70. Online auto insurance policies exceed 2 million as related E-Servicing rises in tandem 2007 bore witness to 32 million online quotes, a 15% increase, along with a 37% increase of total purchases
75. Consumers are less likely to need incentives to buy online than they used to be
Notes de l'éditeur
Iterative, overlapping and never ending 3 cycle approach. E-cubed helps me remember the phases.
9:45-10:00 Set up Who we are (iC) Roles and responsibilities Stephen to facilitate Amy and Todd to assist Sheila will time keep and take notes, manage the parking lot YOU are here to speak and think freely Why we’re here To ‘fire-hose’ exploration of the insurance.com brand Guerilla like exercises to foster free thinking and open dialogue to get beyond preconceived notions What the day will encompass We’ll do some quick background on brand, to set context for the group Several FUN exercises to get AT ideas What we will accomplish We will uncover key themes Conventions Opportunities Mandatories Key adjectives, personality, etc. What we won’t attempt to accomplish We WILL NOT craft a tagline NOR a positioning statement We WILL NOT discuss the logo or graphic brand identity We WILL NOT define anything—this is an exploration day Set up introductions Everyone is here to have an equal voice irrespective of title, position, role, tenure, etc. Introduce yourselves by name, ___________________ 10:00 – 10:15 Introductions around the room 1 minute per max 10:15 – 10:30 What the day will look like Agenda overview It is a long day that will go fast—we will attempt to maintain a brisk schedule and confine the discussions Agenda details Review the items and topics in detail Rules There is no dominating allowed There is no judgment allowed—all ideas, perceptions, comments are good comments One conversation at a time No phones! No laptops! No interruptions No being late—results in a donation to the bucket to be raffled Overview of the ‘how’ You received a brand kit—full of utensils and refreshments You will be cutting, writing, and reporting by 5 teams of 4 people Q&A before we begin? 10:30 – 10:45 Bio break before we begin Leave all electronics outside or collect at door. Breaking rules or being tardy costs $1. 10:45 – 11:00 Brand Is intro 11:00 – 11:30 Icebreaker exercise—name that brand We will go through several logos. Just say what hits you regarding THAT brand. Be prepared to say why, if asked. 11:30 – 12:00 Warm up exercise Now, if insurance.com was a ____________, what would it be? 12:00 – 12:30 Lunch Can we play some commercials or videos relevant to the day? 12:30 – 1:30 Exercise #1 5 minutes team dividing—mix it up 15 minutes cutting, writing, discussing 25 minutes reporting (5 minutes per team, 5 teams of 4 people) 15 minutes open discussion 1:30 – 2:30 Exercise #2 5 minutes team dividing—mix it up 15 minutes cutting, writing, discussing 25 minutes reporting (5 minutes per team, 5 teams of 4 people) 15 minutes open discussion 2:30 – 2:45 Bio break 2:45 – 3:45 Exercise #3 5 minutes team dividing—mix it up 15 minutes cutting, writing, discussing 25 minutes reporting (5 minutes per team, 5 teams of 4 people) 15 minutes open discussion 3:45 – 4:45 Exercise # 4 5 minutes team dividing—mix it up 15 minutes cutting, writing, discussing 25 minutes reporting (5 minutes per team, 5 teams of 4 people) 15 minutes open discussion 4:45 – 5:00 Wrap up and next steps
Deeper dive into brand findings
Add a comment about for a detailed look at how others are doing this see the competitive analysis
People wonder what “the catch” is – how you make money
Genericize….naming conventions, field labelling, - confusing, but it’s there
Genericize….naming conventions, field labelling, - confusing, but it’s there
Suvsuck.org and historiasdecorredor.com: look like landing pages for insureme.com State.nj.gov: listing of all insurance companies that write private passenger auto insurance in NJ Aelk.com: listing of tons of auto insurers
Pueblo.gsa.gov: 12 ways to lower your homeowners insurance cost