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THE MARKETING OF ESURANCE

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THE MARKETING OF ESURANCE AM BEST COMPANY S 2009 INSURANCE MARKETING & ADVERTISING SUMMIT * Branding war will continue to be fought in traditional Advertising ... – PowerPoint PPT presentation

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Title: THE MARKETING OF ESURANCE


1
THE MARKETING OF ESURANCE
  • AM BEST COMPANYS 2009 INSURANCE MARKETING
    ADVERTISING SUMMIT

2
ESURANCE FAST FACTS
Agency Operations Los Angeles 50 350 298,000
350 Million Affinity/Partnership Auto,
Property, Motorcycle
  • 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

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
2006 2006
1 Auto Makers
2 Auto Dealers
3 Wireless
4 Movies
5 Prescription Drugs
6 Fast Food
7 Consumer Banking
8 Credit Cards
9 Invest. Prod/Services
10 Furniture Stores
11 Hotels/Resorts
12 Clothing Stores
13 Home Improvement Stores
14 Auto Insurance
2007 2007
1 Auto Makers
2 Auto Dealers
3 Wireless
4 Prescription Drugs
5 Movies
6 Fast Food
7 Invest. Prod/Services
8 Consumer Banking
9 Credit Cards
10 Hotels/Resorts
11 Furniture Stores
12 Auto Insurance
2008 2008
1 Auto Makers
2 Wireless
3 Auto Dealers
4 Prescription Drugs
5 Movies
6 Fast Food
7 Invest. Prod/Services
8 Consumer Banking
9 Auto Insurance
2009 2009
1 Auto Makers
2 Wireless
3 Movies
4 Fast Food
5 Prescription Drugs
6 Auto Dealers
7 Investment Products
8 Auto Insurance
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 customers 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 Officer jswigart_at_esu
rance.com THANK YOU
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