Stephen Croome

About Stephen Croome

Four ways IGO4 is overcoming structural marketing challenges

Budget insurance has a unique set of reputation issues. It’s because of the structure of the marketplace which creates certain practices that make budget insurance brokers look like the ‘Ryanair’ of insurance.

Most budget insurance is sold through comparison sites and for anyone who has been on these sites, the prominent providers are the ones who offer the lowest price for the best cover. So brokers like Igo4 have created insurance products especially for this situation.

So when a motorist has to have insurance because it’s a legal requirement, they will often just go for the cheapest product that keeps them from being pulled up by the police.

The catch with this huge emphasis on cost, is something has to ‘give’. In the case of budget insurers  it is usually service and coverage levels.

What probability and loss aversion can teach us about reporting results

An argument for not reporting results in marketing: if you find yourself in times of crisis having to report frequently, try reporting on actions rather than numbers.

Report on the things you did rather than the traffic you achieved.

Here is my argument for not reporting results in marketing…