Marketing to multi-layered sales channels is complex. Here are some things to think about.

Multiple levels of hierarchy and complex sales cycles make marketing to sales channels a complex proposition.  It’s no wonder then that many companies need some assistance to do it right. Consumer marketing may have the glitz and glamour but channel marketing has a complexity and richness that many marketers find fascinating, or perplexing, depending on who you talk to! This is all too true in the [...]

Personal Lines: A Changing Landscape

There is a lot of news in the health insurance and property casualty insurance world these days about customers wanting to buy direct, and how this could unravel the agency model. In a McKinsey & Co. report “Agents of the Future: The Evolution of Property & Casualty Insurance Distribution,  they noted signs that the economics of the traditional agent model are beginning to unravel. And in [...]

By |2015-02-16T21:49:04+00:00February 16th, 2015|Insights, Insurance|0 Comments

Insurance Takes Over the Super Bowl

Insurance ads were all over the Super Bowl this year, many causing quite the buzz with their celebrity cameos, others for their controversial nature. “A number of brands took a more serious tone this year, which might be a sound move given the current climate of the NFL, ” said Derek D. Rucker, Sandy & Morton Goldman Professor of Entrepreneurial Studies in Marketing at Kellogg School [...]

By |2015-02-04T21:18:37+00:00February 4th, 2015|Insurance|0 Comments

Esurance is Becoming the Hot Insurance Player for Millenials

It makes sense that the generation born and bred in the online world would gravitate to an online-born insurance player. But Esurance is demonstrating that they have a solid understanding of this audience, and their media habits and lifestyle. Let’s take a look at some of Esurance's well-crafted plays to dominate the industry, and this insurance-ambivalent audience. Big Budget Super Bowl Spots Esurance debuted two big [...]