Proprietary and Company ConfidentialNovember 5, 2009A.M. Bests IMAS THE MARKETING OF ESURANCE AM BEST COMPANYS 2009 INSURANCE MARKETING & ADVERTISING SUMMIT
November 5, 2009Proprietary and Company ConfidentialA.M. Bests IMAS 2 Agency Operations Los Angeles ,000 $350 Million Affinity/Partnership Auto, Property, Motorcycle ESURANCE FAST FACTS Headquarters: States Covered: Associates: Policies-in-Force: Written Premium (2008): Distribution Model: Products: Insurance Operations San Francisco 30 1, ,000 $823 Million Direct to consumer Auto Insurance Note: Agency Operations include Answer Financial, Inc and the Esurance Property and Motorcycle Insurance programs
November 5, 2009Proprietary and Company ConfidentialA.M. Bests IMAS 3 ESURANCE SHOPPING SHARE How did Esurance become the 5th most shopped auto insurance brand in 10 years? Source: JD Power 2009 Auto Insurance Shopping Study; Dowling Securities
November 5, 2009Proprietary and Company ConfidentialA.M. Bests IMAS 4 PRE-ERIN YEARS: Pure direct marketing with little brand awareness Paid Search Portals Affiliates/Lead Gen
November 5, 2009Proprietary and Company ConfidentialA.M. Bests IMAS 5 Creative concept that would have impact Must appeal to consumers inclined toward Esurance already – Young, Urban, Single Males (classic internet early-adopters) Must stand-out from the pack Must be efficient to produce Must drive immediate response Erin Esurance Animation addressed many of those requirements Lower cost Stands out Appeals to target Erin was developed to personify our brand to this target High entertainment value Visually impactful (pink hair) TAKING AN ONLINE BRAND OFFLINE
November 5, 2009Proprietary and Company ConfidentialA.M. Bests IMAS 6 ERIN IS BORN
November 5, 2009Proprietary and Company ConfidentialA.M. Bests IMAS 7 ERIN GOES NATIONAL
November 5, 2009Proprietary and Company ConfidentialA.M. Bests IMAS 8 WHY DID THIS CAMPAIGN WORK SO WELL?
November 5, 2009Proprietary and Company ConfidentialA.M. Bests IMAS 9 THE RISE OF THE COMPETITION Total Spend by Top 15 Insurance Advertisers ($ billions) Source: Dowling Securities
November 5, 2009Proprietary and Company ConfidentialA.M. Bests IMAS 10 THE FALL OF THE SHOPPING MARKET US Auto Insurance Shopping Market Source: JD Power 2009 Auto Insurance Shopping Study
November 5, 2009Proprietary and Company ConfidentialA.M. Bests IMAS 11 THE NEXT STAGE – THE WAR OF THE BRANDS Auto Makers 2Auto Dealers 3Wireless 4Movies 5Prescription Drugs 6Fast Food 7Consumer Banking 8Credit Cards 9Invest. Prod/Services 10Furniture Stores 11Hotels/Resorts 12Clothing Stores 13Home Improvement Stores 14Auto Insurance Auto Makers 2Auto Dealers 3Wireless 4Prescription Drugs 5Movies 6Fast Food 7Invest. Prod/Services 8Consumer Banking 9Credit Cards 10Hotels/Resorts 11Furniture Stores 12Auto Insurance Auto Makers 2Wireless 3Auto Dealers 4Prescription Drugs 5Movies 6Fast Food 7Invest. Prod/Services 8Consumer Banking 9Auto Insurance Auto Makers 2Wireless 3Movies 4Fast Food 5Prescription Drugs 6Auto Dealers 7Investment Products 8Auto Insurance Top Advertising Categories – United States Source: TNS Media Intelligence
November 5, 2009Proprietary and Company ConfidentialA.M. Bests IMAS 12 THE INTERNET IS THE MAJOR BATTLEGROUND Source: JD Power 2009 Auto Insurance Shopping Study; Esurance proprietary research
November 5, 2009Proprietary and Company ConfidentialA.M. Bests IMAS 13 THE YOUTUBE EFFECT
November 5, 2009Proprietary and Company ConfidentialA.M. Bests IMAS 14 FACEBOOK – ENGAGED CONSUMERS
November 5, 2009Proprietary and Company ConfidentialA.M. Bests IMAS 15 TWITTER – ENGAGED CONSUMERS
November 5, 2009Proprietary and Company ConfidentialA.M. Bests IMAS 16 TWITTER – THE POSITIVE
November 5, 2009Proprietary and Company ConfidentialA.M. Bests IMAS 17 TWITTER – THE NEGATIVE
November 5, 2009Proprietary and Company ConfidentialA.M. Bests IMAS 18 TWITTER – THE NEGATIVE BECOMES POSITIVE Received an detailing issue Forwarded customers to Customer Service We resolved issue and stayed in contact customer Received a Thank you in response
November 5, 2009Proprietary and Company ConfidentialA.M. Bests IMAS 19 TWITTER – THE POSITIVE
Proprietary and Company ConfidentialNovember 5, 2009A.M. Bests IMAS John Swigart, Chief Marketing Officer THANK YOU