latin american agents association agenda (oct-nov)

3AGENDA / Oct-Nov 2011

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Can you believe that 2011 is nearly over? By the time you read this, the end of the year will be less than two months away! I don’t know about you, but this year has been an exciting and productive year for me, my agency, and of course the Latin American Agents Association.

It has been a year of change, challenges, and most importantly, substantial progress. Our leadership team has made huge strides with their dedication and professionalism, the increased quality of our meetings and presentations, and greater value for LAAA memberships. As a result, the association has enjoyed increased support from all sides.

It has given me true satisfaction and a sense of accomplishment to see many new faces on all sides joining the LAAA Movement! Our mission is to empower insurance professionals from all areas

of the cultural spectrum by delivering education, motivation, advocacy and support. Our goal is to help producers and agency owners achieve the American Dream of not only owning their own business, but also succeeding and prospering in that business.

We are working hard behind the scenes planning, organizing, and executing our biggest and best event of the year -- our 12th Annual Convention & Trade Show. It has not been easy pulling off such a big event while managing and providing the needed leadership to my agency, but very few things that are worthwhile in life come easy.

This year, we will be featuring solid exhibitors, lots of training sessions, many networking opportunities, and much more for carriers, vendors, and attendees alike. Our response to the

Countdown to Convention & Expo!

By Gustavo Contreras

A message from new LAAA CEO Gustavo Contreras

4 AGENDA / Oct-Nov 2011 5AGENDA / Oct-Nov 2011

event this far has been GREAT! At the close of our “Free Registration Period” on October 31st 2011, we had over 1000 attendees register through our convention website. This came after just three invitations sent to our subscriber list.

A little more detail on our show: We are kicking off the event with our 4th Annual Charity Golf Tournament dedicated to assisting “La Casa de Los Sueños” in continuing their good work helping children affected by afflictions like Down syndrome and Autism.

The Renaissance Hotel ballroom will be packed with industry-related exhibitors ranging from preferred carriers, non-standard providers, MGA’s and plenty top quality vendors to help our members and attendees grow their agencies and take them to the next level.

Looking to pick up a training or continuing education class? We will have numerous classes available on the first and second day of the convention (Thursday and Friday). We will also feature a panel discussion with preferred carrier executives.

Need a little fun? Enjoy a tapas-themed Pool & Patio Party with Hospitality Suites, live bands, DJs, a Welcome Reception… and plenty of surprises in typical LAAA fashion. Our Holiday Gala will include our very first Charity Toy Drive, offering attendees the opportunity to donate a holiday gift that will be sure to put a smile on the face of children who may not otherwise get a visit from Santa

Claus. Add that smile to your own when you contribute your gift!

Our Holiday Gala will also feature our Valor Awards Ceremony! This is our annual year-end opportunity to recognize those extraordinary individuals who have been producing and representing our industry in a professional manner.

Despite the naysayers, rumor mongers, and perpetrators of false information and malicious lies hoping to tarnish our reputation and integrity, the rest of the LAAA team and I have quietly held our heads high and refused to engage in mud-slinging or the smear campaigns in response to the mindless chatter of others. We are focused and committed on delivering, not just talking about it. We continue to put our noses to the grindstone and continue building and improving. We choose to direct our energy and efforts on the positives and dedicate ourselves to providing the opportunities and support that really matter to you. We made a commitment to you at the beginning of the year to provide solid, unwavering leadership. I believe we have delivered on that commitment.

Our mission for 2012 will be to provide our members and supporters more value and more opportunity, delivered with the character and integrity you can expect from a leadership team representing your industry and your interests.

I can’t wait to meet you all this December at our Convention & Trade Show. I wish you and your family have a great and a safe Holiday Season!

The opinions expressed by Agenda columnists are theirs alone and do not necessarily reflect those of the Latin American Agents Association, its Board of Directors or membership at large.

Magazine Staff:

Editor in Chief - Greg MckewenManaging Editor - Gustavo Contreras

Managing Editor - Andre UrenaManaging Editor - Don Lukenbill

Art Director - Tanya McClainTechnical Director - Andree Ochoa

Contributing Writers For This Issue:

Gustavo ContrerasDon LukenbillLaird Rixford

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Don’t overlook customers who are renters. Many own expensive audio visual equipment, tech

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Picture of the Month! We encourage you to send us pictures and the story behind them. Send them to [email protected]

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Are you a Member yet?1. Market Information.2. Networking3. Education & Seminars.4. Quality Presentations5. Representation6. Tradeshow7. Monthly Meetings8. Industry Recognition9. Qualifi ed Vendors.20. Strong Leadership.11. Meaningful Discounts.12. Preferred Positioning.

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L.A.A.A.P.O.Box 1239

Montebello, CA 90640(323) 535-3290

[email protected]

www.latinagents.com

For up to date meeting info in your area, go to www.latinagents.com/calendar

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16247 Tapco Ad - LAAA Agenda, June 2011.pdf 1 5/5/11 3:04 PM


LAAA Q&A – 20 Questions

Many people take different paths into the insurance business. Let’s face it, no little kid dreams about packaging auto and homeowners policies for an insured. However, some exceptional individuals are led to insurance because of the service, the protection, and well-being that is provided to policyholders.

We all know superstars in the business. Sometimes they are top executives, other times they are young guns just making a name for themselves. Most often, though, they are somewhere in-between, with a stellar reputation poised for greatness.

Arceli Harvey is someone who has already made her mark in the insurance industry, but still has many more contributions still to make. The LAAA sat down with Arceli and talk about her career so far, the state of business today, and what the future holds.

Q: It’s always interesting to see the different roads that led people to insurance. What career path brought you to your current position at Explorer?

A: Like many people in our industry, I did not pursue a degree in insurance or yearn to be in insurance at a very early age. I knew that I would be in a career that had some element of marketing and leadership and would engage my passion for working with, and helping, people. I started my career as an Underwriter with Allstate Insurance shortly after graduating from college. I later joined Transamerica Insurance Underwriting and Marketing, working with its California, New Mexico, Texas, and Arkansas operation. Later, I spent time with Reliance Insurance Company. My current relationship with Explorer began nearly 19 years ago.

Q: Before we get further into insurance, a quick question about higher education. Describe your own background and how it has helped you in your insurance career.

Arceli Harvey, Explorer Insurance Company

By Don Lukenbill

Continues on page 10


A: As a first generation immigrant, my parents always instilled in me that education is the key to success. They also impressed upon me that education is a lifelong process achieved not just through formal education. While I have earned an undergraduate degree in Psychology from U.C. Irvine, and a Masters Degree in Management and Leadership from Webster University, much of what I have learned has come by way of my life experiences.

When I immigrated to the U.S., I did not speak English. My parents knew that my path to quick assimilation had to be through full immersion. They rejected all programs that were being offered to temper my acculturation. I realize now how wise they were to do what they did. I started working when I was 12 years old, and I am sure some child labor laws were broken along the way, but that was my reality. I worked as a farm laborer during the summer months when I was in high school, and held as many as three jobs at one time while in college to help pay expenses. My experiences have taught me a strong work ethic, resiliency, and to embrace every opportunity that is afforded me. Through these experiences I learned that life is what you make of it. I view my successes as a blessing, and any trials and tribulations as learning opportunities.

Q: Now back to insurance. The Explorer philosophy has always been exclusive distribution through independent agents and brokers. Why not incorporate Internet and direct sales?

A: While we continue to look for ways to increase Explorer’s footprint in the non-standard auto marketplace, we have chosen to remain loyal to our independent agency channel by not entering competitive distribution channels such as the Internet and direct selling. Our unwavering support of the independent agency channel is a big part of where we are today and we strongly believe that our success has been through the long standing relationships that we have built over the years with our independent agency partners.

Q: Would you say becoming – or remaining – an independent producer is a good decision?

A: I believe every business person who is passionate about the work or businesses they are in will be successful. They say that it takes at least 10,000 hours for someone to master their craft and to be good at it. To spend that kind of time takes dedication and special commitment to excellence. I see this day in and day out working with Explorer’s independent producers.

Q: Some have said customers look for price first (sometimes only), minimizing

Continued from page 8 other tangibles. Tell us why a price point shouldn’t always be the deciding factor.

A: We have all heard the saying, “if you get them on price, you will lose them on price.” My answer to that is that “people matter.” If we forget that, then business becomes transactional and loses its soul. If it’s all about price then don’t call it sales. Sales is all about envisioning and defining what we can do for the customer, and that’s a lot harder to do than to simply sell price. Successful sales people focus on the relationship they have with their customers. This comes down to two things: understanding who they are and what they need, and following through by doing what you promise you’ll do. Independent agents align themselves with carriers like Explorer because of the product we offer, the service we provide, and our commitment to our partnership. This is no different with the producer/client relationship. The sales process should include an evaluation of the insurance needs of the client before the discussion regarding price even comes into the picture.

Q: Are customers more educated on insurance issues, or do outlets like the Internet and do-it-yourself insurance portals give, let’s say, a false sense of knowledge?

A: Look, the internet has changed society period. With that said, I believe that customers still value the consulting

function in business. Why do they go to the Internet to buy insurance? If we believe that people do business with people they trust, then we have the opportunity to vie for their business. The winners will be those who are good listeners, put in the hours to understand their products, the industry, and their clients.

Q: If you could peg a few important insurance issues of the day, what would they be?

A: No question that the impact of the economy to our industry is at the forefront of everybody’s minds. With people out of work, tough decisions are being made as to how they spend their money. People are either going without insurance, decreasing the amount of insurance they are purchasing, or choosing to only insure a portion of their risk. This decreasing risk pool means less business for agents and carriers alike.

Other issues for us to consider are: the impact of an increasing Gen Y population driving, becoming heads of households, and purchasing insurance, and their changing expectations of what insurers offer, and how their products are sold and serviced.

In addition, the increasing presence of the Hispanic population in California, and the recognition of many companies



and producers that this growing market must be addressed. Q: What are your thoughts on the current hard market? Any signs of a change?

A: I still feel that we are still in a soft market cycle with some signs of hardening. There are signs that the industry cannot tolerate continued decline in profitability as exhibited by a number of recent rate filings. I still see continued proliferation of rate manipulations which impacts the overall health of our industry. In order for change to happen, there has to be a commitment to change.

Q: Now it’s shameless plug time. What new and exciting things are going on at Explorer?

A: To enhance our producer partner’s customer service, we launched EPay- Explorer’s new automatic payment service. Clients can enroll on line at www.EPay.com. They can set up recurring automatic payments using credit card or checking account and save 50% on installment fees.

We are also implementing exciting program change for new and renewal policies with an effective date of 11/15/11. Features of the plan include:

New 3-month policy- A convenient term tailored for seasonal customers that features no installment fees and

reduced exposure to commission charge-backs.

New Artisan Program- Offers variety of artisans the opportunity to insure their business vehicle on the same policy as their family vehicle, while including more job sites (3/day), greater radius (100 miles), and easier access to a multi-car discount (increased to 25% for BI and PD coverage!)

Extended Grace Period- To improve retention, we are increasing our late fee assessment to 5 days and our reinstatement period to 30 days.

Q: Switching back to agents and brokers, describe the ideal Explorer producer.

A: The ideal Explorer producer is one who understands the value of partnering with Explorer. We are looking to partner with producers who value best in class service, innovation, responsiveness,

Continued from page 11


and are committed to servicing the community.

Q: Flipping the question around, why should a producer want to partner with Explorer?

A: We have a very simple approach to business: invest in our people, build a culture of integrity, and commit to helping our business partners with their business development goals.

Q: How much has your relationship with the LAAA helped grow your producer base?

A: We have supported the LAAA since the beginning and we are committed to continuing our support as we enter a new era for the organization. We look forward to meeting more LAAA members and discussing how Explorer can help with their business development needs.

Q: What would you say to companies and/or producers hesitating to become active members in the LAAA? Especially those who are new to the industry and question the value of an association like LAAA?

A: “Why?” can be the most powerful question in any business interaction. “Why?” means there is an interest. If there is an interest, then there’s an opportunity to further the dialogue. I would only encourage those who are seeking to understand, and have

a yearning to know, to come to the next meeting on October 13th. LAAA members bring their needs and we will do our best to help you find solutions and answers. If we don’t know the answers, we will help direct you to where you can find them.

Q: We are all looking forward to your presentation at this month’s LAAA meeting in Los Angeles. How about a little preview?

A: First, I want to thank the LAAA for inviting me to present. I often hear from our producer partners the multitude of challenges they are facing with the economy, production, retention, and business in general. I wanted to share principles that I feel are key components in successful leadership in business. What are the things that matter most in business to ensure greater success? Q: The LAAA’s annual convention is coming up this December in Long Beach. Will Explorer be there? What would you say to companies who feel trade shows are not productive?

A: Explorer will definitely be there to support LAAA and our producer partners. We exhibit at many industry trade shows throughout the year because they offer one of the best ways to get in front of our producer partners in a relatively short amount of time. These events are vertically-based shows

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which affords us the ability to tailor our product and service messages to our target audience.

We feel that our attendance at these events is productive because we set clear goals for our participation and we tailor our focus around those goals.

Q: In the past, Explorer has been a generous sponsor of our convention. Do you feel there has been a worthwhile return on your investment?

A: ROI is not always measured in dollars and cents. There is tremendous value in supporting our industry, our partners, and even our perceived competitors. Building and supporting a strong organization like the LAAA only helps to improve our industry as a whole.

Q: What value do conventions (trade shows, seminars, etc.) have for producers?

A: Trade shows offer the unique opportunity for producers to visit with their carriers and vendors in one place to discuss products, have hands-on system demonstrations, speak with company executives and company representatives, and to learn about current events and legislative issues affecting our industry. Attendance at trade shows is essential for those interested in staying current and relevant to the fast paced changes that continually shape the scope of our market.

Q: If you could go back ten years and talk to Arceli, what would you say to her?

A: Keep going, you are moving in the right direction. There will be bumpy roads ahead, but stay focused. Remember the story of The Tortoise and the Hare. Remember who won!

Q: Now fast-forward to 2021, what do you want to hear about you?

A: My wish is not to hear the things people are saying about me, but rather to see visible signs of my life’s contribution. It would be a simple montage of a child from my motel outreach ministry who grew up educated and a contributing member of society, an agency who continues to thrive, Explorer Insurance’s continued expansion and growth, and most importantly, seeing my family and friends happy and content.

Q: What motivates you to success, personally and professionally?

A: I know that tomorrow is not guaranteed, so I embrace every day with a renewed sense of gratitude and optimism. I have been blessed with opportunities and skills that are not mine to keep but to share and to use to help others. I subscribe to the saying, “wherever you go, no matter what the weather, always bring your own sunshine.”



For those techies who got the new iPhone 4S and are enjoying their budding relationship with Siri: Don’t use her when you are driving. Because your cool new voice assistant may just cost you a ticket.

Long before Siri was born, the discourse over talking and texting while driving resulted in most states passing laws prohibiting the practices. For example, according to California law, “a person shall not drive a motor vehicle while using an electronic wireless communication device to write, send, or read a text-based communication.”

Some law enforcement and judicial authorities interpret this as forbidding all but the simplest interactions between drivers and their smart phones. According to an article in the Silicon Valley/San Jose Business Journal, this could mean that while drivers can talk on/to their iPhone all they want, they can’t do so if the are holding it in their hand, if they need to push a button to activate Siri or need to read the screen to see what it says.

The penalty for “illegally” interacting with Siri is the same as texting while driving, at least in California -- $20 for the first offense and $50 for each subsequent offense. Of course with court assessments, that amount easily increases to three figures.

IS USING AWESOME NEW IPHONE 4S FEATURE ILLEGAL WHILE DRIVING?

By Don Lukenbill

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AGENCY MARKETING: HOW EMAIL WILL WORK FOR YOUBy Laird Rixford, Insurance Technologies Corporation

Email marketing is a direct marketing process that uses electronic mail to communicate information and promotions to an agency’s prospects and customers. Because of its ability to be delivered directly to the consumer instead of the consumer having to find it, like website or print magazine advertising, email marketing can be very effective in driving new business.

Why Email Marketing

Email is widely used. It has become the standard method of communication businesses use when communicating with their prospects and customers. More than 75% of Americans have at least one email address making email marketing one of the easiest Internet marketing tools.

Email is affordable. The cost of sending one email to a list of 100 prospects is miniscule compared to the cost of designing, printing and postage for one postcard to the same list. According to the Direct Marketing Association, email marketing outperformed all other direct marketing channels in 2010 thanks to an average return on investment of $42.08 for every dollar that was spent on it.Email works. It is considered one of the most effective marketing tools for driving sales, second only to search engine optimization. Jupiter Research has found that 44% of email recipients make at least one purchase a year based on a promotional email.



Continued from page 20Two Types of Email Marketing

There are two types of email marketing: broadcast and triggered.

Broadcast email – also called batch-and-blast – is the same message or email being sent to a large group of people. An example of a broadcast email would be sending a newsletter or holiday greeting to the majority – if not all – of the contacts in a database.

Triggered email is a message initiated by time, events or action. It is automated and is sent to a specific individual – or small group of individuals - for a specific reason. Triggered email can be a series of messages – also called a drip process. An example of a triggered email would be a thank you email sent when a prospect becomes a customer or a reminder email when a policy is up for renewal. It’s a response to a specific time or action.

There are times when broadcast email is needed to send the same message to an entire list, such as the examples of holiday greetings or agency newsletter. Segmenting contact lists into large groups can make broadcast email more effective, such as sending one message to a group of auto insurance prospects and a different message to a group of prospects interested in homeowner insurance.

However, triggered email has been proven to be more effective with conversion rates three times that of broadcast email. This is due to its ability to send a message at the optimal moment based on a particular action, event or date. It is specific to a recurring need or objective, such as when you get a new lead or provide a quote to a prospect.

Jupiter Research has found that triggered email campaigns get 30% higher open and click-through rates and three times the conversion rates of broadcast email.

Elements of Triggered Email

There are six basic elements to a triggered email. First is the trigger – the event, action or specified time that kicks off the drip process. The trigger can be when a contact is first inserted into the email marketing system, when a prospect becomes a customer or on a contact’s birthday or anniversary.

Next are time delays that are inserted into the drip process for initiating the subsequent messages. For example, you can set a time delay so the second message is sent two days after the first. Time delays can range from one hour to over a year and are used to automatically send emails according to a pre-determined schedule helping keep an agency top-of-mind throughout the sales cycle.

The third element is the message itself, including subject line, content and design. The messages in the drip process should be a mix of promotional and informational messages. People are skeptical of what they consider to be a hard sell. By inserting informational messages into the drip process in addition to the sales and follow up emails, an agent would be providing value and demonstrating his expertise to the prospect – a strategy that is effective in closing more sales.

Internal reminders for follow up are another element of a triggered email. These internal reminders make it easy to automatically keep track of which prospects or customers need follow up and when they should be

called so they don’t fall through the cracks when an agency gets busy.

Who receives the messages is the next element of a triggered email. While it might seem basic, it is important to get the contact’s email address and make sure her name is spelled correctly.

The final element of a triggered email is the order of the drip process. This will determine the order and timing of each message and internal reminder. The drip process should stretch across the sales cycle from the time of lead origination through policy renewal so prospects and customers receive consistent and valuable communications, while the agency stays top of mind.

Using an Automated System

As your website has simplified lead development, technology can help build and retain more of these leads. Through the use of an automated drip email marketing system, an agency can consistently follow up with its prospects and customers via carefully scheduled touches that keep it in the forefront of the decision process.

Email marketing is most successful when using a combination of broadcast and triggered email. The benefit of automated email systems is that they’re 100% dynamic, meaning once it is set up, it runs triggered emails automatically without requiring any more time other than an occasional content update. So an agency can continue to send marketing emails as it focuses on other tasks such as quoting the next prospect or doing the agency’s books.

An automated system can also serve as a contact management tool keeping track

of a customer’s contact information, line of business, agency location and primary agent, and notes. The automated system should integrate with an agency’s website so when an agency receives leads from its website, they’re automatically inserted into the email system, and the drip process is begun.

An Example

A lead comes in from your website. It is a young couple looking to insure their two cars and maybe new home. You called and gave them an auto insurance quote within minutes of receiving their information because the faster you contact a potential lead from your website the more likely you are to get the business. As for the homeowner insurance policy, they are going to wait a few months before deciding because they received an insurance policy from their mortgage lender. Now what? If you are like most agents, you have a million things to do besides follow up on each and every policy you have quoted. You have a business to run.

Through an automated drip email marketing system, you can send the couple an email thanking them for their interest in your agency within minutes of providing them with the auto insurance quote. The next day, the drip process sends a follow up email that presents your value proposition and explains why they should choose your agency for their auto insurance policy. Two days later an internal reminder is sent to an agent in your office to follow up and see if there is anything the couple needs to make their decision. These continual touches are delivered from the system automatically with little interaction on your part.


25AGENDA / Oct-Nov 2011

Finally, after sending emails over the course of a week, the young couple is ready to buy an auto insurance policy. You write the business and move on, right? Of course not! Now you switch your drip email marketing into retention mode. You can do this by first sending the new customer a thank you email or postcard. After a week or so, follow up with an email asking them to friend you on Facebook or follow your blog or Twitter account. A few weeks later, send a note asking for referrals or testimonials about your agent’s superior service.

In addition to retention, the system can assist with cross-selling. The young couple who bought the auto insurance policy had expressed interest in homeowner insurance as well. After they become a customer, you can set the system to periodically send information and emails on homeowner insurance and your other lines of business.


Building Your Email Database

According to the 2010 Census Population, there are 344 million people in the United States. Of those, 266 million are thought to have at least one email address. This equates to roughly 77%. When you factor in that many of those 344 million are not eligible to purchase insurance (under 18, non-drivers, etc.) the number could even be higher. Agencies that choose to not use

email as a marketing tool are excluding a significant number of their possible customer base.

Many insurance carriers see the value of email marketing and are offering discounts to customers with email addresses on file. By stating that with an email address their customer’s policy could be further discounted, agencies are able to collect a higher percentage of emails.

Sometimes all it takes is to simply ask for an email address. Every touch point with a prospect and customer should include a request for their email addresses – on the website, over the phone and in the office.

Don’t Forget to Measure

To determine which email messages are successful and which ones aren’t, results must be tracked and measured. When the effectiveness of an email is determined, it can be fine-tuned as needed to improve its success and efficiency.

There are four standard email metrics that when tracked can provide insight on how your prospect and customers are reacting to your emails. Many email programs will provide these key data points for each of your emails.

The first is messages delivered, which is the number of emails actually delivered to recipient inboxes. Compare the total number of messages sent with the number that bounced. There are two different types of bounces. A hard bounce is when a message is sent to a permanently undeliverable email – the email address is either invalid or no longer exists. A soft bounce is when a message is sent to a temporarily undeliverable email, like when a mailbox is full.

26 AGENDA / Oct-Nov 2011

Open rate is the second metric to track. It is calculated by dividing the number of messages opened by the number of messages delivered. The open rate measures the success of the email’s subject line in persuading recipients to open the email.

Next is the adjusted click through rate, which is calculated by dividing the number of clicks an email gets by the number of messages opened. By comparing the number of clicks to messages opened instead of messages delivered, you will get a clearer idea of how effective your email content and format is at directing recipients to your links and converting their interest into an action.

Unsubscribe rate is the final metric to measure. It is calculated by dividing the number of unsubscribes by the number of messages delivered and measures how interested your prospects and customers are in your messages. If they do not like your messages, don’t find them relevant or feel that you are sending too many, they will unsubscribe from your list allowing you to adjust your messages or message schedule.

Before starting an email marketing program, determine what the objectives are. They can be as straightforward (a good open rate for driving brand awareness) or as complicated (tracking conversions and ROI) as you want. Just make sure to check your results against your objectives to determine your success.

Just a Piece of the Puzzle

Email marketing is only one of the many pieces required to execute a well-rounded automated Internet marketing strategy.

The other pieces include a fully functional website, search engine optimization and social media presence. Your agency does not have to do all of it at once. However, the first step is making sure you collect each and every email address you can to assist future efforts.

About the Author

Laird Rixford, vice president of product development of Insurance Technologies Corporation, currently consults agencies nationwide on their online marketing initiatives. Laird and the Insurance Website Builder team have launched more than 2,000 insurance agency websites nationwide. In addition to Insurance Website Builder, Laird has designed the AgencyBuzz drip email marketing and lead management solution exclusively for the insurance industry.


As you begin to make your holiday plans, don’t forget to include the LAAA’s annual Convention and Holiday Gala on your calendar for December 1 – 4, 2011. Once again, the finest producer gathering around is free to those agents and brokers pre-registering at http://convention.latinagents.com before October 31st. Consider it an early holiday gift from the company sponsors looking forward to building relationships with the best producers in the business.

In addition to the obvious attraction of Long Beach’s Pine Street and Marina, the LAAA is returning to the Renaissance Hotel because each facet of the jam-packed convention schedule is either in the facility or steps away. From the Welcome Reception on Thursday to the Closing Brunch on Sunday, the agenda has achieved a balance of business and pleasure – both equally important to a successful and memorable convention experience.

By Don Lukenbill

HAVE FUN BUILDING YOUR BUSINESS LAAA-STYLEDecember Convention will bring holiday rewards -- without a payout



One exciting new development this year is our new website dedicated to all things convention related. A one-stop information source for the latest developments and newest schedule additions, http://convention.latinagents.com helps convention attendees get the latest news and information on making their convention experience the best ever!

Our annual charity golf tournament starts things off on Thursday, December 1st. Providing financial and promotional support to a worthy cause is always great way to get into the holiday spirit. This year, the LAAA is proud to partner with La Casa de los Sueños (The Dream House), an organization dedicated to helping children with Down Syndrome, autism, and other developmental challenges. For more information, visit www.jorgemanzur.com.

Our well-known variety of continuing education courses and professional development seminars also begin on December 1st and stretch for an entire two-day period. Attendees will learn about business imperatives like commercial lines, ethics, diversifying your book of business, reaching out to your community, life and health coverages, auto and other P&C lines, Mexico insurance, and much more. You really have to see the agenda to appreciate the breadth and depth of these seminars – many of which will provide CE credits as well.

From the Convention Kick-Off on Thursday at Café Sevilla to the Closing Brunch on Sunday*, LAAA Convention

participants will be enriched, educated and entertained throughout the four-day experience.

The hallmark of any LAAA Convention is, of course, the Trade Show. This year, the Planning Committee decided to bring back an intimacy and ease-of-use that attendees and vendors both look for in a successful expo. Instead of throwing the floor open to anyone willing to pay the booth fee, the LAAA decided to cherry-pick the best companies to pair up with the elite producer community that attends the LAAA convention each year.

Some of the planned Trade Show features for this year include over 50 hand-picked vendors, a live Nativity scene, children’s Christmas carolers, a Latin trio band, and Santa’s helpers serving traditional Latin holiday hot and cold drinks. Expect many more surprises brought to you LAAA-style. The Trade Show will be held on Friday, December 2nd from 1:00 pm to 6:00 pm and Saturday, December 3rd from 9:00 am to 4:00 pm.

Many people have asked why the convention was moved from its traditional date in June to the end of the year. The LAAA Planning Committee decided to combine two of our most popular events into one. We are pleased to present our “can’t miss” annual Valor Awards and Holiday Gala during the convention and open to all attendees.

The Holiday Gala will take place the evening of Saturday, December 3rd and

feature the movers and shakers in the insurance industry. Part of the program will be the LAAA Valor Awards, which have become a coveted accolade that honors those insurance professionals and companies who truly go the extra mile in their support of producers, particularly those working in the Hispanic and minority communities. A well-deserved pat on the pack for those superstars, and everyone who is anyone will be in attendance. Again, all part of the LAAA Convention package.

Whether you have been naughty or nice, you will enjoy what the association has in store for you at our annual LAAA Holiday Gala, featuring a special appearance by the jolly, bearded guy (guess who?) during the evening festivities.

Other events include Friday’s Market Breakfast*, Hospitality Tapas Lounges on Friday Night, followed by the LAAA’s famed Friday Comedy Night*. Saturday’s Trade Show break will feature three Lunchtime Mixer venues. Nobody has left an LAAA Convention without reaping the benefits of our stellar networking opportunities interwoven throughout the entire four days. There’s no reason why any insurance professional on either side of the business should (would want to) miss it.

LAAA Convention veterans will attest to the (sometimes) over the top entertainment provided during the convention. While the LAAA works hard to make sure everyone has a great time, our focus is on business growth, professional development, and networking. The two-day Trade Show

with top companies looking for new partners, as well as a three-day schedule of informative and interesting seminars just scratches the surface. Of course, no LAAA convention would be complete without “special surprise guests,” as well as the best in live music and other entertainment.

The LAAA is pleased to offer another convention and help our supporters enjoy the best of the holiday season -- good friends, great food and drinks, and best wishes for a prosperous new year. With a well-deserved jump-start, thanks to your participation the LAAA Convention!

To register for your LAAA Convention experience visit http://convention.latinagents.com. We’ll see you in December!

* Please note that as of press time, Market Breakfast, Comedy Night, and Closing Brunch are subject to sponsor participation.


32 AGENDA / Oct-Nov 2011 33AGENDA / Oct-Nov 2011RELAX & THINKThese quotations are selected each month to offer our readers inspiration to improve their business and personal lives...or at least have a chuckle.

Martyrdom... is the only way in which a man can become famous without ability. - George Bernard Shaw (1856 - 1950)

Don’t be too timid and squeamish about your actions. All life is an experiment. The more experiments you make the better. - R alph Waldo Emerson (1803 - 1882)

A positive attitude may not solve all your problems, but it will annoy enough people to make it worth the effort. - Herm Albright (1876 - 1944)

Those who can make you believe absurdities can make you commit atrocities. - Voltaire (1694 - 1778)

They always say time changes things, but you actually have to change them yourself. - Andy Warhol (1928 - 1987)

Many a man’s reputation would not know his character if they met on the street. - Elbert Hubbard (1856 - 1915)

I’m an idealist. I don’t know where I’m going, but I’m on my way. - Carl Sandburg (1878 - 1967)

There is no duty more obligatory than the repayment of kindness. - Cicero (106 BC - 43 BC)

To be conscious that you are ignorant is a great step to knowledge. - Benjamin Disraeli (1804 - 1881)

For myself I am an optimist - it does not seem to be much use being anything else. - Sir Winston Churchill (1874 - 1965)

Want to know what our Chairman, Andre Urena has been up to? Go to the

November 7th 2011 issue of the Insurance Journal Magazine Page 16, and read all

about it! The Insurance Journal is located at http://www.insurancejournal.com.

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