Foundational
Marketing Research – Hagerty
Hagerty
Insurance is North America’s leading insurer of classic and collector
automobiles. In order to launch the company into a new phase of growth,
managers desired to better understand how the Hagerty brand was
performing and
what it would take to win new business.
Avenue
ISR conducted extensive research with customers, non-customers and
agents to model
the marketplace and measure the potential of the Hagerty brand. With these data, Avenue ISR developed a brand
scorecard that showed progress toward Awareness, Familiarity,
Consideration and
Purchase. In addition, Avenue ISR
identified bottlenecks in the customer purchase process by which
customers
convert from one stage of engagement to the next.
Armed
with this new information, Hagerty was able to reprioritize marketing
mix and
messaging to aggressively pursue untapped market opportunity. The
project also
provided Hagerty with a set of tools to continuously monitor the
progress of
the brand and the evolution of the marketplace.