Increase in Share of Voice
Coverage in Tier 1 Press
Positive pondered how to take a US scale-up into the European market – the global home of insurance – and have it make an impact immediately. The answer lay in providing the counselling needed to position EIS as a safer bet for the established insurance players, as opposed to insurtech challengers, who are making a lot of noise, raising large amounts and attracting rapid press attention.
While very successful in migrating systems for larger insurers in the US, EIS entered EMEA at a turbulent time for insurers, with issues such as Brexit, data privacy and decades-old pricing structures clouding the industry’s vision.
As the company had previously focused on the US market, there were comparatively fewer local customers. This blocked off an obvious avenue of using customer reference stories in the tightly focused insurance media.
Positive opted for a heavily ‘trendjacking’ approach, which made the newcomer instantly relevant. This move relies on deep industry knowledge, which EIS possessed, and the ability to react quickly to industry news – a core strength of Positive.
EIS’ share of voice more than doubled, growing at a faster rate than key competitors. Nearly a third of the coverage was in Tier 1 press, including all key titles like Insurance Post, Insurance Business and Insurance Times.