Here's an idea: Cancel your hospitality tents at the U.S. Open and Ryder Cup tournaments and stop inviting agents to watch the world's best golfers while you wine and dine them. Instead, ask those independent producers to fork over $2,000 to play in a local golf event.

Not the best marketing advice you've ever heard? The Chubb Group of Insurance Companies did it, and is reaping rewards in producer and customer loyalty, positive brand recognition, and community good will as it helps ou

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