Unitrin Direct, which began direct sales of auto insurance to Pennsylvania residents at the beginning of the year, is moving south with a direct mail and TV campaign to sell its products in Florida.
The Vista, CA-based company is using direct marketing to promote its insurance products in areas where its parent company, Unitrin Inc., lacks sales agents. Building on successful testing of sales in Pennsylvania, the company decided to try direct marketing in Florida earlier this week after extensive focus-group research.
Research showed that stability was among the top concerns of Florida drivers when picking an auto insurance provider, the company said. Unitrin's parent company has provided insurance to consumers since 1926.
Unitrin Direct accepts orders for auto insurance through its call center in Vista and through its Web site, www.unitrindirect.com.
The company plans to concentrate marketing activities in the eastern United States and to begin direct sales of its auto insurance in other large states by the end of the year.
