Webster Benefit Consultants Breaks New Ground in Canadian Insurance Industry

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Ontario Insurance Brokers Use Social Media to Launch an Innovative Marketing Campaign.

From day one, it was clear that Webster Benefit Consultants weren't afraid to try something new.

In the Canadian insurance industry, innovative marketing on the part of insurance brokers usually involves bringing a box of fresh cupcakes to their clients’ offices; although they love cupcakes, Burlington-based Webster Benefit Consultants knows that to truly stand out from the clutter of sales pitches, new marketing channels must be used. For this reason, the firm has become one of the first Canadian insurance brokerages to execute a marketing campaign entirely through social media.

Andrew Webster, partner at WBC and the one who spearheaded the initiative, explained that his goal was to build the brand amongst his network of contacts. “We wanted a campaign that, first and foremost, targeted the people already connected to us, but would then disseminate throughout each of their individual networks. It was clear to us that social media was the ideal vehicle to reach everyone in those social circles.”

WBC hired social media advertising agency Aaron Edge to create the campaign. “The insurance sales pitch has become saturated in traditional media,” says Randy Newman, Creative Director at Aaron Edge. “Very few Canadian insurance brokerages have attempted to break into today’s popular social networks. From day one, it was clear that Webster Benefit Consultants weren’t afraid to try something new.”

The campaign uses a variety of tactics on Facebook, YouTube, LinkedIn, Pinterest, Tumblr, Vimeo and Twitter, and launches early next week. For more information, please email info(at)websterbenefit(dot)com or call 1-877-255-5518.

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Randy Newman

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