As state insurance regulators from around the country met this summer at the Greater Columbus Convention Center, the Mikey’s Late Night Slice across the street suddenly became “The Unfair Slice.” Signs proclaimed pizza prices would be tied to a customer’s credit score.
The guerrilla marketing effort from Root Insurance, seeking to persuade the National Association of Insurance Commissioners to rethink how premiums are rated, is the type of targeted campaign to expect instead of broadside advertising in coming months. Parent Root Inc. (Nasdaq: ROOT) has slashed marketing expenses by 40% from earlier in the year in favor of more efficient ways to get its digital policies in front of car buyers – such as its exclusive partnership with Carvana Co.
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Story excerpt provided by Columbus Inno.
Written by Carrie Ghose.
Originally published November 11, 2021.