Marketing should supplement and promote genuine value not disguise the lack of.
Right now it seems that way, but somewhere in my reading and listening, I again heard what I already have known for a while now; You do not need to adapt to AI, and similar data ideas, but the agents/brokers/companies that do will survive and thrive and those that don’t, won’t.
So combine that with the following things stuck in my head from various reading and listening;
Sending out a birthday card is awesome and there are services that do this
Attempted to use some voice to text stuff and it produced some really odd paragraphs. Reinterpreting them a bit below;
Is your marketing plan simply to produce enough content aka noise, so that one or more algorithms will help people “find” you? I am not sure that, as a strategy, this is much more than hedging your fear of not knowing where the next deal is coming from. Hope is not a strategy, nor is relying on things you do not have control of, like algorithms.
In the last week, a customer left, no news there, but I have donated to a fundraiser they did and do sort of know them. Yesterday, another customer came in with a gift for me and one of our team. Actually very tasty olive oil. The first one checks more “boxes” that most companies look for and spent at least twice as much with us. The second spends half the amount of money and doesn’t “fit” common profiles of what a company wants. Below was written May 2014 and has only been updated thanks to Grammarly.
Well, I have some relevant experience lately and this post from 2010, updated in 2015, is the same advice I followed and still give out. But, along the way there where several missed opportunities to add value to an insurance brand.
So your car is on its way to the shop or in the shop and you need a rental. Now, my experience with Hertz and Enterprise was as expected; average. Nothing bad nothing worth noting. What would I like to see different?
There are ALOT of people who cannot or it would hinder them to have to give the $50-$100 hold on their credit card for the rental. This can be an easy fix
The overall financial system we are in is fascinating. Tough to say that the good the insurance piece of this system is helping or hurting more. Yes, it allows entrepreneurship to flourish. Yes, it is the underlying fabric of the entire financial system. But, on the other hand, we do a lot of work in the personal insurance and micro-commercial space(think 1-5 employees 6 but rarely 7 figure sales). This is where you see the dysfunction shine.
Reality is this; insurance companies are run by other members of our human species. They are also influenced by their surroundings both human and inanimate. They are influenced by many of the same ideals, both positive and negative as the rest of us. There is a lot of talk about “disruption,” #insurtech, #fintech, and #bigdata. The industry is “ripe” for change, blah, blah, blah.
Yes I have many of my own thoughts, heck it’s my blog so of course they are my thoughts. This dawned on me the other day;
Maybe the insurance industry is just a reflection of society. But how? In what way(s)?
Dear Big National Insurance company who I want to bring more business to;
We have had a nice relationship so far and I think we both like each other. I’m confused though, some days it seems like you just don’t want my business. Now I understand you won’t want everyone but I am still left disappointed. See we know each other pretty well, I have a nice understanding of who you want to be insured but somewhere in there, something is not working.
So most of us have friends. They come in all shapes and sizes. You are closer with some more than others. Some you hang out with more often. Some are “on-line” friends or “work” friends but they all get the label friends. They all on some level have a place in your world.
At the same turn, each of them needs or wants something from you. Some need/want more than others. At various times one or more of them may need a lot from you. Over time some friends sort of increase in value(feelings) while others get less. But they are all still your friends.
So it is pretty common that when you need something; a resource, a person, a restaurant review, etc you can spend some time online doing some research. As part of this, it is pretty common to ask friends for their recommendations. Yelp, Trip Advisor, Angie’s list, etc are nice but I much prefer to trust friends from various places than strangers. Now people have always been doing this but they likely asked them over the phone or while at a social gathering. Plenty of people still do it this way and many, myself included, have added in using Facebook, Twitter and LinkedIn to also gain some insights. It’s still cool to do both but not necessary.