Insurers want to increase brand name recognition in their target markets. Some are focusing on creating relevant content that supports the producers when selling. Others are considering advertising directly to consumers to support independent distribution.
Insurers have to be careful not to alienate their agents by advertising directly to consumers. Still, many agents, it seems, agree that general marketing for demand generation and brand awareness is win-win.
“The time you want the map…is before you enter the woods” – Brendon Burchard
GPS navigation technology has spoiled us. It provides step-by-step directions that sometimes make it difficult to understand where you came from and where you are heading. They only show a slice of the journey; it can be disorienting when the tech fails, especially while traveling at high speeds.
Specialty insurers have traditionally made less use of automation than insurers in other sectors. They are now differentiating themselves in a competitive marketplace through investments in distribution (especially new business submission), product development, underwriting, and claims.
How did you get into insurance?
Insurance has always been part of my family. My grandfather established our agency 45 years ago, and my father took over operations about a decade ago. My life’s focus is service of others—through both our agency as well as the charity, Lift Up, I established after a visit to Haiti. Humanitarian work is a deep passion of mine; since I do not take a salary from my charity work, I wanted a career where I could help people as well as have hours that were flexible so that I could continue my charity work.