1 / 26

Traditional Insurance Communication and Materials

Traditional Insurance Communication and Materials. Zerrin Ekşioğlu, Aksigorta, Asst.General Manager, Marketing and Communication. When you are not a brand…. 33 insurance companies trying to compete only by lowering their prices Loss is getting greater

elvis-kirby
Download Presentation

Traditional Insurance Communication and Materials

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Traditional Insurance Communication and Materials Zerrin Ekşioğlu, Aksigorta, Asst.General Manager, Marketing and Communication

  2. When you are not a brand… 33 insurance companies trying to compete only by lowering their pricesLoss is getting greater Aim is not to increase the penetration, aim is just getting a bigger piece from the existing piePieces getting smaller Profitiblaty just relies on operational efficencyLimit is getting closer

  3. What is a brand… Touchpoints Products Services Agents Bank Call Centers Employees Buildings/Offices Brand Identity Materials E-Mails Newsletters Receptionist/Voice Stores Packaging Brochures Ads Policies Web sites Portals Mobile Platform Applications A company is a Promise A customer is the one paying for your promise POSITIONING + PRESENTATION =MONEY BRAND (BE DIFFERENT)

  4. Touchpoints Products & Services Customer wants; Empathy Transparency Fairness Quick and good service Easy and convenient products Guidance Experience Control Love a brand Belong to… Insurance is; Complex Luxury Inaccessible Why should we love, even like this?

  5. Touchpoints Agents No standart experience = no brand! The major channel shared by many brands, Brand communication built by only some old fashioned brochures, And some flags!!! Scrapy office furniture… Do you really want to be presented in these conditions?

  6. Touchpoints Agents Do you really want to be presented in these conditions?

  7. Touchpoints Agents Do you really want to be presented in these conditions?

  8. Touchpoints Agents Do you really want to be presented in these conditions?

  9. Touchpoints Agents Or would you rather be presented like this?

  10. Touchpoints Bank Branches Your ProductPresentedas a Side Dish; In terms of physical presentation you don’t exist, You don’t have a decent place in a bank branch, Best case you are presented by a couple of brochures, Also in terms of sales process you are an obligatory bundled product with banking products Do you really want to be presented as a side dish? How can I love something they made me buy?

  11. Touchpoints Call Centers & Internet A channel we waste; Where is the price? Where is the product? Customers don’t care when you are established, Or how many empoyees do you have… Hey, we want to buy!

  12. Touchpoints Call Centers & Internet Hey, we want to buy!

  13. Touchpoints Call Centers & Internet Hey, we want to buy!

  14. Touchpoints Ads, Brochures, TV Commercials We are all the same; Similar promises Similar messages Sectoral Promotion instead of the brand or product Communication unable to build needs What was that?

  15. Touchpoints Packaging, policies, delivery We don’t care after you bought our product; Wrinkled scans Black&White faxes Accountant reciepts Amateur e-mails Hand written “sign here”s Cheapest Courrier delivery

  16. Around 30 years ago… A quick look in history Windows 2.0 A typical computer

  17. Around 30 years ago… A quick look in history Apple Computer’s Legendary Commercial in 1984

  18. Around 30 years ago… A quick look in history Apple redefined everything related to computers Products…

  19. Around 30 years ago… A quick look in history Apple redefined everything related to computers Services… Over 10,000,000,000 Songs sold from iTunes Store

  20. Around 30 years ago… A quick look in history And since that day never stopped.

  21. Around 30 years ago… A quick look in history What did we do?

  22. Around 30 years ago… A quick look in history What did we do?

  23. Around 30 years ago… A quick look in history What did we do?

  24. Booooriiinnng… We are boring in every sense of the word! We are, what computers looked like before Apple showed up

  25. But we can still change… One day, one brand will be “the Apple” of the insurance sector, and everything will change

  26. Thank youfor your precious time Zerrin Ekşioğlu, Aksigorta, Asst.General Manager, Marketing and Communication

More Related