Barmenia: Develop locally, conquer the nation

Barmenia Insurance: Local Marketing for More Than 3,500 Sales Partners

Barmenia Versicherungen has been in business since 1904. With approximately 2,000 employees at its Wuppertal location and 4,500 employees nationwide, it is one of the largest employers in Wuppertal. It is among the independent insurance groups in Germany and works with approximately 3,500 sales partners. The group consists of several companies.

The Challenge: Centralized Management of Complex Marketing Processes

With a company of this size, a significant degree of complexity is inevitable. Numerous ordering systems, siloed solutions, and cumbersome processes—both internally and externally. The goal is to provide sales partners with a central point of contact for their marketing and sales activities—one that is simple, transparent, and effective—so that they can optimally represent the Barmenia brand in their local markets.

The Barmenia Marketing Portal brings together all marketing activities

To save Barmenia Versicherungen’s sales partners the time and effort involved and to make these materials easily accessible, both online and offline materials are now available in CD-compliant format on the Barmenia Marketing Portal.
 

In addition to the marcapo suppliers, five suppliers from Barmenia were integrated into the portal at launch, primarily via an API; more will follow. With well over 450 products in the areas of print, out-of-home, and online campaigns, the marketing portal covers a very broad product portfolio right from the start. These include, among other things, web banners, Facebook Ads, Google Ads, as well as the social media posting service, which is designed to generate organic traffic on social media channels in addition to paid campaigns. Local partners manage and maintain their data via an interface with Yext. This integration marks the beginning of further expansion phases. The Barmenia marketing portal consolidates marketing and sales initiatives, presents them to users in a clear and highly user-friendly manner, and automates ordering processes. A key objective here is to enable future-proof and measurable marketing communication at the local level.

In this project, marcapo Advertising Consulting is collaborating with Barmenia’s service department to guarantee the best possible support for portal users. In the future, nearly all advertising materials will be gradually integrated into the marketing portal to ensure that processes remain as optimized as possible.

Another distinctive feature of this project is certainly its initial scope. For Barmenia Insurance, it was important to present sales partners with a fully mature system at launch—one that, while it will continue to be optimized over time, serves as the central brand tool for all local marketing activities from the very beginning. 
 

Heike Niggemann, Head of Marketing Communication, spoke with Thomas on the "local branding heroes" podcast about the Initial project and gave a very charming account of what was going on during the crunch time leading up to the portal launch.
Clickhereto listen to the episode.

In the end, there's only one thing left for us to say: #WeLoveToDoIt