The Human Element of Risk and Safety
Over the next few months, we’re going beyond Risk Services/ Insurica here in Little Rock and taking a tour of the Insurica network. There are many people who help ensure our clients’ risk management success. One of these people is Stan Gregory of San Antonio, Texas. Like John Schlarb last month, Stan is a safety and risk consultant. For the last four years, Stan has served the Texas area, but even prior
A great advertising campaign transcends the company that creates it. The Budweiser Clydesdales are nearly as iconic as the beer itself. People still say, “Dude, you’re getting a Dell,” in 2019, despite the fact that PCs aren’t even a major part of Dell’s business model anymore. When it comes to creating an ad campaign that Don Draper would be proud of, it’s best to look at massively successful examples from recent history. Here are a few of our favorites, as well as commentary on why they work and how you can use similar tactics. Brand Differentiation: Apple This mega-popular ad campaign consisting of 66 spots personified the difference between PCs and Apple computers. Playing the role of “PC” was a buttoned-up, nebbish character you’d expect to find in the most morose workplace on earth. The “Mac” character, by contrast, was laid-back, youthful, and effortlessly cool. After launching the campaign in 2006, Macs became the default laptop for nearly every incoming college student. Clearly, the lighthearted jabbing at the competition worked. Off-the-Wall Irreverence: Old Spice Most deodorant and shampoo commercials are bare-bones basic. They describe the “odor protection,” “moisturizing effects,” and the like. Old Spice takes the opposite approach. Their ads often feature absurd imagery, insane special effects, and Terry Crews literally yelling at you that you smell bad. Would this tone work for a life insurance company? Probably not, but it’s a great way to make simple consumer goods feel fun and exciting. Social Awareness: Dove Dove’s “Campaign for Real Beauty,” which launched in 2007, was a long overdue change of pace for the beauty industry. Since time immemorial, fashion and beauty campaigns featured only impossibly beautiful women who had body types that the average person could never attain. Dove threw this aspirational, and potentially toxic, messaging in the garbage and decided to celebrate women of all shapes and sizes. If you can create a campaign that includes those who aren’t used to widespread representation, you’ll increase your reach in a hurry. Curated Cool: Dos Equis Here’s a dirty little secret the beverage industry won’t tell you: Most industrially produced beers are made by one of two companies, and the vast majority of them taste remarkably similar. The difference, for the most part, comes down to the way they are marketed. Dos Equis, with their “Most Interesting Man in the World” campaign, carved out a name for themselves as the beer for urbane, thrill-seeking drinkers, despite the fact that their product is about as exotic as a Coors Light. Sometimes, perception really is reality. The Best Contemporary Ad Campaigns And What You Can Learn From Them
to joining the Insurica network, Stan has enjoyed a long career in safety and risk control. Stan graduated from Oklahoma State University in 1983 with a degree in fire prevention and safety technology and started a career in insurance thanks to advice from a professor. “When I was in college, my mentor happened to have previously worked in the insurance business,” Stan says. “He recommended I look into insurance. As he put it, ‘This business will get you outside looking at construction sites and inside at manufacturing plants or hospitals. You name it, wherever you want to work, you’ll be able to make it fit. Plus, in this business, you’ll have a leg up on everyone because you’ll know more about fire protection than 99 out of 100 people.’” His mentor’s advice turned out to be spot on. Stan has consulted for oil and gas companies, homeowners associations, and even nonprofit groups like Meals on Wheels. Every business has its unique safety challenges. Stan provides his clients feedback through analysis and identifies areas they can improve on. Though he often looks at risk from a property standpoint, Stan prefers the human element of his work. “My skill set is more on the people side,” says Stan. “I prefer working with people — dealing with human behaviors and ensuring that safety solutions are being carried about across a company to reduce injuries, accidents, and catastrophic events.” Outside of the office, Stan’s main priority is his family. He has four sons and three grandsons. Recently, one of his sons got married and another just retired from the military. During the summer, Stan enjoys planning trips his family can enjoy together, like camping in the Colorado mountains or, more likely, golfing in San Diego. Next to his family, golf is the greatest love of Stan’s life. Stan is an incredible resource to the Insurica network and not just because of his degree in fire protection. With decades worth of expertise and a talent for working with people, Stan Gregory is dedicated to improving the safety and insurance experience for every client.
2 • www.insurica.com • Specialized Insurance Programs for Specialized Industries.
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