Local Gone National Getting Buy-In Across the Organization Matt MarkoMarketing Process Manager Progressive Insurancematthew_marko@progressive.com @BackyardMktg Raleigh, NC
#1 #1 #4 #1 #11 st to: sell insurance direct online Our sales: 45% 55% offer comparison rates Direct via Local offer drive-in claims service Agents offer Name Your Price insurance offer usage-based insurance Auto Policies in Force; 2011 PGR Annual Report
35,000+ agency locationsmake Progressive the mostlocal insurance carrier
We don’t own our agencies:Average agency carries 8 carrier brands
The ownership challenge: “You cant create Places listings for stores which you do not own, but which stock your products.”The data challenge: The SMB challenge:First, do no harm; What sounds easy, is hard.NAP consistency. 35% have claimed G+ listings.
Getting Buy InMANAGEMENT • How to best help agents? • How to best help Progressive? Paid search economics are unfavorable for SMBs in our categoryhttp://www.wordstream.com/articles/most-expensive-keywords
` Local organic search opportunity exists, but often competitive with deep-pocketed competition? Agents (and Progressive) largely unaware of oppty
Proof-of-concept listing management pilot demonstrated results. Google search: "car insurance [city], [state]" Pre-test 120 days Post-test 51% 29% 15% 8% % agencies with top 3 % agencies with top 7 ranking ranking
“I don’t havetime for this…I’mtoo busy runningmy business.” - 80% of SMBs, everywhere, always
DIY is a poor modelfor most SMBs This is an actual agency web site, screenshot taken Sept 2012.
…ah, much better! This is an actual agency web site, screenshot taken Sept 2012.
Solution: make things as “DIFM” as possible Listing Management Monitoring & Measuring Accuracy Citations Performance Metrics
DIFM program addresses our challenges The ownership challenge:The data challenge: “You cant create Places listings “Only business owners orFirst, do no harm; NAP for stores which you do not own, authorized representatives mayconsistency. but which stock yourlistings...” verify their business products.” The SMB challenge: What sounds easy, is hard. 35% have claimed G+ listings.
The brand power of $500 million 66% of our agencies’ G+ impressions are driven by Progressive keyword searches!http://www.marketwatch.com/story/geico-spends-nearly-1-bln-in-insurance-ad-war-2012-06-25