SPECTRUM INSURANCE
completely different message. At Spectrum, the culture of the
company allows them to avoid that situation. The “flagpole” that
messages need to get run up is a straight line. If an employee has
something they want to suggest or discuss, a top-level manager (or
owner) is right there to listen.
So what brings rapid growth to this company? What attracts the
new talent and the businesses that Spectrum serves? Simple: they
treat everyone fairly and they aim to add value. These two points of
focus put on full display the values that Spectrum holds dear as a
corporation. In everything that they do, they try to add additional
value to customers and treat everyone fairly. This includes things
like HR help lines, numerous services and education.
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The educational aspect of their value add largely stems from the
decision to make a branded magazine that is meant to inform and
educate businesses and readers about insurance topics that may be
of interest to them. In this way, Spectrum sets itself apart. For one
thing, companies don’t often provide a physical magazine of any
type, often preferring to run with the digital medium. The other,
and more important, aspect is that their magazines are meant to
inform, and primarily only inform. They aren’t an advertisement in
the guise of a topic like many modern forms of marketing, and that
sets them apart.
The magazine acts as both the brand message and a billboard
displaying what Spectrum is about as a company. Seeing a lack of
quality insurance information being made available to the public in
their markets, Spectrum made the decision to fill that gap. Doing so
has positioned them as a thought leader in their industry, which
has brought not only increased brand awareness but also an
increase in business.
What causes that attraction? Why would a magazine make a
difference? In truth, it’s because of the simplicity. People like to
hold things. Most would prefer reading a physical magazine to a
digital one. It conveys a sense of authority, and it sets Spectrum
apart from its competitors. Digital products are relatively simple to
produce in comparison to something tangible, and presenting
potential clients and businesses with a physical magazine shows
that Spectrum is willing to go the extra mile. That extra mile
extends beyond their own marketing and internal structure to
interactions that they have with clients.
Spectrum is a unique company in many ways. Though they have
seen and continue to see rapid growth, they maintain a managerial
hierarchy that allows employees to be empowered to make
decisions and feel as though they are being treated fairly. By
reinvesting in educational opportunities and expanding capabilities
as a company, Spectrum is able to expand the value that they
provide to customers as well.
Personal touches are something that people remember. In a world
where everything is becoming more fractured even as the “internet
of things” brings seemingly everything closer together, having a
professional or a company remember you and what you are about is
something that sticks with you for a long time. That is what
Spectrum offers. Fairness, value and a personal touch.
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