Now suppose I asked you about your car insurance – would you even remember what company that is? (the car rental company asked me that question earlier this month when I was in Nashville and I honestly couldn't remember). Car insurance is pretty much an uninteresting commodity - and yes, I understand that coverage and service can vary from carrier to carrier, but great coverage or service is still not enough to get me over-the-top excited about the company covering me or the broker who arranged it.
Now suppose you SELL car insurance! Can you just imagine how hard it is to get potential customers excited? But someone's found a way to do just that. Hagerty Insurance, the world’s leading insurer of classic cars, achieved success by engaging fandom and creating a community of classic car fans. That community drives word-of-mouth and has led to double-digit growth every year which translates into an expected 200,000 new customers this year.
How did they do it? Very cleverly! Watch the short video of DAVID MEERMAN SCOTT telling the story about Hagerty's success at to a huge conference of business people in Palm Beach, FL earlier this month.