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 [...]
In this day and age, insurance companies often find themselves in fierce competition with rival agencies.
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 [...]
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 [...]
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 [...]