Question

Topic: Advertising/PR

Newly Licensed Teen Drivers Marketing

Posted by bill.hall on 7/15/2009 at 6:37 AM ET 250 Points
We are marketing auto insurance with a driving school and are being given access to these students. We can hand out flyers, mail to the parents (the ultimate decision makers for the actual insurance purchase). They will be getting their actual license 60-90 days after graduating so timing will be a bit difficult, so we probably will need to reach them a few times preferably before we have to mail. Any ideas on reaching the parents to get us to be "easy access" and motivate parents to call us to get quoted on our auto insurance that has some great discounts for teens? NOTE: Insurance has strict laws so we can give small incentives for getting a quote but we cannot do raffles or offer large discounts or rebates in a promotion.
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RESPONSES

  • Posted by Jay Hamilton-Roth on 7/15/2009 at 8:53 AM Accepted
    Why not offer an accurate comparison matrix of teen insurance offerings by you and your competition (if your offering is strongly competitive)? Compare price, discounts, coverage, etc. for "typical" new drivers. That would be a strong reason for parents to contact you - you're saving them both time (no need to do their own research) and money.
  • Posted by michael on 7/15/2009 at 9:35 AM Accepted
    Bill,

    Laws. The 7 years I sold insurance I always felt hand-cuffed by the inability to offer a substantial discount. It was always "let me quote"

    I'm gonna suggest a contest for a youtube video that you will use in your ads. You could actually pay them for the video...and probably get around the laws that way because you'd pay an ad agency for something anyway.

    You should be on facebook anyway (myspace used to be more for HS kids but not so much anymore) so you can start putting links to the contest there.

    Hey....how about kids posting pictures of what they think their parents faces look like when they're driving?

    Michael

  • Posted on 7/15/2009 at 1:30 PM Member
    I'm in your target market. Our son will have his driver's license by December and I've already asked my insurance agent about the cost. (It will be double what we have on two cars.) I will definitely be shopping around. So Jay's suggestion of a comparison matrix makes sense.
  • Posted by Gary Bloomer on 7/15/2009 at 1:34 PM Accepted
    Dear Bill,

    One course of action to reach parents might be to focus on the safety side of things. Teenagers rank among the highest in auto accidents and death involving vehicles. Were I a parent I'd be really intrigued by safety details from an insurance company.

    In car cameras might be an option you could offer, likewise additional driving skill lessons. You could use the point that just because a teen has been taught to drive it does not make them a driver. In essence the teen has been taught to pass a test, they've not been taught to drive.

    I grew up and learned to drive in the UK, where driving instruction is way more than half a dozen sessions of "Driver's Ed". If you're working regionally or locally, you could involve local police, medical, and safety officials, substance abuse counsellors, bar owners, and Moms and Dads who might have lost a teenage son or daughter in a traffic accident.

    The best safety ad I ever saw was a wrecked patrol car on the back of a tow truck. The ad was from MADD (Mothers Against Drunk Driving) and on the side of the car was a poster that told how the police officer that the patrol car had been assigned to had been killed by a drunk driver.

    You could take groups of kids to local ERs and show first hand what excessive speed and a poorly trained driver can do. I'm sure the local hospital would work with you on this.

    Anyway, i n=know this might be a bit graphic, but for an issue of this magnitude, it's warranted.

    I hope this helps.

    Gary Bloomer
    Wilmington, DE, USA

  • Posted by bill.hall on 7/16/2009 at 6:16 AM Author
    Thank you all - some nice ideas.
    Bill
  • Posted by Jenni H on 7/16/2009 at 9:55 AM Member
    Creating the suggested matrix and safety documents will add value to your target market - the parents. Offer a new driver safety kit to the parents with these documents and any other important info as they teach their child the ways of the road.

    You could use a combination of Facebook and YouTube to offer a new driver newsletter and link to safety videos on YouTube for students.

    Partner with other companies offering complementary products (like the woman selling New Driver car magnets in Atlanta) to explore new markets as well.

    Good luck!
    Jenni (@gurnage)
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