READ THIS ... before launching your next insurance marketing campaign
Posted on Wed, Nov 30, 2011
Is Your Insurance Marketing Attracting “A List” Clients?
If you were opening a new Italian restaurant, would you ever hang a sign on the door that said Fred’s Japanese Cuisine? Never! It would be a disaster if patrons came to the restaurant expecting a Japanese meal, only to discover a menu of Italian offerings.
Yet, many insurance marketers do exactly that – creating insurance advertising that gives mixed signals to potential customers. If you don’t believe your company would ever make such an obvious mistake, think again.
Take one minute to imagine your ideal insurance client. If you’re like most insurance agencies and carriers, your “ideal client” might have the following characteristics:
- Responsible, well educated
- Careful, safety-minded
- Friendly, easy to work with
- Looking for a stable, long-term partner
- Appreciates quality service
Now take a moment to look at your insurance advertising messages. If your primary advertising message is “Save a Boatload of Money with Us,” what are the odds of attracting responsible, careful, stable insurance customers? Maybe, those odds aren’t so good. In fact, you might be attracting just the opposite type of insurance client – the impatient, instable price-shopping type. You might be advertising Japanese food, when you’re really selling Italian. Get my point?
It’s time to get real about the type of customers we want to attract, and it’s time to get creative about giving them something to think about besides price while they’re making the insurance buying decision. According to a new Acxiom study, (October 2011: “Auto Insurance Carriers Need New Path to Growth.”) many shoppers are becoming immune to price messaging anyway. The study found that while price shopping continues to trend upward, conversions are trending downward. Small savings are no longer enticing enough—buying an insurance client’s business requires deeper discounts. My question is this: What kind of client are those deep discounts buying?
Interested in learning more? Download the full study here:
http://www.acxiom.com/Site-Assets/Whitepaper/Consumer-Dynamics-Insurance/?CMP=701C0000000Tg5A&ls=Other&status=Responded