Niko Herzeg Marketing

My Dad passed away almost three years ago. Amongst other things he left Mum with a VW Golf 5 series sports edition, blacked out with chrome rimms. And even though for the amount of miles she drives it vs the cost of the car, there is no way she would/will part with it. It is not a car. it is our car. As she was walking towards her car one day, she noticed that somebody keyed the car. I mean it was not just one cut, the fucker did it twice.

Now anyone who has had the misfortune of having his car keyed knows the anger that it brings to the surface. But in this case it ruined her day, brought back all kinds of memories that have nothing to do with the actual inicident, but that can’t be stopped once triggered..

If any car or insurance brand wanted to melt functional with emotional i’d suggest they would offer a cosmetic car surgery service for damage to cars of people who have lost a loved one (which if you start to think about it is sadly a huge market). Helping preserve the memory of a loved one by making sure the tangibles of his/her life stay in the same shape, much like the pictures of our loved ones passed.

Yes the insurance on the car covers certain damages, so as an insurance agency you could ask yourself why you want to do it, as people will come to you. Which actualy is the problem for most businesses. That feeling of entitlement. And of disconnect between their world and the rest of the world.

Which is a shame because it is not hard to make a meaningfull impact on peoples lives and actions towards you. If you remember from time to time what it is like to be human. Cause had Mum been able to call a specific number at that day and had they come in and fixed stuff, without all the hassles they put her through now (go to this dealer, the expert has to determine if the damage is real, paperwork, etc), her loyalty towards the insurance company would be set. Period. Yet for them she was just a number on a list, with standard responses to her unique situation.

Live life and you will be frustrated about/by so many things. Notice them and find out if more feel the same. Relieve that pain. Then advertise the solution. repeat cycle. Instead of “think local act global” or whatever variant you please, just “be human, act social”.