Traditional Insurance Communication and Materials Zerrin Ekşioğlu, Aksigorta, Asst.General...

transcript

Traditional Insurance Communication

andMaterials

Zerrin Ekşioğlu, Aksigorta, Asst.General Manager, Marketing and Communication

When you are not a brand…

33 insurance companies trying to compete only by lowering their prices

Loss is getting greater

Aim is not to increase the penetration, aim is just getting a bigger piece from the existing pie

Pieces getting smaller

Profitiblaty just relies on operational efficency

Limit is getting closer

What is a brand…

A company is a Promise

Touchpoints

A customer is the one paying for

your promise

POSITIONING

+ PRESENTATION

= MONEY

BRAND (BE DIFFERENT)

Products

Services

Agents

Call Centers

Employees

Buildings/Offices

Brand Identity Materials

E-Mails

Newsletters

Receptionist/Voice

Stores

Packaging

Brochures

Policies

Web sites

Portals

Mobile Platform

Applications

Touchpoints

Customer wants;Empathy

Transparency

Fairness

Quick and good service

Easy and convenient products

Guidance

Experience

Control

Love a brand

Belong to…

Insurance is;

Complex

Luxury

Inaccessible

Products & Services

Why should we love, even like this?

Touchpoints

No standart experience =

no brand!The major channel shared by many brands,

Brand communication built by only some old fashioned brochures,

And some flags!!!

Scrapy office furniture…

Do you really want to be presented in these conditions?

Agents

Touchpoints

Agents

Touchpoints

Agents

Touchpoints

Agents

Touchpoints

Agents

Or would you rather be presented like this?

Touchpoints

Your ProductPresentedas a Side Dish;

In terms of physical presentation you don’t exist,

You don’t have a decent place in a bank branch,

Best case you are presented by a couple of brochures,

Also in terms of sales process you are an obligatory bundled product with banking products

Do you really want to be presented as a side dish?

Bank Branches

How can I love something they made me buy?

Touchpoints

A channel we waste;Where is the price?

Where is the product?

Customers don’t care when you are established,

Or how many empoyees do you have…

Call Centers & Internet

Hey, we want to buy!

Touchpoints

We are all the same;Similar promises

Similar messages

Sectoral Promotion instead of the brand or product

Communication unable to build needs

Ads, Brochures, TV Commercials

What was that?

Touchpoints

We don’t care after you bought

our product;Wrinkled scans

Black&White faxes

Accountant reciepts

Amateur e-mails

Hand written “sign here”s

Cheapest Courrier delivery

Packaging, policies, delivery

Around 30 years ago…

A quick look in history

A typical computer

Windows 2.0

Apple Computer’s Legendary

Commercial in 1984

Apple redefined everything related to

computers

Products…

A quick look in historyApple redefined

everything related to computers

Services…

Over 10,000,000,000Songs sold from iTunes Store

And since that day never stopped.

What did we do?

Booooriiinnng…

We are boring in every sense of the word!

We are, what computers looked like before Apple showed up

But we can still change…

One day, one brand will be “the Apple” of the insurance sector,

and everything will change

Thank youfor your precious time

Zerrin Ekşioğlu, Aksigorta, Asst.General Manager, Marketing and Communication

Traditional Insurance Communication and Materials Zerrin Ekşioğlu, Aksigorta, Asst.General...

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