How to market a product that you can’t touch, smell, feel or see – lessons from AmFam’s VP of Marketing, Lisa Bacus

Posted by Brian F Martin on May 03, 2010
Brand Marketing Strategy

Click on the play button below to listen to the full audio Podcast

 

In this episode, Lisa offers great insight how she markets a product that you can’t touch, smell, feel or see. Marketing the intangible, insurance in this case, takes intelligence and intuition. Lisa has also smartly shifted AmFam’s traditional marketing investment in new directions to incredible success.

8 Comments to How to market a product that you can’t touch, smell, feel or see – lessons from AmFam’s VP of Marketing, Lisa Bacus

Sally M.
May 4, 2010

This was a great podcast. Lisa was full of insight and ingenuity. Thanks!

M. Bennett
May 5, 2010

I’ve been very impressed with AmFam’s break from traditional marketing. It was a treat to hear Lisa talk about the hows and whys. Very insightful.

Greg Jensen
May 5, 2010

I really liked this – I had never really thought about how difficult it could be to market a non-tangible product. Very thought-provoking.

Social Media in Insurance – American Family VP Marketing Lisa Bacus | Ben Foster | @benphoster
May 6, 2010

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Sherry Orel
May 6, 2010

Just attended the Event Marketing Summit this week and got the 3 Musketeers sample. Loved it! In speaking with some of the brand people that attended, it’s clear that some of tomorrows future entrepreneurs are today’s brand managers. Really sharp group of people.

Tom Bigosinski, Esq.
May 12, 2010

This was a particularly interesting interview and Ms. Bacus’ experiences and ideas can be applied to many services.

Andy Jackson
May 17, 2010

Hi, Brian. I recently discovered your podcast and have been consuming them voraciously.

Request: Is there some way you can better balance the audio volume of your voice with your guests? Yours is louder. On some interviews, I turn up to hear the guests then get blown away when your voice comes back in. (just a little consumer feedback)
Thanks.

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