The Best Insurance Marketing Campaigns of 2018
Insurance is a super competitive industry. Even back in the days when the yellow pages were the way people connected to insurance companies, there were often pages of listings for agencies that were all offering pretty much the same thing. Fast forward to today, and the digital marketplace has produced competition so fierce that it's often hard for smaller agencies to get noticed at all.
This is why insurance agencies need an effective digital marketing strategy. They need a way to stand out, stand above and show those looking for insurance that they offer something exceptional compared to all the other lame fish in the sea.
There are many ways that insurance agencies can optimize their digital strategy to stand out, but sometimes it's best to take a cue from the major players in the insurance industry. Unlike many other types of businesses, small insurance agencies are sometimes in competition with the giants and understanding their strategies for crushing the marketing game can provide valuable insights for building an epic marketing campaign of their own. To illustrate our point, we've uncovered a few of the current best insurance marketing campaigns and provide some insights into how their strategies can translate to marketing success for your own insurance agency.
Haven Life Meeting the Changing Needs of Their Clients:
Anyone who works in insurance, or has even shopped for it themselves, knows all too well the frustrations that customers encounter along the way. In a digital world where practically everything you could ever want is at your fingertips, insurance customers approach the challenge of finding the best policy thinking that it will be as easy as shopping on Amazon.
Unfortunately, many customers who attempt to purchase or acquire about insurance online are met with a process that's anything but simple. Rarely is a person able to purchase or even get a realistic quote with one short online session. Haven Life saw an opportunity to meet the need for a simplified customer experience and they've used their marketing strategy to promote what makes them unique to a very interested audience.
Haven Life's marketing campaign has been heavily focused on streamlining the digital insurance shopping experience. They've approached this with a website redesign that features AI technology to simplify the process of buying life insurance. Their design is so simple that it's easy to purchase life insurance within 20 minutes, even from a mobile device.
This is a great strategy for appealing to the millennial market who has become accustomed to streamlined technology. Plus, they've taken the focus off the scary, doomsday like cloud that surrounds purchasing life insurance by promoting its value through the evolution of life's happiest moments - like purchasing a first home or welcoming a new child into the family.
For proof of their marketing savvy, look no further than their colorful, fun spirited landing page.
Nationwide's Two Year Sing Along:
Way back in what now seems like the archaic days of marketing, Nationwide Insurance claimed instant brand recognition with their highly recognizable sing-song line "Nationwide is on your side". Years have passed, and marketing for insurance agencies today barely resembles what it looked like back then. Nationwide, being known in the industry for their creative marketing tactics, never failed to adapt. We see evidence of this in their Songs for Every Side campaign.
First promoted back in 2016, the Songs for Every Side campaign generated so much attention that they've stuck with it and kept it going strong for 2 years. To demonstrate how Nationwide's services, meet a variety of needs, they partnered with well-known musicians in multiple genres who took the iconic Nationwide jingle and translated it into their own musical creation.
What if your own agency doesn't have the massive marketing budget to attract big name talent the way that Nationwide does? First, you don't need the huge budget or the big names. You just need the ability to see what makes this campaign work and how to transfer it to your own agency.
For example, the Songs for Every Side campaign is presented through short videos, and it adds an interesting twist to the standard, drab boring marketing tactics that have become all too common in the insurance industry. This campaign sparks emotion and brings awareness to the need for insurance though the entertaining use of video that is hard to resist.
Geico Slowing Down to the Pace of a Sloth:
Who doesn't instantly recognize the Geico Gecko as the famous mascot of the insurance company. Geico has always had their finger on the pulse of marketing by building a brand image through creative storytelling. The Geico Gecko has been on many adventures, and we've happily followed him along on them.
Last year, Geico took a new and unexpected twist in their storytelling marketing strategy. They introduced their Game Night with a Sloth commercial and it caught on instantly. What does a sloth have to do with insurance? Well, pretty much nothing - and it doesn't matter.
If it's possible for an animal to be trending, sloths are holding the attention of the internet at the moment. The inclusion of the sloth in this campaign illustrates the power that associating your agency with a current trend can have. The line in the commercial that seals the deal is "As long as sloths are slow, you can count on GEICO saving folks money".
The video was so popular and so effective that it earned this year's The One Club for Creativity Silver Award in the short film category.
What can other insurance agencies learn from Geico's tactic. Sometimes, selling insurance isn't about insurance at all. It's about making yourself memorable so that when the need for insurance arises and a customer starts looking online, they immediately recognize and associate your name value and trust.
Fresh Perspective for the World of Insurance Marketing:
Sometimes all it takes to move the needle on your marketing strategy is a fresh perspective. If you're feeling like your own marketing strategy could stand to have some fresh life breathed into it, we're the experts in insurance digital marketing that can help. Contact Confluency Solutions today to discuss the fresh new directions we can take your digital marketing and the great things we can accomplish for your agency.