{"id":348,"date":"2012-11-05T09:33:49","date_gmt":"2012-11-05T09:33:49","guid":{"rendered":"http:\/\/www.naylor.com\/associationadviser\/index.php\/2012\/11\/05\/newsletter25009_348\/"},"modified":"2018-05-29T17:29:42","modified_gmt":"2018-05-29T17:29:42","slug":"newsletter25009_348","status":"publish","type":"post","link":"https:\/\/www.naylor.com\/associationadviser\/newsletter25009_348\/","title":{"rendered":"American Association of General Managing Agents"},"content":{"rendered":"<p><span style=\"font-size: 10pt;\"><span style=\"font-style: italic; font-size: 10pt;\">By <\/span>Association Adviser <span style=\"font-style: italic; font-size: 10pt;\">staff<\/span><\/span><\/p>\n<p><span style=\"font-size: 10pt;\"><img loading=\"lazy\" decoding=\"async\" style=\"margin-bottom: 0px; margin-right: 10px; border: #000000 1px solid;\" src=\"http:\/\/www.naylornetwork.com\/NAY-ADVISER\/assets\/bernie%20heinze%20small.jpg\" alt=\"Bernie Heinze, AAMGA\" width=\"125\" height=\"156\" align=\"left\" \/>For 86 years, the <a href=\"http:\/\/www.aamga.org\/\" target=\"_blank\" rel=\"noopener\">American Association of Managing General Agents<\/a> (AAMGA) has been the leading voice of <span lang=\"EN\" style=\"font-size: 10pt;\">international wholesale insurance professionals, representing the interests of its members before federal, state and local governmental and regulatory agencies.<\/span><\/span><\/p>\n<p><span lang=\"EN\" style=\"font-size: 10pt;\">The King of Prussia, Penn.-based organization has roughly 500 member companies that are entrusted with $27 billion in annual premiums. Employees of each member company are entitled to full member benefits.<\/span><span style=\"font-size: 10pt;\"><span lang=\"EN\" style=\"font-size: 10pt;\"><span style=\"font-style: italic; font-size: 8pt;\">\u00a0<\/span><\/span><\/span><\/p>\n<table style=\"border-collapse: collapse;\">\n<tbody>\n<tr>\n<td><span style=\"font-size: 10pt;\"><span lang=\"EN\" style=\"font-size: 10pt;\"><span style=\"font-style: italic; font-size: 8pt;\">Bernie Heinze, AAMGA<\/span><\/span><\/span><\/p>\n<p>&nbsp;<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p><span style=\"font-size: 10pt;\"><span lang=\"EN\" style=\"font-size: 10pt;\">That gives the organization effectively 40,000 to 50,000 engaged sets of eyeballs, according to Bernie Heinze, AMMGA\u2019s executive director since 2000. <\/span><\/span><\/p>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" src=\"http:\/\/www.naylornetwork.com\/NAY-ADVISER\/assets\/takeaways.png\" alt=\"\" \/><\/p>\n<table style=\"background-color: #dcdcdc; margin: 5px; width: 100%; border-collapse: collapse; border: black 1px solid;\" cellspacing=\"3\" cellpadding=\"3\" align=\"center\">\n<tbody>\n<tr>\n<td style=\"border: black 1px solid;\">\n<ul>\n<li><span style=\"font-size: 10pt;\">AAMGA\u2019s new flagship member magazine is not about the organization or its members. It\u2019s about the professionals, companies and thought leaders who make up the wholesale insurance profession.<\/span><\/li>\n<li><span style=\"font-size: 10pt;\"><span lang=\"EN\" style=\"font-size: 10pt;\">Social media can be a powerful tool for reaching niche segments of your overall membership and for continuing conversations started in one\u2019s publications and live events.<\/span><\/span><\/li>\n<li><span style=\"font-size: 10pt;\">Associations have an opportunity to give members a unique perspective on &#8220;hot button&#8221; issues they can\u2019t get anywhere else. That\u2019s a powerful reinforcement of the member value proposition.<\/span><\/li>\n<\/ul>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>&nbsp;<\/p>\n<p><span lang=\"EN\" style=\"font-size: 10pt;\">AAMGA is committed to providing authoritative expertise on every aspect of wholesale insurance transactions &#8220;from beginning to end,&#8221; said Heinze, who practiced law for 17 years, including 10 years on Capital Hill for congressman Jack Kemp, before taking over the helm of AAMGA. &#8220;We want our members to understand the full range of wholesale insurance implications, from HR to IT to reinsurance and more.&#8221;<\/span><\/p>\n<p><span lang=\"EN\" style=\"font-size: 10pt;\">Through its website, member newsletter and new quarterly magazine <span style=\"font-style: italic; font-size: 10pt;\">WIN<\/span> (Wholesale Insurance News), Heinze said AAMGA\u2019s mission is not only to report the news and legislation that affects its members, but explain to them why it\u2019s happening and how it influences the way they conduct business. &#8220;We take these things, drill down deep to the basement, and then build back up from the foundation so members can have a clearer, unique understanding of the most important issues of the day,&#8221; said Heinze. <\/span><\/p>\n<p><span lang=\"EN\" style=\"font-size: 10pt;\">That\u2019s a unique perspective on the wholesale insurance profession that members simply can\u2019t get anywhere else, including <span style=\"font-style: italic; font-size: 10pt;\">Insurance Journal,<\/span><span style=\"font-style: italic; font-size: 10pt;\">National Underwriter <\/span>and other longstanding industry trade publications, he added.<\/span><\/p>\n<p><span style=\"font-size: 10pt; font-weight: bold;\">Genesis of an idea<\/span><\/p>\n<p><span style=\"font-size: 10pt;\"><span style=\"font-style: italic; font-size: 10pt;\"><img decoding=\"async\" style=\"margin-bottom: 5px; margin-right: 10px;\" src=\"http:\/\/www.naylornetwork.com\/NAY-ADVISER\/assets\/amgq_0311c.png\" alt=\"\" align=\"left\" \/>WIN<\/span> launched in May in conjunction with AAMGA\u2019s 2011 annual meeting. A kick-off email blast was sent to all members just as the opening keynote presentation was starting. That got WIN out of the gates in a hurry, and it hasn\u2019t looked back since, Heinze said.<\/span><\/p>\n<p><span style=\"font-size: 10pt;\">The idea for <span style=\"font-style: italic; font-size: 10pt;\">WIN<\/span> was born out of the consultative marketing meetings that AAMGA regularly has with its partners at Naylor. Unlike the member magazines published by most associations, <span style=\"font-style: italic; font-size: 10pt;\">WIN <\/span>does <span style=\"font-style: italic; font-size: 10pt;\">not<\/span> contain any information about the association itself \u2013 that\u2019s what the member newsletter is for, noted Heinze. <\/span><\/p>\n<p><span style=\"font-size: 10pt;\">&#8220;We feel very strongly that <span style=\"font-style: italic; font-size: 10pt;\">WIN <\/span>should be a trusted portal of immediately usable information for the wholesale insurance industry. We\u2019re getting great content from all corners of the profession, and we\u2019re utilizing the latest advances in page-digital publishing, QR codes and the like,&#8221; he said. &#8220;It\u2019s just great to see how a small idea has really exploded and the digital edition makes it very convenient for members to forward along to their colleagues, clients and customers.&#8221;<\/span><\/p>\n<p><span style=\"font-size: 10pt;\"><span style=\"font-size: 10pt; font-weight: bold;\">Distribution multiplier effect<br \/>\n<\/span><br \/>\nIn addition to AAMGA\u2019s company members and their employees, <span style=\"font-style: italic; font-size: 10pt;\">WIN <\/span>is sent digitally to nearly 7,000 past and present conference attendees and has been picked up by Insurance Broadcast Media. That gives <span style=\"font-style: italic; font-size: 10pt;\">WIN <\/span>a total reach of about 250,000 sets of eyes. <\/span><\/p>\n<p><span style=\"font-size: 10pt;\">&#8220;To say that our advertisers and the sales team are excited about this reach is an understatement,&#8221; said Heinze. &#8220;At the same time, I want everyone on the publishing team to know why we exist and what insurance is all about: trusted relationships. You\u2019ve got to sell the industry and the people first, not just the magazine.&#8221;<\/span><\/p>\n<p><span style=\"font-size: 10pt; font-weight: bold;\">No. 1 voice <\/span><\/p>\n<p><span style=\"font-size: 10pt;\">Associations have an opportunity to give members a unique perspective they can\u2019t get elsewhere. Heinze, who reviews every article published by AAMGA, said he\u2019s able to get the industry\u2019s top thought leaders to write and comment for <span style=\"font-style: italic; font-size: 10pt;\">WIN<\/span>. That includes widely recognized regulators, legislators, academic experts, consultants and even leaders from other wholesale insurance associations. <\/span><\/p>\n<p><span style=\"font-size: 10pt;\">&#8220;Our readers have come to look forward to the Winner Circle thought leader interview in every issue,&#8221; said Heinze. &#8220;We also take one high profile article from each issue \u2013 for example, \u2018Hold, Fold or Double Down\u2019 \u2013 then ask various agents for their opinion on how they\u2019re dealing with tough economic climate and significant reduction in their exposure base. We transcribe those comments into a roundtable-style article for the next issue.&#8221;<\/span><\/p>\n<p><span style=\"font-size: 10pt; font-weight: bold;\">Younger members<\/span><\/p>\n<p><span style=\"font-size: 10pt;\">With the recent contraction in the industry \u2013 MGAs buying one another \u2013 AAMGA has been aggressive about reaching out to younger members of the profession. As an incentive to join, any under-40 employee of an AAMGA member company can join the association for free. AAMGA also helps younger members go abroad for a year so they can learn about the global side of the insurance business. <\/span><\/p>\n<p>Established 20 years ago, the <span style=\"font-size: 10pt;\"><a href=\"http:\/\/www.aamga.org\/ufo\/ufovid\" target=\"_blank\" rel=\"noopener\">Under Forty Organization<\/a> (UFO) elects its own president and vice presidents for the board of directors, holds an annual meeting in September of each year, sponsors a reception open to all attendees at the AAMGA annual meeting in May, and conducts special education and leadership training sessions. <\/span><\/p>\n<p><span style=\"font-size: 10pt; font-weight: bold;\">Interactive member directory<\/span><\/p>\n<p><span style=\"font-size: 10pt;\">AAMGA has partnered with Naylor since 2004. Its <\/span><span style=\"font-size: 10pt;\"><img decoding=\"async\" style=\"margin-bottom: 5px; margin-left: 10px;\" src=\"http:\/\/www.naylornetwork.com\/NAY-ADVISER\/assets\/amgr_0011c.png\" alt=\"\" align=\"right\" \/><\/span><span style=\"font-size: 10pt;\">directory is published<\/span><span style=\"font-size: 10pt;\"> in both print <\/span><span style=\"font-size: 10pt;\">and <\/span><span style=\"font-size: 10pt;\">online form, with the online version searchable by state, specialty, company executive, contact information and area of expertise. &#8220;We\u2019ve gone from about 5,000 users per year to nearly 50,000 users <span style=\"font-style: italic; font-size: 10pt;\">per month,&#8221; <\/span>said Heinze. The website is now updated every day. It includes videos, <a href=\"http:\/\/www.aamga.org\/node\/3578\">podcasts<\/a>, downloadable <a href=\"http:\/\/www.aamga.org\/node\/3543\">white papers<\/a> and <a href=\"http:\/\/www.aamga.org\/education\/pastwebinars\">webinars<\/a>.<\/span><\/p>\n<p><span style=\"font-size: 10pt; font-weight: bold;\">Social media and integration<br \/>\n<\/span><br \/>\nAlthough AAMGA\u2019s members have traditionally been &#8220;ink-and-paper&#8221; folks, Heinze said they know that\u2019s changing and younger members are especially mobile. AAMGA now has <a href=\"http:\/\/www.facebook.com\/#!\/pages\/AAMGA\/132785109512\" target=\"_blank\" rel=\"noopener\">Facebook<\/a>, <a href=\"http:\/\/www.twitter.com\/aamga\" target=\"_blank\" rel=\"noopener\">Twitter<\/a> and <a href=\"http:\/\/www.linkedin.com\/groupsDirectory?itemaction=mclk&amp;anetid=1820783&amp;impid=&amp;pgkey=anet_search_results&amp;actpref=anetsrch_name&amp;trk=anetsrch_name&amp;goback=.nmp_*1_*1_*1_*1_*1_*1.gdr_1318345644222_1\" target=\"_blank\" rel=\"noopener\">LinkedIn<\/a> pages to build community, and its continuing education curriculum (called East and West University) now offers courses on social media for insurance professionals.<\/p>\n<p><span style=\"font-size: 10pt;\">&#8220;We\u2019re certainly not experts in this, but we\u2019re looking closely at how to integrate social and mobile media with our overall publishing and communications platform,&#8221; said Heinze. &#8220;We\u2019re not publishing on social media to be cool. We\u2019re looking for ways to keep the conversation started in our magazine and live events going.&#8221;<\/span><\/p>\n<p><span style=\"font-style: italic; font-size: 10pt;\">Reader note: See today\u2019s <a href=\"http:\/\/www.naylornetwork.com\/nay-adviser\/articles\/index.asp?aid=156237&amp;issueID=25009\" target=\"_blank\" rel=\"noopener\"><span style=\"font-size: 10pt;\">lead story<\/span><\/a> for more on social media\u2019s impact on associations.<br \/>\n<\/span><\/p>\n<p><span style=\"font-size: 10pt;\">Heinze said many organizations don\u2019t realize how helpful social media can be in terms of reaching many sub-communities of its membership. In AAMGA\u2019s case, that means catering to individual lines of business: trucking, restaurants, construction, cargo, oil and gas, marine, pharmaceutical, satellite and medical malpractice. They each have unique issues, challenges and opportunities. <\/span><\/p>\n<p><span style=\"font-size: 10pt; font-weight: bold;\">Looking toward the future<\/span><\/p>\n<p><span style=\"font-size: 10pt;\">Said Heinze, &#8220;I\u2019m always asking myself: Are we staying ahead of the curve? Can we be proactive rather than reactive when anticipating members\u2019 needs? Can they use what we produce to differentiate themselves from their competitors?<br \/>\n<\/span><\/p>\n<p><span style=\"font-size: 10pt;\">&#8220;Our parents always warned us to have something to fall back on in case our dreams didn\u2019t come true. Now we\u2019ve got to teach the younger folks how to fall forward, how take a chance. Like a lot of people in leadership positions, I\u2019ve learned more from my failures than I have from my successes.&#8221; <\/span><\/p>\n<p>Teaching risk-mitigation specialists how to take calculated risks to build their businesses and professional credentials is no easy task in this tough economy. But in the long run, bold thinking will always <span style=\"font-style: italic; font-size: 10pt;\">WIN <\/span>out over inertia.<\/p>\n<p><span style=\"font-size: 10pt;\"><br \/>\n<span style=\"font-style: italic; font-size: 10pt;\">Don\u2019t forget to take our latest online reader <a href=\"http:\/\/www.naylornetwork.com\/nay-adviser\/newsletter-v2.asp?issueID=25009\" target=\"_blank\" rel=\"noopener\"><span style=\"font-size: 10pt; text-decoration: underline;\">poll<\/span><\/a>. Fast results. Find out what your peers are thinking.<\/span><\/span><\/p>\n<table style=\"background-color: #dcdcdc; margin: 5px; width: 100%; border-collapse: collapse; border: black 1px solid;\" border=\"0\" cellspacing=\"3\" cellpadding=\"3\" align=\"center\">\n<tbody>\n<tr>\n<td style=\"border: black 1px solid;\">\n<p align=\"center\"><span style=\"font-size: 10pt;\"><span style=\"font-size: 10pt; font-weight: bold;\">Rate this article 5 (Excellent) to 1 (Poor). Send ratings and comments <\/span><a href=\"mailto:associationadviser@naylor.com?subject=AAMGA\"><span style=\"font-size: 10pt; font-weight: bold;\">here<\/span><\/a><span style=\"font-size: 10pt; font-weight: bold;\">. <\/span><\/span><\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>This month&#39;s spotlight on communication excellence falls on the <a href=\"http:\/\/www.aamga.org\" target=\"blank\">American Association of Managing General Agents (AAMGA)<\/a>, whose bold launch of a new member magazine has been a big WIN in a tough economy.<br \/>\n<em>By<\/em> Association Adviser <em>staff<\/em><\/p>\n","protected":false},"author":26,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[68,87],"tags":[],"class_list":["post-348","post","type-post","status-publish","format-standard","hentry","category-association-spotlight","category-association-leadership"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>American Association of General Managing Agents - Association Adviser<\/title>\n<meta name=\"description\" content=\"For 86 years, the American Association of Managing General Agents (AAMGA) has been the leading voice of international wholesale insurance professionals, representing the interests of its members before federal, state and local governmental and regulatory agencies.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.naylor.com\/associationadviser\/newsletter25009_348\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"American Association of General Managing Agents - Association Adviser\" \/>\n<meta property=\"og:description\" content=\"For 86 years, the American Association of Managing General Agents (AAMGA) has been the leading voice of international wholesale insurance professionals, representing the interests of its members before federal, state and local governmental and regulatory agencies.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.naylor.com\/associationadviser\/newsletter25009_348\/\" \/>\n<meta property=\"og:site_name\" content=\"Association Adviser\" \/>\n<meta property=\"article:published_time\" content=\"2012-11-05T09:33:49+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2018-05-29T17:29:42+00:00\" \/>\n<meta property=\"og:image\" content=\"http:\/\/www.naylornetwork.com\/NAY-ADVISER\/assets\/bernie%20heinze%20small.jpg\" \/>\n<meta name=\"author\" content=\"Association Adviser staff\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Association Adviser staff\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"7 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.naylor.com\/associationadviser\/newsletter25009_348\/\",\"url\":\"https:\/\/www.naylor.com\/associationadviser\/newsletter25009_348\/\",\"name\":\"American Association of General Managing Agents - Association Adviser\",\"isPartOf\":{\"@id\":\"https:\/\/www.naylor.com\/associationadviser\/#website\"},\"datePublished\":\"2012-11-05T09:33:49+00:00\",\"dateModified\":\"2018-05-29T17:29:42+00:00\",\"author\":{\"@id\":\"https:\/\/www.naylor.com\/associationadviser\/#\/schema\/person\/3295b0ebb50ab785127c67672b4314ed\"},\"description\":\"For 86 years, the American Association of Managing General Agents (AAMGA) has been the leading voice of international wholesale insurance professionals, representing the interests of its members before federal, state and local governmental and regulatory agencies.\",\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.naylor.com\/associationadviser\/newsletter25009_348\/\"]}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.naylor.com\/associationadviser\/#website\",\"url\":\"https:\/\/www.naylor.com\/associationadviser\/\",\"name\":\"Association Adviser\",\"description\":\"Leadership Strategies &amp; 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