Here’s a question you may have never asked: Is your insurance agency cool?
You may be thinking, “Duh”.
You could be asking, “Why does it matter?”
Hate to say it, but if you’re in the second group, that’s not a promising sign. (Joking… mostly.) But let’s talk about why it does—in fact—matter.
While the idea of being cool may seem silly or frivolous at first, it’s likely something that you or others are working towards at your agency without even realizing it. And those efforts aren’t fruitless.
Coolness can be a significant factor for success in today's global markets, says the Journal of International Marketing.
“As a result, marketers around the world often strive to make their product offerings stand out by creating and selling ‘the next cool thing’,” they explain.
To put it simply: people spend their money on what they think is cool.
If you start a casual lunch conversation with your coworkers about how to make your insurance agency cool, you’re likely going to get too many ideas that are too different to work with.
(You might even be forced to listen to your coworkers’ favorite podcaster or begrudgingly learn the latest teenage lingo. No one wants that.)
That’s because coolness is subjective.
However, there are some similarities among the products, services, and companies that people label as cool. So, instead of focusing on “what is cool”, focus on “what makes something cool”.
Research performed by Journal of Marketing and published in the Web of Science indicates that cool brands are usually perceived to be at least one of ten traits.
10 Attributes of cool brands:
Further, a recent study by the Journal of International Marketing found consumers universally interpret product coolness in two ways.
A product is cool if it:
Additionally, they found personal benefits (like usefulness and innovation) to exceed social signals (like status or exclusivity) when perceiving coolness in the U.S. marketplace.
While it might be hard to determine if your agency has the coveted “it factor” or what “it” even means, you can try to cultivate the feelings that surround coolness by focusing on creating buzz, generating admiration, becoming socially validated, and showcasing the benefits of working with you.
You can use updates, events, or changes at your agency to generate excitement.
For example, you could work with a local news station to get media coverage of your latest philanthropic efforts, host an educational opportunity at your agency that’s free for the community to attend, or sponsor something that’s buzz-worthy, like a local sports team or annual nonprofit event.
At Glatfelter, we strive to create meaningful partnerships by being there for our clients and brokers and showing up for them in the moments that matter.
One way we do this is by implementing strategic customer experience best practices that could easily be modified by your agency.
Customer reviews and testimonials are one way to help give your agency “social proof” and showcase the positive experiences your clients have with your team. In fact, 95% of shoppers look for reviews before they buy anything.
The good news is, getting more reviews shouldn’t be too difficult considering 83% of people who are asked to leave a review actually do it! So, when you have a great experience with a client, have some canned content that you can send them that tells them their opinion is important and asks for a quick minute of their time to share their experience.
Another way to become socially validated is through influencer marketing. While influencers may get a bad rap from some, there’s no doubt they have their place in today’s market.
Studies show that 72% of consumers trust recommendations from influencers more than messaging that comes directly from brands or businesses.
Who makes a good influencer for your agency will differ based on your specialization and goals. To get more bang for your buck, try to find a smaller (“nano” or “micro”) influencer who speaks directly to your target audience, rather than a large (“macro” or “mega”) influencer who has a greater—but less specific—reach.
With characteristics like usefulness and innovation contributing to coolness, sometimes you simply need to toot your own horn. Use some of your key touchpoints and communication channels to showcase what you can do for your clients, what makes you different from the competition, and ways you serve as an invaluable partner.
You’re probably already doing many of these things, but applying these science-backed concepts could help your insurance agency strategically take your coolness to the next level.
Together, we can make insurance cool. (Or *hip*, *tea*, *Gucci*, *rad*, or whatever your generational preference for “cool” may be. 😉)