It’s an accepted industry statistic that more than 75% of all insurance consumers begin their search for insurance on-line.
Ft Lauderdale FL (PRWEB) January 25, 2012
It is no exaggeration to say that most major sporting events are underwritten by insurance companies. Top of Mind Awareness or TOMA is serious and expensive business within the industry, and for good reason. It is not unusual for an insurance carrier to have an annual advertising budget in excess of 750 million dollars, most of which is ear marked for TOMA ads. Unfortunately there is a big disconnect between a company’s marketing efforts and what consumers actual do when it’s time to shop for insurance.
It’s an accepted industry statistic that more than 75% of all insurance consumers begin their search for insurance on-line. It’s also a fact that people will, more often than not, comparison shop whenever they are in need of purchasing insurance. Comparison shopping has proven to be even more common in these hard economic times.
Here is the Big Disconnect:
Since the majority of all insurance products, i.e. home, car, life, health and business are produced by the captive and independent agency distribution channels, the current portfolio of on-line multi-rating and lead generation consumer portals fail to effectively leverage an insurance company’s TOMA ad dollars. They also violate the two basic rules of insurance marketing 101, which are:
1. Give consumers exactly what they want.
2. Do it at the lowest over head to the agent and insurance company.
The Underlying Cause of the Big TOMA Disconnect:
The majority of on-line nationwide consumer portals are owned and controlled by leads vendors. By and of itself that isn’t bad, it’s how they typically function is the problem. Since most leads vendors will sell a lead to multiple agents at an average rate of $15 to $30 a lead, this creates a race to the unknowing consumer by the agents to sell the account. Understandably this results in the consumer being “hounded” by uninvited sales calls, sometimes for weeks, from agents representing their respective companies. As a result consumers end up feeling harassed and out of control of the on-line shopping experience. The whole process is also a total waste of time and money for the agents. The end result is a bad experience for the consumer and missed sales opportunities to the agent and their respective carriers. In summary the insurance company’s TOMA ad dollars end up being less effective at the most critical time in the sales process.
The Solution to the Big TOMA Disconnect:
The solution is simple; follow the two basic rules of insurance marketing 101. The question is how? Here’s what we suggest:
Rule 1: Give consumers exactly what they want.
So what does the on-line shopper want when comparative shopping for insurance? In a word, control. They simply want to choose who they send their quote information to. They don’t want to have to submit the information more than once, and they don’t want to get hounded by uninvited sales calls. Consumers understand that they will need to have some kind of conversation with each of their selected agents before a policy can be accurately quoted and issued. In fact the agent’s follow up calls are expected and welcomed. It just boils down to the ability for consumers to control the process.
Rule 2: Do it at the lowest over head to the agent and insurance company.
There has to be a more cost effective way to leverage TOMA ad dollars and competing on line for business other than using conventional leads vendors and traditional ad word campaigns. Now there is.
Introducing MyTownInsurance.com by IAIMS Inc.…………The Cure to the Big TOMA Disconnect:
On January 23rd on-line shopping for insurance became a more pleasant and empowering experience for consumers with MyTownInsurance.com. By submitting their single quote request to their choice of local agents and the companies they represent, insurance shoppers can say good-bye to uninvited sales calls and hello to accurate quote comparisons from the agents and companies they specifically selected! Best of all consumers can use MyTownInsurance.com to comparison shop locally for all types of insurance, i.e. home, car, life, health, even business insurance. This gives consumers total control of the on-line shopping experience, all while saving them time and money. This service is free to the consumer and agents alike. By providing free insurance leads to agents, MyTownInsurance.com assures that the consumer has plenty of choices when securing local quote comparisons.
To claim a free agent listing go to http://www.MyTownInsurance.com.
MyTownInsurance.com…..Because Local is Better