DTRIC Insurance ‒ Search Optimization
DTRIC Insurance offers auto insurance to drivers in Hawaii. Since all auto insurers are fighting a price war, we needed a creative way to present DTRIC’s great pricing and local appeal.
We accomplished this through a multiple-channel acquisition campaign comprised of direct mail, email and Google Adwords. First we created an acquisition direct mail campaign, and then integrated our messaging into search marketing. A Google Adwords campaign was launched to corral Hawaii auto quotes searches over to DTRIC. As a result, this campaign gained traction quickly, and is humming along at an acceptable CPC.
For the acquisition direct mail campaign, we gave the outer envelope a distinctive look. We played off their popular “Deetric Dude” icon – which is widely recognized in Hawaii through extensive branding and PR campaigns. Then we gave the outer envelope an involvement element through a special peel-away section. This allows the reader to peek at what their potential savings could be. The letter copy opens, “Nobody knows Hawaii like DTRIC, your kamaaina auto insurance company,” and offers a chance to win $1,000 for requesting a FastQuote.
We never want an inquirer to sit idle
So we created a three-touch email campaign for recent inquirers, offering a free movie ticket for requesting a FastQuote.
And in keeping with the DTRIC tradition of pouring on customer love, we created a fun retention package with a summary of their deductible wipe-out and included a very nice keychain flashlight as a thank you and keepsake. As a result, lots of customers called and wrote in their thanks for the gift. Next we’re working on a retention campaign with holiday labels and gift tags. The Deetric Dude is depicted in various comic holiday activities for extra fun and support of their brand.
What’s next? DTRIC keeps us busy thinking about more ways to communicate savings on auto insurance – and even more fun – finding goodies to give to their loyal customers.