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

Don’t Wrap Your Organization Too Tight With Metrics

Metrics provide a picture of how business is going, and systems are performing. But do they provide the right picture?

Insurance: The Original Shared Economy

Insurers should look to revisit the roots of the insurance process.

The Seven Flavors of Virtualization

There is no one single form of virtualization rather, different parts of the IT infrastructure require different approaches.

Can New Technology Turn Older Cars into Safer Cars?

Unless you have the means and motivation to buy a new car every year, your newest car is quickly about to become an older car.

What if Someone Kickstarted an Insurance Company

Our industry is evolving and implementing new innovations, particularly focusing on the customer experience, including the web and mobile.

The Transformative CIO

Today's technology leaders are expanding well beyond their traditional role.