For the average person, thinking about buying insurance conjures up images of hours spent in a drab office or spent on the phone answering a million tedious questions—the role of emotions in marketing work against you when you take control out of your customers' hands.
Let’s face it: the average person considers buying insurance a begrudged purchase—or a necessary evil, really. At aha insurance we knew that changes in the global marketplace meant that the traditional, time-consuming ways of buying car and home insurance policies had already become outdated.
The old way of doing this just didn't serve the customer properly, but our way has put the customer in control—and it's paid off. That's just proof of the role of emotions in marketing, because control feels great.
Senses and Sensibilities
How could we help to make obtaining insurance a process that would work with the demands of modern, digital life? The answer was simple. We made it a process that was fully automated, accessible 24 hours a day, and could be done in the comfort of your own home—or anywhere for that matter.
Knowing what the modern sensibility was like for an average family helped us to understand that people really wanted more control in their experiences, especially while purchasing insurance. Most of us want control over the process, control over timing, and control over the interface of accessing the products and services we provide.
The Role of Emotions in Marketing (But Don't Forget Imagery)
We know that for the overwhelming majority of life is a mix of hurried tasks. Children, school and job commitments tend to eat up the times of the week that were traditionally reserved for business appointments. Weekends are now filled with all of the chores and activities that didn't—or couldn't—get done during the week, including grocery shopping, laundry and visiting family and friends.
We want our customers to see themselves represented in our marketing and to identify with us when they hear and see the slogan ‘Control Feels Great.’ We provide our customers with the control to make their own choices and pick the options to tailor their insurance needs into an almost bespoke experience.
The role of emotions in marketing works to everyone's advantage when you put control in the hands of the person paying for the policy.
The emotional appeal that our irreverent and humorous digital ads express cater to what we know to be true: life in Ontario can be busy and hectic—but when we get that “aha” feeling it can feel so good that you just might want to dance in the streets.
We’ve consciously invited the customer to take control and get home and car insurance when they want, how they want, and even in their pajamas if that’s their cup of tea!
By paying attention to and marketing to people’s senses and sensibilities, at aha insurance we’ve positioned ourselves as pioneers in the online insurance industry in Ontario. Just imagine how applying these principles of marketing to your client’s senses and sensibilities can impact their user experience and put your brand at the top of your industry.