The video portrait as a building block for acquiring new customers
Gothaer Insurance Agency Portrait Jens Rehm
Thoughts on the concept of a video portrait for Gothaer Versicherung, developed by the agency Rosenfeld.cc and implemented by Business Media Art: When a potential new customer is in the phase of initiating the conclusion of an insurance contract, this is usually preceded by a special event: The first home, starting a family, buying real estate or an illness in the family or among friends.
In the next step, one person looks for further information on the topic from friends, acquaintances, colleagues or parents, while the other researches on the Internet.
When it comes to sensitive topics such as insurance or investments, many customers rely on recommendations, similar to choosing a doctor. Rather rarely are specific contacts made on the basis of contacts in television advertising, radio or print.
The most important way to generate new customer business is therefore through recommendations from satisfied customers in their personal circle of acquaintances or on the Internet.
The video portrait, which is prominently integrated into the agency’s website, has the function of an extended business card.
In order to successfully master the orientation phase leading up to the actual consultation, the agency should offer added value and differentiate itself from others. The agency should find an answer to the question “Why us?” An agency portrait in video format is the ideal way to underline the added value of the personal consultation. A portrait picture of the agency owner and the employees is definitely good, but a video is the better way to get to know the agency and especially the owner in a more personal way. The language, gestures and facial expressions alone reveal much more about the person than a picture. More information on the optimal effect of a statement in front of the camera can also be found in this article.
The concept
The video portraits for the agencies are designed in such a way that the interested party receives background information in the style of an approx. 3-minute documentary on how the agency works, the agency philosophy, the focus of the consulting services, regional ties and the way in which the agency is organized.
At the beginning, the agency owner briefly introduces himself/herself and arouses curiosity.
The agency owner and selected employees tell their individual story in their own words to a fictitious reporter, give tips or talk about special events they had with their customers.
This documentary style creates trust, competence, closeness and individuality. The clothing and appearance are authentic, just as the consultant would go into a customer meeting.
The viewer hears the voices and sees the movements of the characters and thus gets a sense of whether “the chemistry is right”. It’s not the concrete offers that count here, i.e. the what, but rather the how.
The camera work
The camera work in the video portraits supports the role of the viewer, who wants to find out more and is curious, by taking on a partly searching role from different perspectives, like a voyeur who watches unnoticed and listens to the conversation. However, the camera does not push forward, but is rather hidden, carefully observing and always moving slightly. This makes the images seem natural, personal and alive.
At the end, the agency owner personally asks the potential customer to contact the agency if they are interested. This call to action creates the bridge to the actual first contact and thus to the sales pitch, in which the agency must continue and supplement the first impression.
Whether the service and the offers can convince the potential new customer is of course up to the agency itself. The video portrait is the ice-breaker.
