Marketing insurance isn't the easiest of tasks.
There are probably more ways to create demand for, say, a high end sports car, than for the insurance to go with it. Yet insurance companies provide a vital service to their customers and with good marketing can form a strong connection with them and ultimately gain more custom.
So just how are insurance companies using marketing to promote their brands?
Here are some examples:
Creating a Conversation
Rather than simply telling customers what they can do for them, insurance companies can turn to marketing, specifically social media marketing, to get a conversation going. This creates customer engagement by encouraging customers to spend time with the brand.
Consumers are on social media discussing businesses of all kinds, and what gets said for good or ill will leave an impression.
Getting involved in the conversation and generating some positive discussion around their business is a smart move for insurance companies.
Prudential got their customers talking with their "What Will You Master in 7 Years" campaign.
By positing that Americans are living seven years longer, and it takes seven years to master a skill, they got customers talking about what they would do with their seven years.
By highlighting increased life expectancy, they drew attention to their core business - life insurance - while generating an interesting discussion.
The campaign was a success, with a single post generating 25,000 likes and 800 shares.
Changing Customer Perceptions
Most customers probably don't see insurance as something to love or covet.
Pure Insurance set out to change that with their "Love Your Insurance" campaign.
As the article "Insurance Agents: How to Run Your Business More Efficiently" points out, insurance agents need to demonstrate passion for what they are doing, and Pure's campaign did just that by showing a lot of love for the insurance world.
Through a combination of TV, print, radio and digital marketing, Pure Insurance offered their customers a whole new perspective on insurance. The campaign highlighted customers' positive experiences with Pure through a series of love stories.
Power words like exceptional, amazing and outstanding cleverly redefined insurance; taking it from a necessary evil to something desirable.
Adding Personality
Personality might not be the first thing to mind when thinking of insurance, but marketing can help to change that.
By adding personality to their marketing campaigns, insurance companies can create an affectionate connection with customers and even add some fun into their branding.
Progressive added plenty of fun and personality with the introduction of its perky spokesperson Flo.
A series of humorous television adverts saw Flo talk to customers, visit the hair salon, and even share a games night with her family.
Flo's Facebook presence is popular, with 5 million likes, and one photo alone garnering 3000 likes.
Her posts are rarely about insurance, focusing instead on whimsical commentary on her daily life, yet they keep customers interested in Progressive and its products.
As well as giving the company a face, Flo helped make the intangible (buying insurance online) tangible.
Insurance doesn't have to be dry.
By using marketing effectively, insurance companies can add personality and build a strong connection with their customers, changing the way they think about insurance.