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THE MARKETING OF ESURANCE

THE MARKETING OF ESURANCE. AM BEST COMPANY’S 2009 INSURANCE MARKETING & ADVERTISING SUMMIT. Headquarters: States Covered: Associates: Policies-in-Force: Written Premium (2008): Distribution Model: Products:. Insurance Operations San Francisco 30 1,650 467,000 $823 Million

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THE MARKETING OF ESURANCE

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  1. THE MARKETING OF ESURANCE AM BEST COMPANY’S 2009 INSURANCE MARKETING & ADVERTISING SUMMIT

  2. Headquarters: States Covered: Associates: Policies-in-Force: Written Premium (2008): Distribution Model: Products: Insurance Operations San Francisco 30 1,650 467,000 $823 Million Direct to consumer Auto Insurance ESURANCE FAST FACTS Agency Operations Los Angeles 50 350 298,000 $350 Million Affinity/Partnership Auto, Property, Motorcycle Note: Agency Operations include Answer Financial, Inc and the Esurance Property and Motorcycle Insurance programs

  3. ESURANCE SHOPPING SHARE How did Esurance become the 5th most shopped auto insurance brand in 10 years? Source: JD Power 2009 Auto Insurance Shopping Study; Dowling Securities

  4. PRE-ERIN YEARS: 2000 - 2003 • Pure direct marketing with little brand awareness • Paid Search • Portals • Affiliates/Lead Gen

  5. TAKING AN “ONLINE BRAND” OFFLINE • Creative concept that would have impact • Must appeal to consumers inclined toward Esurance already – Young, Urban, Single Males (classic internet early-adopters) • Must stand-out from the pack • Must be efficient to produce • Must drive immediate response • Erin Esurance • Animation addressed many of those requirements • Lower cost • Stands out • Appeals to target • Erin was developed to personify our brand to this target • High entertainment value • Visually impactful (pink hair)

  6. ERIN IS BORN

  7. ERIN GOES NATIONAL

  8. WHY DID THIS CAMPAIGN WORK SO WELL?

  9. THE RISE OF THE COMPETITION Total Spend by Top 15 Insurance Advertisers($ billions) Source: Dowling Securities

  10. THE FALL OF THE SHOPPING MARKET US Auto Insurance Shopping Market Source: JD Power 2009 Auto Insurance Shopping Study

  11. THE NEXT STAGE – THE WAR OF THE “BRANDS” Top Advertising Categories – United States Source: TNS Media Intelligence

  12. THE INTERNET IS THE MAJOR BATTLEGROUND Source: JD Power 2009 Auto Insurance Shopping Study; Esurance proprietary research

  13. THE YOUTUBE EFFECT

  14. FACEBOOK – ENGAGED CONSUMERS

  15. TWITTER – ENGAGED CONSUMERS

  16. TWITTER – THE POSITIVE

  17. TWITTER – THE NEGATIVE

  18. TWITTER – THE NEGATIVE BECOMES POSITIVE • Received an email detailing issue • Forwarded customer’s email to Customer Service • We resolved issue and stayed in contact customer • Received a “Thank you” in response

  19. TWITTER – THE POSITIVE

  20. John Swigart, Chief Marketing Officerjswigart@esurance.comTHANK YOU

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