Celent Says

Is It Just Me? #1: Insurance Commercials

Donald Light
Insurance Experts' Forum, January 11, 2012

Is it just me, or are most commercials for property/casualty insurance on American television really dumb, pointless, and worst of all ineffective?

I’ll assume that everyone reading this post knows something about insurance products and the process of selling those products. So take your own “Is It Just Me?” test.

After you watch the next five or ten insurance commercials on the tube, ask yourself a few questions.

· What are they selling? Does this commercial actually identify an insurance product?

· Have they given me some good reasons for buying that product?

· Do they show prospective buyers and customers as intelligent and sympathetic–or as stupid and/or overweight and/or ridiculous?

· And if the latter, why should I want to do business with a company that has such a low opinion of its customers?


There are exceptions of course. Some commercials are both entertaining and informative (think GECIO and AFLAC). But all too many, apparently have two goals:

· Demonstrating how clever (or worse edgy) the people who made the commercial are

· Making insurance as obscure and offensive as possible

Is it just me?


This blog has been reprinted with permission from Celent.

Donald Light is a senior analyst in Celent's insurance practice, and can be reached at dlight@celent.com.

Readers are encouraged to respond to Donald using the “Add Your Comments” box below.

The opinions posted in this blog do not necessarily reflect those of Insurance Networking News or SourceMedia.

Comments (0)

Be the first to comment on this post using the section below.

Add Your Comments...

Already Registered?

If you have already registered to Insurance Networking News, please use the form below to login. When completed you will immeditely be directed to post a comment.

Forgot your password?

Not Registered?

You must be registered to post a comment. Click here to register.

Blog Archive

For Halloween: The Tricks to Get Innovation Treats

There are specific actions that can help prepare a corporate environment for magic.

Is the Long March to IFRS Convergence Over?

Once a given, the adoption of a single set of accounting standards for the insurance industry is on hold.

So You Plan to Buy a Core System … Now What?

There are many questions for carriers to consider even before the implementation process begins.

What It Takes to Have a Tech-Savvy Workplace

The tools and technologies to build the next workplace are available, but not common yet in corporate settings.

Avoiding the Bermuda Triangle of Data

Handled poorly, questions around data ownership, data quality and data security can sidetrack big data conversations and alienate business stakeholders.

A Prototype of the Successful Innovation Leader

Celent research reveals the prototype for the successful senior innovation leader.