Driving New Positioning for an Auto Insurance Provider
Challenge
A national car insurance provider needed to update their positioning and refresh their brand image, in an effort to grow their customer base.
With well-established players already in the market, finding an “ownable” point of differentiation and delivering a compelling message was key.
Our client turned to us to:
- Identify whitespace in the market
- Narrow messaging options and reasons to believe (RTBs)
- Determine activation of prospects and retention of current customers
- Quantify volumetric impact on business
- Optimize final brand story
Approach
M/A/R/C® recommended a through, three-phased approach to meet all the client’s needs:
- Identify whitespace and pinpoint promising messaging elements and RTBs using Implicit Screening (IAT)
- Assess messaging options’ ability to activate with Concept Testing
- Quantify business impact and refine positioning with ASSESSOR® Concept Test + Choice-Based Conjoint
Outcome
- Leveraging implicit metrics revealed message points and RTBs that instantly connected with consumers, creating competitive advantage.
- Next, rapid concept testing identified the most promising broad message platforms to carry forward.
- ASSESSOR® forecasting coupled with Choice-Based Conjoint modeling sized the opportunity and identified the winning optimized messaging platform.
- The new brand positioning, tagline, and advertising achieved the compelling differentiation and increase in customers our client was looking for.