In the earlier article, we got to know about the SWOT analysis of Travelers. This time around, let us dive into the detailed marketing strategy of Travelers.
The sixth-largest provider of commercial property-casualty insurance in the United States – Travelers is an insurance firm that is concerned with its customers’ needs for the protection of their belongings, such as their homes, automobile, and business. This industry has been present for about 165 years.
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Before we dive into the waves of the marketing strategy of Travelers, let us know more about it.
About Travelers – Company overview
The tenth-largest auto insurer – Travellers is the market leader and serves the people in the US with insurance products that are low in rates but with superior benefits. The main mission is the satisfaction of their customers. Along with this, it also wants to benefit society at large which includes providing equal employment opportunities.
Its headquarters are located in New York City and have earned a reputation as one of the best property casualty insurers in the industry. Their agents are brokers that are spread in the United States, Canada, the United Kingdom and Ireland. Travellers started in 1853 by only dealing with casualty insurance but now it has vast insurance offerings and extended services to all-terrain homes, cars, renters, boats, travel, motorcycle, pet and many more.
|CEO||Alan D. Schnitzer|
|Area Served||Varanasi, Allahabad, Azamgarh, Gorakhpur, Deoria, Basti, Faizabad, Baharaich, Sonbhadra, Ballia, eater regions of u.p., etc.|
|Industry||Travel Insurance & Financial Services|
|Market Share/ Revenue||US$31.581 Billion|
|Vision||To be an insurance leader, committed to keeping pace with the ever-changing needs of our customers|
Marketing Strategy of Travelers
The company has done immense marketing plans of not only going with an emotional connection but with also cool collaborations and telling through comics.
Segmentation, Targeting, and Positioning
The target audience is from the age 25-50 group people, they have targeted adults who do jobs in such a risky field and the homemakers who can take benefit from the services provided. they have pointed out that people who do risky work like truck drivers, builders, and electricians etc lives are can be anytime dangerous and assured to have insurance
Getting into an actual incident realises the importance of the insurance by the owner. Not only giving in one field, but it also went into many things like personal. food, health, risk management, claim services etc.
Travelers made its position as the sixth largest insurance company which is famous worldwide, they have been in this position for the past 165 years with their great services reaching internationally. It all started with a real incident and the thought of getting insurance to claim the expenses.
Snowball was one of Travelers’ most successful adverts when it was published in 2006. The commercial depicts a man strolling down a hill before collapsing and rolling down the slope, collecting everything along his route including people, automobiles, and things. “When your insurance is in tune, you can roll with anything,” a voiceover says as the “snowball” ultimately collapses, leaving the members dishevelled and puzzled. Travelers”. Customers will trust and believe that Travelers can handle life’s basic problems with ease as a result of this campaign.
Another great initiative was taken by the Travelers by realising the comic series via social media to illustrate the dangers of driving. Travelers Insurance sought to raise awareness about the dangers of texting, updating social media, shopping, and other things while driving. It used its “Unfinished Stories” series, in collaboration with Peppercomm and TBWAChiatDay New York, to portray the unfinished story of Zaadii Tso, a three-year-old kid whose life was senselessly cut short by a negligent driver, through a comic book depicting Zaadii as superhero Z-Hawk. They release this series frequently with a vast public interest it’s a very unique idea to get back comics for spreading awareness
“The Unfinished stories”, one more deep and emotional campaign they are doing is making a touch heart video on the persons who got into an accident and closed their lives, they contacted their family members and asked how they miss them and how the incident happened this is not, the main suspense is they converted the story not into an emotional but also a happy end by showing if the person was alive how the life would be with their loved ones in an animation way which touched the hearts and note that your life is precious not to you but also your loved ones so keep it save with having insurance, this ad campaign got very viral in youtube, and they are producing one and one real stories.
Social Media Marketing
Travelers can be discovered on social platforms like Facebook, Instagram, Twitter, and Youtube, the followers on Facebook are 113,422, on Instagram 13.3k, and on Linkedin 334959 followers. Travelers have more of its presence of followers on their Facebook and Linkedin handles. As it is an insurance company, giving focus to adults who are in risky job fields, they are right in marketing the target audience, as most of the employees and adults are available on Linkedin and Facebook. The posts they are engaging the audience are safety precautions, informative, educational, awareness and warning content.
As per SEO ranking, it is said that the number of keywords – below 500 is bad, above 1000 is good, and 10,000+ is amazing. In this picture we get to know about the https://www.travelers.com/ organic keywords is 3,82,645 which is way far above amazing. This indicates that they are very pro in the game of digital marketing and also their traffic is 2676685 which is also fabulous. Thus Travelers are going in a very curative SEO strategy and have a head over it.
Next on the list of the Marketing strategy of Travelers is influencer marketing. Travelers have collaborated with many brands, their chairmen, reality shows like What the truck, and people who lost their near ones. They have also launched Bring in the younger generations. Travelers are expanding their use of influencers to reach new audiences, including comic book artists, musicians, lifestyle influencers, and more. It has also begun to deploy an organic and paid influencer strategy to attract the attention of younger audiences in the last 12 months or so.
Getting into the Ecommerce strategies, Travelers has its own website in which what services they offer are mentioned and can be purchased directly by getting in contact with them, as it is an insurance company it sells its service on its own.
Travelers have their own mobile app available in the play store to download. The motto behind the app is that it publishes daily news and content for the travel ambassador, they come to make their account and connect with other Travelers. Travelers can share new content with their social networks. The app’s name is “YOUR TRAVELERS” and it has already reached 1k+ downloads and is rated as 3+, with good reviews. The app is available on all devices and assure the data is safe.
Content Marketing Strategies
Travelers are very active on social platforms. The topics they cover are very real like customers’ stories, real incidents, problems, risks, education about safety, precaution, the importance of education, and even celebrating all events like women’s day, environment day, tips, and different types of insurance. They also release various sections of videos on youtube like Community, home safety, and commercials, which focus on awareness.
This ends with an elaborative marketing strategy of Travelers. Let us conclude our learning below from the marketing strategy of Travelers.
Conclusion – What’s Unique in Travelers Marketing?
In the above commentary, we saw smooth and wide marketing strategies that Travelers are using and gaining more and more public. They have successfully reached out internationally, and the vast service provided by them is incredible.
The tools and tricks that it has used in digital marketing is a way different and creative, it tries to surround from all around to the consumer, and it has reached out to people emotionally and also educationally.
Digital marketing is crucial since it links a company with its clients when they are online and is effective across all sectors. It links businesses with ideal consumers through SEO and PPC on Google, social media marketing, and email marketing. If you would like to learn more and develop skills, check out IIDE’s 4-Month Digital Marketing Course to learn more.
Alternatively, you can enrol in one of our free online masterclasses led by IIDE’s CEO, Karan Shah, to gain insight into the field of digital marketing.
We hope this blog on the marketing strategy of Travelers has given you a good insight into the company’s marketing strategies.
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