Alternative Media – Rider Insurance Challenge
How does a niche market insurance company with a limited marketing budget entice customers away from the big guys?
Strategy
Rider Insurance insures only motorcycles. It is currently the largest insurer in New Jersey and expanding into surrounding states. Targeting the audience where they ride, Ritta created a brand image for bus tail posters – a strategic position where suburban and urban cyclists are often trapped in traffic. Ritta had the company’s logo embroidered on the rider’s leather jacket and highlighted Rider’s benefits with quick copy points.
Ritta also created an activated website for Rider; providing new and valuable benefits for cyclists, and with interactive capabilities allowing quick policy quotes, FAQs and a calendar of cycling events.
Results
Within the first month, hits on the Rider Insurance website shot up 375%, and new policies increased 10% over the previous year!
