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Back in the day word-of-mouth marketing was literally word of mouth… now it has taken a digital form, and insurance broker Carole Nash is leveraging the power of online interactions through a new initiative for motorists.
Based on its claims figures – which show that motorcyclists who also drive vehicles make less and cheaper claims on their car insurance – the Altrincham-based business rolled out DriveLikeABiker.com, which affords these ‘safer’ motorists discounts and features an interactive quiz that can be shared on social media using the hashtag #drivelikeabiker.
Carole Nash believes motorbike riders make better drivers, and explains why on the website – driving home the point that car users could learn a thing or two from bikers who also drive. The quiz, which revolves around road safety knowledge, can be taken by friends to see if motorcyclists indeed have an advantage.
Meanwhile, as incentive for their safe driving, bike riders are offered exclusive discounted car insurance. Carole Nash said motorcyclists will get to save as much as £89, an amount equivalent to five full tanks of fuel or a weekend pass for the MotoGP at Silverstone.
“We are always seeking new and exciting ways to engage with our customers and to improve our products and offerings, and this is an innovative way to do so in the digital age,” noted Carole Nash marketing head Rebecca Donohue, who said that the dedicated website is designed to reward bikers for their care on four-wheeled vehicles and to encourage car users to improve their road safety knowledge.
Carole Nash expects the initiative to drive organic product promotion.
