In a Disliked Industry, Be the Brand Consumers Love

October 3, 2016
October 3, 2016 Full Contact

Let’s face it, there are just some industries out there that we all dread dealing with.

When was the last time you found yourself racing to the local dealership because you were so excited to interact with a car salesman? Most likely never, as 87% of consumers reported a dislike for car dealerships. Consumers dread having to spend hours of their weekend with salesmen who may or may not be trying to sell them into a “deal.”

Or how about the last time you needed to call your cable or internet service provider; did you run to the phone? Probably not if you feel the same as the 53% of cable customers who said they would leave their provider if they thought they could. Having so few options and being locked into a multi-year agreement that only ensures the lowest rates for the first year leaves consumers feeling frustrated and taken advantage of.

What about the last time you dealt with an airline? As they have cut costs to increase profits, the size of seats has decreased while the fees continue to increase. It seems that to fly now there is always a question of what will be restricted and what will incur a fee.

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Whether it be airlines, cable providers, car dealerships, or some other dreaded industry, brands in these categories often start out at a disadvantage solely due to the industry they are a part of. While this could be seen as a drawback, we see this as an opportunity for brands to set themselves apart from the rest and really connect with consumers in a completely unexpected way.

The insurance category is yet another one with a bad rap. When we started working with Arbella, we knew that we were going to have a lot of industry perceptions to overcome. As we started to learn about the brand and the company that was behind the organization, we quickly saw how Arbella was uniquely positioned to leverage their deep New England roots and make a real, authentic connection with the people that live and drive here every day.

The people from Arbella faced the same snow days, hurricanes, and natural disasters so unique to New Englanders. They also knew that no one in New England connects with superficial “wicked good savings” messaging. So, we fought the big players by driving home the key thing that is both important to their target and unique to Arbella’s brand story: the knowledge and superior service that can only come from being a trusted, local insurance company.

By really listening to your customers, recognizing concerns, and understanding behaviors as they all relate to your organization, you can not only change perceptions of your brand within a category but also make connections, steal share and build loyalty. And isn’t that what we all are looking to do?

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