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
Bank
Call Centers
Employees
Buildings/Offices
Brand Identity Materials
E-Mails
Newsletters
Receptionist/Voice
Stores
Packaging
Brochures
Ads
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
Do you really want to be presented in these conditions?
Agents
Touchpoints
Do you really want to be presented in these conditions?
Agents
Touchpoints
Do you really want to be presented in these conditions?
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
Call Centers & Internet
Hey, we want to buy!
Touchpoints
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
Around 30 years ago…
A quick look in history
Apple Computer’s Legendary
Commercial in 1984
Around 30 years ago…
A quick look in history
Apple redefined everything related to
computers
Products…
Around 30 years ago…
A quick look in historyApple redefined
everything related to computers
Services…
Over 10,000,000,000Songs sold from iTunes Store
Around 30 years ago…
A quick look in history
And since that day never stopped.
Around 30 years ago…
A quick look in history
What did we do?
Around 30 years ago…
A quick look in history
What did we do?
Around 30 years ago…
A quick look in history
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