All over the country, independent Farmer’s Insurance agents have been hosting and taking part in events where the brand offers a free software package to help parents protect their children in case they’re ever lost or stolen. In exchange, the agents are collecting data and potential leads. So far, the response rate from parents who purchased a Farmer’s product after interacting with an agent at one of the events has been about eight percent, according to early data. The program has been live since summer 2009 and is expected to continue into the foreseeable future.
The software program, designed by Imagery Concepts, is called M.I.L.K. (Managing Information on Lost Kids) and is a database of vital information like height, weight and eye color, disseminated via a CD (about 1.5 million so far) that Farmer’s agents offer to children’s parents. In exchange, the agents ask parents for a phone number or email address for follow up at a later date, though the parents still get the software if they refuse to surrender the info. Since the agents are independent, each one decides whether or not to participate, but those who do bring the software to local fairs and other events where they meet target consumers by the thousands (collectively, of course), and help promote the company’s family-friendly image. All of the parents who log in with the software are able to register their children with The National Center for Missing & Exploited Children.
“It’s a great way for our agents to differentiate themselves from the competition,” Jim Westerman, svp-Pacific zone field operations at Farmer’s Insurance, told Buzz. “They have to separate themselves from an otherwise very blurry insurance landscape and this is a great way to do it.”