
| You have several marketers and what to evaluate what they’re each doing. |
Make sure each sales rep is associated with the appropriate jobs with their role you have set up for the marketer. Make sure each sales rep is adding marketing notes and flagging people for follow up. |
Teach Sales Reps to associate themselves to jobs. Use the Journal Manager in Chronicle to review notes written by department and by employee. Use the Marketer Performance Report in the Marketing Manager to see how your marketers are doing. |
Evaluating Your Marketing Financially: Do We Want It to Work?:
| The Business Situation | What You Need to Do | What to Do In Chronicle |
| Job are coming in from various insurance companies but you aren’t sure all are equally beneficial. You need to know what the profit percentages are from various sources | Make sure that you are adding insurance companies and the people associated to them to the contacts tab of the job file with the appropriate roles. |
Use the Dashboards to see tables of data that you can filter through. Use the Job Manager Financial tab to see profit percentages across jobs |
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