Foremost’s Insurance’s Jeff Bair talks about Digital marketing
Foremost Insurance, founded in 1952, has evolved from its agents selling coverage face-to-face in lots packed with RVs and mobile homes to an independent agent network of 161,000 fueled by social media platforms. Jeff Bair, head of independent agent marketing and national accounts-independent agent distribution for Foremost Insurance, discussed this evolution during an Insurance Marketing & Communications Association webinar with AM Best TV. What are the biggest challenges for insurance marketing? “One of the challenges we face in insurance marketing is probably consistent with what a lot of marketers face. That’s breaking through the clutter of existing communications. One of the concepts we use is C cubed. (With) each element, each C is symbiotic. They add to the strength of each other one when you’re deploying all three together. It would be for your marketing to be clear, concise and creative. The second challenge of the two is tied to the first one. That’s creating content th...