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
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
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.