COMBINING DIFFERENT CHANNELS TO REACH YOUR CUSTOMERS

Transcription

1 Integrated Marketing Community COMBINING DIFFERENT CHANNELS TO REACH YOUR CUSTOMERS Norman Quesnel Amica Mutual Insurance Co We will be starting at the top of the hour. You will not hear anything until we start.

2 Integrated Marketing Community» Establish yourself present a relevant topic or case study to a group of analytics professionals.» Get published submit an article to be featured on the DMA blog.» Build your resume volunteer on our leadership council and assist in content planning and promotion.» Increase your visibility sponsorship opportunities for every company and budget.» More resources here: thedma.org/integrated-marketing-community/» Contact Laura Gigliotti at lgigliotti@the-dma.org or to learn more and get involved!

3 Integrated Marketing Applying consistent brand messaging across marketing channels and using different promotional methods to reinforce each other. Wikipedia

4 Integrated Auto Insurance Marketing» Auto Insurance Industry» Amica Mutual Insurance Co» Integrating Marketing Campaigns

5 US Auto Insurance» $235 billion in net premiums/year» 260 million autos» Ave $900/net auto premium IIHS, DMV

6 US Auto Insurance» State regulated» Required product» Highly competitive industry

7 US Auto Insurance

8 US Auto Insurance MARKETING SPEND GEICO Allstate State Farm Progressive $1.2 Billion $900 Million $800 Million $600 Million

9 Insure.com Auto Insurer Premiums Mkt Shr

10 Amica Mutual Insurance Company Est HQ in Lincoln, RI 3,200 employees 44 offices countrywide Direct sales no agents No. 983 on Fortune 1000

11 Amica Mutual Insurance Company CUSTOMER SERVICE FINANCIAL STRENGTH JD Power RETENTION AM Best Clark Howard

12 Integrated Marketing Campaigns Targeting the Value Payer Pay any price for good financial advice Find the safety rating before buying a car In the upper half of the income range for their age group Research important buying decisions, Internet savvy Value quality / good customer service

13 Integrated Marketing Marketing Campaigns Hispanic Auto Responder, Non-Buyer

14 Integrated Marketing Campaigns Hispanic Auto

15 Auto Insurance for Hispanics Hispanic Driver Campaign» Market Research Surveys, Focus Groups, Interviews, Studies» Gradual Roll Out Plan 4 states to 18 states

16 Auto Insurance for Hispanics Univision

17 Integrating Campaigns Hispanic Auto

18 Integrating Campaigns Hispanic Auto Hispanic Value Payer Family Oriented Financially Sound Tech Savvy Strong Social Foundation Family Protection Built on a Solid Reputation for Service A.M. Best Microsite, Mobile, Online Quoting 100+ Years in Business, Built on Referrals Amica Brand

19 Integrating Campaigns Hispanic Auto January 2014 May 2014 October 2014 January 2015 March 2015

20 Hispanic Consumer - Language Considerations» 80% of the U.S. Hispanic audience can conduct business in English» A Spanish language option creates greater credibility and trust» Extends beyond literal translation it s about transcreation 40% English and Spanish 20% Spanish 40% English

21 Integrating Campaigns Hispanic Auto» Direct Mail» Websites» Paid Search» Yahoo Stream Ads» TV» Radio» Outdoor» Sponsorships

22 Integrating Campaigns Hispanic Auto Direct Mail 4M Letters/year Hispanic Indicator Targets English and Bilingual Letters

23 Auto Insurance for Hispanics TuAmica.com Bilingual (toggle) Family focus Respectful Tradition

24 Integrating Campaigns Hispanic Auto Paid Search Active States: AZ, CA, CO, CT, GA, IL, MA, MD, NC, NV, NM, OH, OR, PA, TX, UT, VA & WA

25 Integrating Campaigns Hispanic Auto Yahoo Stream English translation: Get a free auto insurance quote today With Amica Insurance you get quality coverage, discounts and personalized assistance in Spanish. Discover all the benefits. English translation: Switch to Amica Auto Insurance Get your free quote today. It s very easy. Discover our quality service, total coverage and excellent value.

26 Integrating Campaigns Hispanic Auto Yahoo Stream Yahoo Stream Spanish ads began running on 1/5/2015 driving to the Hispanic OLA landing page. On 2/5/2015, Yahoo Stream traffic was split to drive 50% of the traffic to the new TuAmica.com micro-site site in order to determine which converted users best. The TuAmica.com micro-site is the winner in terms of Call Quality and Funnel Rate. TuAmica.com contains more content than the original page, which can indicate that the additional information is generating a more qualified user.

27 Integrating Campaigns Hispanic Auto Localized Advertising Denver Phoenix Dallas Houston

28 Integrating Campaigns Hispanic Auto TV Advertising

29 Integrating Campaigns Hispanic Auto

30 Integrating Campaigns Hispanic Auto Radio Spot Houston

31 Integrating Campaigns Hispanic Auto Billboards I-45 Gulf Freeway Highway 225 I-45 North Freeway 1-10 East Freeway

32 Integrating Campaigns Hispanic Auto Sponsorships and Sports Liga MX (Dallas, Houston, Phoenix) Liga MX Dallas Campeon De Campeon Media Sponsorship Confed Cup

33 Integrating Campaigns Hispanic Auto

34 Integrating Campaigns Hispanic Auto Show Hispanic leads curve Jon Noble

35 Integrating Campaigns Hispanic Auto

36 Integrating Campaigns Hispanic Auto Hispanic Value Payer Where s the Integration? Channels Working Together Raise awareness Drive quotes Consistency in Offer Exceptional Customer Service Understand Your Needs Make You Feel Appreciated Online/Mobile Presence Financially Strong In Business for a Long Time

37 Integrated Marketing Campaigns Responder, Non-Buyer

38 Integrating Campaigns RNB RNB Campaign Responder, Non-Buyers People who got quotes for Amica auto insurance but didn t buy

39 Integrating Campaigns RNB Post Card 6 & 12 months post-quote Phone quotes only 30K/mo Highest response mailer

40 Integrating Campaigns RNB Lead Nurture s Online auto quoters Immediate 7 Days 14 Days 5 Months 11 Months 19 Months

41 Integrating Campaigns RNB DM Letter Mailed to all qualified quoters Repurposed Control Call for Quote or Visit Microsite 900K/mo

42 Integrating Campaigns RNB Facebook Ads to DM Recipients

43 Integrating Campaigns RNB Banner Ads and s to DM list

44 Integrating Campaigns RNB 2016 RNB Marketing Integration Advertising and Direct Mail Agencies Segment Quoters by Vintage age of quote Use Personal Data When Available

45 Integrating Campaigns RNB 3 Segments per Timing of Quote 1. Recent Shoppers 1 day-5 months 2. Mining the Moments 6 months-2 years 3. Starting Over 2-6 years

46 Integrating Campaigns RNB Recent Shoppers Vehicle make, model, year Channel originally quoted (call center, online) Premium quoted and quote expiration date Time from quote Days Months DIGITAL CHANNEL / PROGRAM Quote follow up / lead nurturing (Amica) RNB (RPM) DIRECT MAIL Quote follow-up mailing 1 2 Resolicit postcard 1 RNB DM program Segmented creative RNB rotational DM

47 Integrating Campaigns RNB Mining the Moments Multiple creatives Regular contacts Time from quote MONTHS DIGITAL Quote follow up / lead nurturing (Amica) 6 CHANNEL / PROGRAM RNB (RPM) DIRECT MAIL Quote follow-up mailing Resolicit postcard RNB DM program Segmented creative RNB rotational DM

48 Integrating Campaigns RNB Starting Over Re-introduce Amica benefits Top-rated service, financial strength, retention

49 Integrating Campaigns RNB Where s the Integration? Channels Working Together DM and (and FB) Test Creative and Timing of Messages Deeper Use of Data to Personalize DM and Agencies and Employees in Tandem

50 Questions??» Send comments and suggestions to Laura Gigliotti at More resources at: Thank you!

51 The DMA Integrated Marketing Community thanks you for attending and invites your feedback and active participation!