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AGENCY POSITIONING & VALUE PROPOSITION

June 2014. AGENCY POSITIONING & VALUE PROPOSITION. POSITIONING. BRAND POSITIONING: WHAT IT MEANS FOR YOU, OUR AGENCY PARTNERS AND CUSTOMERS.

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AGENCY POSITIONING & VALUE PROPOSITION

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  1. June 2014 AGENCY POSITIONING & VALUE PROPOSITION

  2. POSITIONING BRAND POSITIONING: WHAT IT MEANS FOR YOU, OUR AGENCY PARTNERS AND CUSTOMERS. Brand positioning is a term used to describe the way we would like our brand to be perceived relative to our competition. Positioning is specific to a target audience. Linking to our company's strategy, brand positioning informs communications and expressions of the brand. Brand positioning defines: • What a brand stands for • What distinguishes it's offering from competitors • Articulates why a customer should care • Out of our brand positioning falls our value proposition to our agents and consumers. The proof points, also called RTBs (Reasons to Believe), support the brand positioning and value. • Read the positioning statements and proof points on the next few pages. • Think about them as they relate to both your agency partners and consumers. • Consider how they should drive the messaging, content and tone of your communications. • Practice using them in your everyday interactions with agency partners and customers.

  3. AGENCY POSITIONING Positioning – Our Promise to the Agent For our partnered independent insurance agents, The Hartford is the brand of Personal Lines insurance that Independent Agents can trust to profitably meet the needs of their valued, mature-preferred clients because The Hartford specializes in underwriting and servicing mature adults. Reasons to Believe • The Hartford has been endorsed by AARP for more than 30 years. • Policies include discounts on insurance premiums exclusively for AARP members. • The Hartford helps its agents grow through its unique and proven marketing capabilities. • Leveraging the expertise of the Center for Mature Market Excellence (The Hartford’s gerontology team), The Hartford has developed unique features and benefits developed exclusively to meet the needs of the mature-preferred consumer, including RecoverCare, our No Drop Promise, First Accident Forgiveness and New Car Replacement. • The Hartford takes care of its mature-preferred customers: its superior claims service is regularly recognized by JD Power, and the company was named one of the most reputable companies in business today by Forbes Magazine. Value Proposition – The Experience that creates the Belief Targeted Prospect Pool – As AARP’s only nationally-endorsed provider of auto and home insurance, The Hartford provides its agents with a targeted and loyal prospect pool. Profitability– The Hartford’s unique expertise in underwriting experienced drivers, and those with an affinity for AARP, means increased profitability and customer retention for our agents. Commitment to Growth – The Hartford is making significant investments in its systems and underwriting capabilities to make it easier to do business with company and to meet the evolving needs of the mature-preferred customer.

  4. CONSUMER POSITIONING STATEMENT – AARP AARP Brand Positioning The Hartford is the brand of Auto Insurance that rewards AARP members with superior value because The Hartford’s policies include many features that other carriers either do not have or provide at an extra cost. Value Proposition Superior Value – Industry-leading insurance products designed specifically for the AARP member, delivered at a competitive price. Reasons to Believe • Policies include an additional discount (up to 14%) on your insurance premium, exclusively for AARP members • Policies include a No-Drop Promise • The Hartford has a 24/7 Claim Hotline and a 6 point Claims Service commitment which covers every step of the claim process and ensures your complete satisfaction • The Hartford makes it easy for you to purchase and manage your insurance policies however you choose – toll-free 800#, website, mobile application, and/or local independent agents • Policies include full replacement of new cars (less than 15 months old and under 15,000 miles), with no deduction for depreciation, if the vehicle is totaled • Policies include a benefit, if you are ever injured in an auto accident, that covers the cost for assistance with routine activities like cooking, cleaning, shopping, transportation and even yard work • Additional discount available for customers who complete a Safe Driving Course

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