I like to think Iâ??m a fair guy, so hereâ??s a positive post about Belair Directâ??s marketing for their car insurance to make up for my negative post about their billboard back in April.
Recently, a nicely printed red file folder fell out of our newspaper. I knew the advertiser was Belair right away, because the look and feel of the folder was the same as everything else Iâ??ve seen from them lately.
Though not in the market for car insurance, I still read through this simple, tight brochure because the argument for getting a quote from them was short, simple and well stated. What stood out, though, was point three of three. Word for word:
YOU COMPARE. YOU DECIDE.
At belairdirect, we believe that itâ??s important that you get objective information so you can choose the car insurance thatâ??s best for you. Sometimes weâ??ll have the best offerâ?¦ sometimes we wonâ??t.
“Sometimes we won’t.”
Sometimes it’s the things you don’t promise that are the most powerful.
In this case, theyâ??re selling me on getting a quote â?? but theyâ??re not selling hard. Itâ??s just a simple, honest, easy-to-swallow message. And a promise that theyâ??ll be honest with me. Nothing more, nothing less.
When it comes down to it, isnâ??t that all we ever ask for?
I think Iâ??ll give â??em a call.
December 24th, 2007 at 2:14 pm
Marky, aren’t you falling victim to an old trick of the (marketing) trade? Sell ‘em something without them knowing it? Their ’soft sell’ worked like a charm on you and got you to pick up the phone and make a call - now they have you where they want you - of course their rates are not always going to be the best for every consumer, but they are going to try to explain to you why, for a few extra bucks, their policy is actually the right one for you. Hard sell time.
And this campaign for insurance is not new - see Progressive.com for a similar approach - perhaps they do not advertise in Canada - Cork
June 3rd, 2008 at 1:10 pm
Cork: Is it a “trick” if it’s true?
If belairdirect is providing access to a legitimate 3rd-party comparative rating tool, then it seems to me they are helping consumers to make more informed decisions.
Granted, they probably remind the user that nobody else has a “Crash-Proof Policy” etc., but then again, isn’t that something you need to know when you compare Insurance rates?
June 3rd, 2008 at 1:28 pm
I’m with you on this one, Carl. And that’s backed up by the actual experience of calling. When I did speak to an agent, quoted me honestly and fair and when they ended coming in higher, there was no pressure, no hard sell. It was pretty much, “wow, that’s a great deal â?? grab it”. (Paraphrasing, here.)
(Carl â?? how you doing, man? Nice to see you here!)