瑞博士：重塑连接——保险营销新场景实践

Core Insights - The next phase of insurance marketing is shifting from "functional selling" to "emotional resonance," focusing on designing deep, experiential, and emotional customer journeys [1][10] - Future transactions will not be "forced" but will occur "naturally" through valuable experiences [1][10] Group 1: Current Challenges in the Insurance Industry - The insurance industry faces two main challenges: difficulty in inviting clients to product presentations and clients' lack of attention during these events [3][12] - The "peak-end rule," proposed by Nobel laureate Daniel Kahneman, suggests that clients remember the peak moments (like prize draws) and the end (when pressured to buy), leading to a natural resistance to purchasing [4][13] - There is a misalignment of value, as current marketing focuses on responsibilities, returns, and terms, neglecting the emotional experiences that clients seek [5][14] Group 2: Proposed Solutions and Scenarios - The future of insurance sales should focus on emotional resonance, creating scenarios that allow clients to experience aging and its challenges firsthand [5][14] - Three proposed scenarios include: 1. An aging experience camp where young people simulate the difficulties of old age [5][14] 2. An educational session titled "When You Are Old," highlighting the physical changes that occur with aging [6][15] 3. A combined educational and entertainment event, such as a concert, to engage clients emotionally and educationally, which previously resulted in significant sales [9][18] Group 3: Upcoming Events - The Tianyan Forum is set to implement these ideas with the upcoming Tianyan Health and Wealth Festival, which will incorporate singing and experiential learning [9][18]