In a previous article, we tackled the graphic message of AITO Agents, and showed our interpretation of how graphics could help differentiate between a large travel agency that offers the world, and an association that represent many niche travel agencies.  This tine, we wanted to look at how graphics can help a lesser known online brand scream low cost while, at the same time, portray the sense of security and trust of a large, well known brand.  This site is Insuremore and the product is travel insurance.

To me, one of the big issues facing insurance providers is that the industry is based on reputation. With no tangible product exchanged when a purchase is made, customers can only find out the quality of their cover when they really need it – and many customers don’t want to take the chance of finding their travel insurance isn’t worth the paper it’s written on too late! Reputation and appearance of trust are all important, and makes it very difficult for a relatively unknown brand to break into the market. After all, why would you risk losing hundreds of pounds on an unproven policy, when you might believe that companies such as Endsleigh, Direct Line and others have solid reputations and probably provide good cover?

Looking at some of the major competitors’ web sites, to me, they are really not very inspiring at all.  They seem rather anonymous on the surface, with only a basic outline of what they cover. There’s nothing really there to create a sense that your money is safe, except the reputation of the brand itself – which is mainly in the user’s mind already!

Enter Insuremore.  The brand belongs to Journeys Travel, no slouch in terms of performance.  It has won awards for its travel insurance innovations and quality of service.   No mean feats.  However, for their relatively new and unknown brand, Insuremore, no matter how good and price competitive their cover may be, the task is that of positioning them alongside the big players whose reputations precede them.

The challenge graphically therefore is to evoke a sense of reliability and solidity, while at the same time promoting their main USP: their low prices.

Quality AND value? These two may appear, on the surface, to be a contradiction in terms but this is where graphics should ensure that the two live happily together on the page. 

First, there is the issue of making the site appear as solid and as reliable as the big players. While most websites of this ilk have stuck to the traditional option of a rather empty, boring looking page with just a quote box, we have used big, bulky and solid, graphics to promote feelings of solidity and security. To enhance this we have also included a banner of their recent accolade from the British Travel Awards which gives industry endorsement and lends a feeling of legitimacy to the brand.

Lastly, as part of the sales pitch, graphically we have also highlighted the benefits of Insuremore’s policies (quick online claims, free cover against terrorist acts, kids go free, 24/7 emergency contact, etc)

Juxtaposed with this graphic sense of reliability are very clear messages of low price to enable this brand to compete in this price sensitive market.

As you can see, the low prices are displayed prominently in large fonts in the centre of the page to make sure that is amongst the first things a visitor will see.  Furthermore, we have provided a comparison chart to show readers that Insuremore is better priced than the more established providers. By comparing them alongside the other brands, not only do we show that Insuremore offers better prices but it also shows Insuremore in the same light as better established insurance sellers – which is half the legitimacy battle won!

Whether you like our interpretation or not, the ultimate purpose of this series of articles on websites is to promote the idea that graphics is not just about making things look pretty.  More importantly, it is about communicating messages, feelings, ideas and USPs. 

In this case we have worked on the two key marketing objectives, namely;

1.  That the brand is reliable and legitimate, and
2.  That the product is hard to beat in a flat-out price war

I hope you agree.

If you would like to volunteer your site up for assessment in our upcoming newsletters, please contact us on marketing@leadgenerators.co.uk