Bail Bonds Marketing
It has been said many times that bail bonds are a commodity. With pricing set by state legislators and regulators, it is effectively out of the hands of businesses. As a result, marketing and branding drive much of the bail bonds industry. Bail bondsmen are unmatched in the creativity they employ to build brands and market on local levels when compared to other types of industries. Those that don’t market consistently and with purpose find themselves hard pressed to survive in a very competitive industry.
Much of the branding and value proposition begins with the name chosen for bail agencies. As one thinks about the nature of bail bonds, it seems intuitive that business names relating to integrity, trust and honor would be commonplace. However, the converse is actually the reality. It seems as though every city has numerous bail agencies with names somehow embracing crime such as a Goodfellas or a Godfather’s bail bonds. From a marketing perspective, that makes it difficult to differentiate a brand in a crowded, homogeneous bail bonds market. Thus the marketing strategy has to be even more succinct to build a powerful brand identity.
From the wacky to the zany, bail bond agents have come up with attention getting websites, commercials, slogans and even vehicles to help cement their brand. Godzilla Bail Bonds claims to be “monsters in the bail bonds business” and have employed the use of a cheap, Kitsch movie icon to market that value proposition. While Bad Boys Bail Bonds has a somewhat forgettable name, they have been very successful in building a brand identity around a garish, rotund cross dressing mascot and slogan “Because your Mamma wants you home."
Slogans can make a brand identity. A catchy slogan sticks with potential customers far beyond the marketing collateral’s or advertisement’s touch. Hence building the brand and creating brand awareness far into the future. King Stahlman Bail Bonds in San Diego understood that better than anyone when they built their brand around the slogan: “It is better to know me and not need me, than to need me and not know me.” That slogan was repeated for decades in advertisements, ultimately building the business into a Southern California bail bonds empire.Continued on the next page