Considering the fact that we deal with insurance companies on a daily basis, we tend to take special notice of all insurance related marketing and advertising. Everything from the colored and cleverly worded insurance themed billboards, to the TV ads on the baseball games and signage on your offices. So, while out driving over the past weekend, it came as no surprise that I spotted one of the most unique pieces of insurance marketing that I had ever seen. Oddly enough, it was a small block letter sign hanging over an even smaller storefront. What caught my attention was not the size of the sign, but the name of the company, CYA Insurance. Now, I guess you could think it represented something like Cooper, Young and Adams Insurance, but the three of us adults in the car all assumed that "Cover Your [A**]" was more likely the name.

My initial reaction to the unique name was, how clever! Here is some entrepreneur who is filing a niche in the marketplace in a tough economy and marketing it in such a way that leaves no doubt as to what they sell and, ultimately, what need they are filling for the customer. Unfortunately, after more thought, it dawned on me that CYA probably doesn't have much luck at all in retaining customers. Most likely it's one strike and they're out, as without insurance.

The more I thought about the tell-all marketing approach of CYA, the more I thought about what the insurance sings that I take notice of everyday throughout Northeast Ohio. What do people passing by immediately think about when they see your XXXX Insurance or YYYY Insurance sign? It's pretty obvious what CYA Insurance does. Do those passerby get what you're trying to be to them right away?

I guess even more importantly, what does the condition of your sign say to them? CYA was by no means a fancy or expensive sign, but it shouted "Read Me, Laugh at Me, and Remember Me!" Sadly, I often see signs on agencies that have lights out, are in need of a fresh coat of paint, have trees or bushes growing over them, or are in such bad shape that I wonder if they're still in business. Every business offering that first impression to potential clients who pass by your agency everyday, you must consider what your sign says… Does it say "Remember Me?"

It's a pretty simple idea, but take a minute to reflect on what your visual business approach says to potential clients. I would suggest CYA, but that's already taken.