The campaign takes a connected approach to digital marketing that combines paid search, natural search, display advertising and social media research. The launch campaign for Coverzones aims to boost brand awareness through enhanced search rankings and traffic from key business targets – small and medium-sized businesses - to the site.
Coverzones specialises in providing business insurance for small and medium sized companies (SME’s) offering them a simple marketplace solution for access to the widest range of insurance products. Coverzones is working in partnership with major business insurance companies, including Allianz, Hiscox and AIG to provide cover for over 700 types of businesses, with more to follow this year as Coverzones expands its services.
Using its NetworkSense suite of tools, along with qualitative research, iCrossing was able to identify Coverzones’ target online audience and reveal key topics of conversation. Coupled with linguistic research, this user insight will inform the natural and paid search elements of the campaign. The research will also identify the most relevant networks for a successful display campaign. With this “fully connected” strategy, Coverzones will maximise the success of their campaign as highly targeted traffic is driven to their site. This research-led approach to reaching Coverzone’s market makes them an attractive proposition, opening the door to the business insurance market.
Coverzones provides SME’s with an online facility to rapidly search the market, compare business insurance and then make their purchase, all without leaving the site. The company has significantly enhanced the purchase process by simplifying the question that insurers ask to calculate premiums. Users can get an unlimited number of free online quotations, which they can save and manage in their own complimentary MyCoverzones account, alongside any insurance purchases they have made.
Steve Sherlock, chief marketing officer at Coverzones comments: “Coverzones is a new brand with unique features which, for the first time, offers a comprehensive and simple online insurance service for SMEs. We needed a digital partner that not only understands our market, but can deliver real results. iCrossing has an unrivalled reputation for extending the boundaries of search campaigns, and with their expertise and innovation, we feel confident that our integrated marketing strategy will establish Coverzones as the leading online provider of insurance solutions for SMEs in the UK.”
Mel Alcock, chief client officer of iCrossing in the UK comments: “Coverzones is an exciting challenger brand that offers its target business customers an intelligent way of buying and managing their insurance portfolios. To guarantee that we are delivering on the core objectives, we have blended our expertise in natural and paid search with our extensive knowledge of how consumers relate to brands online to develop a winning campaign for Coverzones that will deliver consistent and long-term results.”
Coverzones is the latest in a series of engagements by iCrossing serving the financial services sector. Earlier this year, iCrossing launched a redesigned Website for Combinedinsurance.com, which was built “from the ground up” for search engine visibility and user experience.
iCrossing, formerly known as Spannerworks in the UK, is a global digital marketing company that combines talent and technology to help world-class brands find and connect with their customers. The company blends best-in-class marketing services - including paid and natural search marketing, social media, content and media, display advertising, user experience, web development and analytics and insight - to create integrated digital marketing programs that engage consumers and drive ROI. iCrossing clients include world-class brands such as The Coca Cola company, HBOS, TUI and Virgin. Headquartered in Scottsdale, Arizona, the company has 620 employees in 15 offices in the US and Europe, including 110 employees in the UK.
Coverzones is a start to finish proposition, catering to the specific business insurance needs of UK SME’s. Launched in June 2008 and with over 700 trades covered, Coverzones already has the support of the UK’s leading insurance providers including Allianz, AIG and WR Berkeley. An FSA regulated company, Coverzones provides small businesses with a free online comparison service. Users simply fill in one form online, detailing their specific requirements and the Coverzones service does the rest; displaying up to 6 competitive quotes with each new enquiry. At just one click of button, customers can click and buy the policy which best suits their specific business. A free MyCoverzones account is also available, so there is no need to re-key information year in year out. The convenience of a MyCoverzones account allows users to store all their small business information in one place, saving both time and money. Full quotation and policy documents delivered can all be saved and downloaded using the Coverzones electronic end to end solution.