Insurance Companies Implementing Marketing

I’ve blogged about how insurance companies could market their company to potential customers to create a pull demand from their brokers. Last week, I thought my eyes were deceiving me, but yesterday, I saw it again in a different city. I saw a billboard advertisement from Intact Insurance promoting their home insurance.  Many of the insurance industry players know that Intact, formerly ING, changed their name and are rebranding their new name.  It has been a while since Intact changed their name, but I find people still refer to Intact as ING. Could their marketing initiative be tied to the rebranding of their company name? Or are they doing it to be industry first?

Recently I’ve noticed advertisements from insurance companies but generally it is from insurance companies that have agents who write their own policies. It makes sense, as those who utilize a broker want their brokers to find them the best quote. Marketing might be lost on these people, but I think as consumers, we can still create a pull demand. Lately though, I’m finding more insurance companies are advertising their company name and services.

This is the first time I saw Intact advertising. I wish I could find the picture of the billboard on the Internet or their website, but alas no luck yet. Intact must be serious or at least have a purpose to why they chose billboards to advertise. Not sure why a billboard – that and if you are going to spend a lot of money on renting out a billboard, you would think they would have some information and a number on it. Oh well, I find it catchy, but I am curious why a billboard and for what purpose. Question…has anyone seen this billboard or any other form of advertisement by Intact Insurance…and where did you see it? Heck, I’ll offer a reward for anyone who submits the best picture of Intact’s billboard advertisement. I am fascinated that finally insurance companies are advertising more aggressively. Or maybe they’ve had, but I never noticed it.

Another advertisement I’ve seen was by State Farm for car insurance for young drivers. I think it is smart as they chose a Disney Star geared toward the same demographic as what State Farm is hoping to reach. This celebrity has a clean image and advocates safe driving techniques and how State Farm is her choice of insurance as they make sure she is taken care of. State Farm’s marketing has been smart. All marketing initiative has synergy – from their market positioning to their marketing channels, everything ties together.

As promised above, I am putting out a contest. Here are the basic rules:

• Submit a photo of Intact Insurance’s billboard advertisement, and indicate where you saw it
• Include your name, company name, address and e-mail address
• Submission due date is November 6, 2009 at 11:59 pm
• E-mail the photo to syoo@servicemasterofyr.com

One winner with the best picture will receive a gift certificate to Home Depot. Good luck!