Let’s face it: insurance isn’t sexy. It’s a service you hope you never need to use, and the policies themselves are filled with dry, technical language. So, how can marketers make this critical product come alive in a way consumers will better understand the value of the coverage and appreciate the nuances of the brand? That’s where storytelling comes in.
The Power of a Good Story
Insurance is a less tangible service than even financial planning or tax preparation. So personalizing insurance – telling the stories of the people who are covered – brings a seemingly dry service to life. Storytelling helps people see themselves relating to a product, service or place.
Texas Mutual’s On the Job Campaign
Real people connect with real people. And generating those connections is at the heart of Texas Mutual Insurance Company’s On the Job campaign. Wick Marketing has been partnering with Texas Mutual since 1999, and among the goals of this particular campaign was creating stronger emotional connections with the brand.
Stories help us to learn, process and understand situations we might not experience first-hand. Telling the stories of real people working real jobs, all while staying safe, allowed people to connect with Texas Mutual in a meaningful way – all while showcasing the diverse industries that Texas Mutual covers, from restaurants and construction, to ballet dancers and rodeo shows.
The campaign was designed to leverage the powerful storytelling opportunities of video. By focusing on workers who were returning home to their families safe and healthy, we were able to showcase their ‘why’ for staying safe. They might work safe for their family, for their career or to take care of their teams. Each story, and the campaign as a whole, sent a positive message about Texas Mutual and the benefits of having a workers’ comp carrier that cares about people.
Storytelling, personalized by putting people at the heart of the story, can help to capture attention and create meaningful connections. Weaving an effective story can help an insurance brand – or any brand – to connect with its target audience in a way that’s far more impactful than “buy our product.”
Ready to tell your story? We’ll help you find the messaging that resonates with your audience. Reach out to Barbara at barbara@wickmarketing.com or (512) 479-9834.
