In this episode, we’re joined by Andrew Fujii, Director of Digital Marketing & Sales at Legal & General America. Andrew shares specific techniques for getting it right with targeted ads, experiments LGA has conducted to reach their audience in different life stages, and why it’s important not to assume you’re always right.
Guest Quote:
“Trigger marketing for life insurance is really about life events. And so whether it is an individual getting married, having their first child, buying their first home, those are all really big triggers for having life insurance or starting the process of looking for life insurance. And luckily there are some platforms out there, Google ads, for example, they actually have a life events category. And in that life events category, you can drill down and actually see this person is having a child, they're buying their first home, different things like that. And Google's building that based off of all the search intent that that user has.”
Segments:
[03:03] Alchemy Unveiled: Mixing Marketing Potions
Trigger marketing for life insurance is all about life events: Andrew gives us a deep dive into why life insurance is important at any life stage and how, contrary to popular belief, it’s relatively inexpensive for most people.
[16:42] From Nuggets to Campaign Gold
Flipping the approach on its head: Through a particular campaign, Andrew and his team were not seeing the results they wanted, so they refocused their efforts and saw the kind of success they were hoping for all along.
[20:35] Gold Rush!
Don’t assume you’re right: Actually, don’t assume anything! Sometimes, what seems like the worst product or webpage can be your greatest asset in a given moment.
Links & Resources:
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