I know… I agree… it does seem strange having the words ‘fun’ and ‘insurance’ in one headline but have you noticed nearly all the leading insurance brands are attempting it? I know that Meerkat has just popped straight into your head but it’s not the only insurance brand to be using a ‘character’ to try and instil more fun (and consequently more brand recognition of course) into the fight for your insurance quote.

We all hate getting them… whether its quotes for home, car, pet, buildings, contents (the list goes on) and all we really want is the lowest price with of course the most comprehensive cover, so is this approach working for insurance brands and how are they achieving it?

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Good old Yellow Pages. They don’t just help with the nasty things in life, like a blocked drain – they’re there to help you understand about collaborative marketing too. See, collaborative marketing is the practice of unifying lots of brands from a similar sector under one big marketing umbrella… and it’s a practice that’s really starting to take off.

Bringing companies together
Collaborative marketing, also called ‘horizontal’ or ‘fusion’ marketing, is the strategic alliance of two or more companies under a single marketing banner. In layman’s terms, it’s a case of ‘you scratch my back, I’ll scratch yours’. Read more…