Show Notes
In a world littered with noise, why does a simple piece of mail still get the most attention? In our next Mail Unleashed episode, Head of Brand Marketing at Hiscox, Ed Birth is here to reveal how selling insurance doesn't have to be about fear.
He’s joined Rory Sutherland to discuss:
The surprising power of humour in creativity in the insurance sector. How mail’s ‘body language’ builds trust. How mail helps you gain a huge share of voice. Why a single piece of mail can get 132 seconds of attention.
Plus, they share why fun beats fear in marketing.
00:00 Intro 00:41 Welcome to Ed – his journey from agency marketing to Head of Brand Marketing at Hiscox 02:48 How Hiscox’s marketing strategy differs from other insurance companies 06:44 The antidote to fear - The importance humour in creativity when bringing risks to life 07:51 Ed shares an example of fun and disruptive direct mail from Hiscox – the wine-stained letter 10:41 How the tangibility of direct mail helped Hiscox build trust, boost customer satisfaction and strengthen brand identity 17:38 Mail makes you 1 of 1. How mail grabs attention and your share of voice 21:56 Why multimedia campaigns are more effective than single channel campaigns 23:57 Outro
Ed Birth is Head of Brand Marketing at Hiscox. With experience at The Gate London and Audacity, he brings expertise across advertising, integrated and digital marketing. Ed is passionate about creative, trust-building brand strategy.
Follow Ed. LinkedIn - https://www.linkedin.com/in/luke-whitehorn/ X - https://x.com/LukeWhitehorn
Follow Rory. LinkedIn - https://www.linkedin.com/in/rorysutherland/ X - https://x.com/rorysutherland
Watch the full episode here: Website - https://www.marketreach.co.uk/mail-unleashed/luke-whitehorn-domestic-and-general YouTube - https://youtu.be/NrdoCcfAI78
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