Welcome back to another episode of This Week in Marketing! In the 2/4 episode, I proudly welcome Greg Esterhai – CEO and Co-Founder of Eventsured – and Katie Gorman, Eventsured’s Marketing Director!
Eventsured is a special event insurance company providing peace of mind for events ranging from tradeshows to weddings!
A big highlight of this show comes from the notion that insurance – as a whole – is an industry that is largely fueled by fear. We get Greg and Katie’s expert take on how they break the norms of insurance marketing by educating – not mongering fear.
We kick off the show by getting the rundown on special event insurance, what it is, and why it’s so important these days. Greg provides some good information on how Eventsured positions themselves in the market, and how the process works.
Spoiler: The key to winning in the insurance industry is making the process as quick and easy as possible for clients.
Segment two gets into how special event insurance applies to different scenarios. We then switch gears into the marketing aspect and how Eventsured takes strides to educate clients on solutions, rather than just painting “slippery slope” situations – a hallmark of many insurance companies’ marketing plans.
In the third segment, we dive a bit deeper into the actual process of setting up special event insurance. I provide a hypothetical scenario of running a business event – similar to The Art of Marketing – and get Katie’s insight on how they would use their marketing to educate me on getting the ball rolling.
We close the show by getting Greg and Katie’s take on how the special event insurance industry has evolved over the years and what it might look like in the future. As you could probably guess, the biggest change is how everything has gone digital. One of the major byproducts of this is the need to make things simple and painless for consumers.
We finish the discussion by talking about trust. When it comes down to it, insurance companies are all about trust – and inciting fear into their marketing is not always the best way to establish this. Greg and Katie tell us how Eventsured uses marketing to build trust from the second a user interacts with them online.
Tons of good insight in this episode – you don’t want to miss it!