Question

Topic: Advertising/PR

Awareness For Insurance

Posted by sarvavelamuri on 11/26/2012 at 7:04 AM ET 125 Points
Hi! Any suggestions on what kind of activities can be done to create awareness on the importance of insurance? Looking for below the line activities rather than above the line media plan. Thanks a lot!
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RESPONSES

  • Posted by CarolBlaha on 11/26/2012 at 7:29 AM Accepted
    What type insurance are you promoting?

    I would create awareness by talking the benefit it serves. A company I work with is handling 45,000 claims in auto alone due to Sandy. 75% are expected to be total loss.

    Identity theft is a growing niche. I'd promote the hundreds of hours it is said to take to restore the damage done.

    I'd make a "can you afford not to have insurance" theme and work from there.
  • Posted by Moriarty on 11/26/2012 at 7:37 AM Accepted
    I agree with Carol about the effects of Sandy.

    On the other side of the issue, a friend of mine told me about a shop that had been broken into and had his stock stolen.

    Two things to note:

    (1) His insurance covered half the value of the stock stolen.
    (2) They stole the computer that was attached to the surveillance camera.

    This implies two things: he wasn't thinking about security properly.

    Take this line and tell them what steps they need to take in each circumstance that will not only enhance their security - but reduce the risk that their insurance needs to be claimed on.

    After all, that way the premiums stay affordable!

    To your success,

    Moriarty
  • Posted by CarolBlaha on 11/26/2012 at 7:41 AM Member
    That is a very good idea about creating a non commercial educational series and theme. Avoiding claims in the first place.
  • Posted by sarvavelamuri on 11/26/2012 at 7:44 AM Author
    Thanks a lot for your prompt response ! how do you suggest we communicate the importance of insurance to the public?? Should we go to houses? distribute flyers?
  • Posted by CarolBlaha on 11/26/2012 at 7:56 AM Accepted
    it would be difficult to create one flyer on all the aspects of insurance. Door hangers can be devised with one niche and inexpensively produced. It sounds to me like you are targeting individuals vs B2B. I like doing educational seminars with insurance part of the plan.

    My hubbie just took out life insurace for his new grandchild. This if not used by x age, can be put toward her education. For that, I'd be talking to senior centers.

    Then there those in a bind and don't want to be in this bind again. For those, I'd network with lawyers.

    There are so many places you can go with this, its a much bigger question that on the surface. I'd sit down and determine your niches, determine the message and then strategize, where would my target be. What message would they benefit from hearing.

    Develop a 30 days marketing plan, which can include some cold calling. Don't just say cold call. Specifically how many cold calls each day via either by phone or in person. Build a referrel plan. Track what you do in the next 30 days and review. Adjust.

    Daily marketing habits make sales happen automatically. Trust me on this.

    Sell Well and Prosper tm
  • Posted by Moriarty on 11/26/2012 at 8:02 AM Member
    Sarva

    I thought we were discussing marketing and advertising statements, not logistics.

    Okay, who are you targeting and why? Insurance like most other commodities is well sewn up. It is well misunderstood to the point that people think their misunderstandings are understandings. You have one big uphill struggle.

    Unless you get inventive. That means getting your thinking and imagination into gear. So: your job is to work out not why someone wants insurance, but what they are wanting that means they need insurance.

    We need to know who your prospective clients are. That is when we can make meaningful suggestions.

    M
  • Posted by Chris Blackman on 11/26/2012 at 8:03 AM Member
    Into what geographic market (country, state, city) are you trying to promote this awareness of insurance?

    What is your target demographic? (Who are you trying to sell to - "The Public" is a very untargeted segment.)

    What kind of insurance are you trying to sell? e.g.:

    Motor Vehicle Insurance?
    Home Building & Contents Insurance?
    Life Insurance?
    Caravan Insurance?
    Livestock Insurance?
    Business Insurance?
    Public liability insurance?
    Professional Indemnity Insurance?

    Give us a few clues and you'll get some more targeted replies.



  • Posted by CarolBlaha on 11/26/2012 at 8:07 AM Member
    What others are trying to tell you is that you have to drill deeper and no one answer will fit all.

    In any good marketing plan, you ask who is your customer. And if the answer is everyone, it is the wrong answer. Its telling you that you aren't targetting.

    In insurance everyone is your customer. But to effectively market you have to know your sweet spot and specifically target those in it.

    So in my husband's case. Someone targeted new grandpas. And grandpa bought.
  • Posted by sarvavelamuri on 11/26/2012 at 8:07 AM Author
    Hi ! I want to create awareness of insurance in the middle east region. Want to raise awareness on various segments of insurance. Highlight would be life, business, and property. Hope this info helps. Great to be getting prompt and useful responses!
  • Posted by Moriarty on 11/26/2012 at 8:11 AM Member
    Now let me get one thing straight here: how many people live in the Middle East?

    Ten million? Fifty Million? A Hundred?

    Even if you market to all of them, you will only attract a slice of the audience.

    So only attract that slice.

    Focus in on them, and them alone. That means 1 million at most.

    M
  • Posted on 11/27/2012 at 7:26 PM Member
    Insurance is a grudge purchase. We know we need it but hope we never need to use it (claim) because the insurance company will find some way to not cover me. Right? And if you already have insurance, unless your current insurance company does something really significant ( dramatically increases your premium or provides a very poor claims experience), you will most likely simply continue with your current provider. Inertia is very high in Insurance products.
    Creating awareness of the need for insurance is not the way to go if trying to grow acquisition opportunities. Find your point of difference and focus on that, but rapid growth is hard to achieve.
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