Insurance provider Geico is ramping up awareness of its recently updated mobile application by offering consumers valuable tips and information to kick off National Hurricane Preparedness Week, reflecting mobile's growing role for disaster preparedness and relief information. 

As the nation heads into hurricane season this summer, Geico is recommending that families resist being complacent and engage in proactive measures to safeguard their homes, which includes checking on home insurance coverage. Interested consumers may visit Geico?s mobile app to report a claim at any time, and also receive quotes for automotive insurance.

?Every service provider is trying to optimize their consumer engagement touch points,? said Gary Schwartz, president and CEO of Impact Mobile, New York. ?This is beneficial as it can help offload from a costly call center to a self-service environment.

?Geico offers an app that the company promotes as ?Stunning. Simple. Smart.? but the challenge is driving the download and then the app usage.?

Staying safe
The updated Geico app enables customers to access all of their policies on their smartphones, easily pay and manage bills, receive new quotes and review old ones and submit a claim, among other features. However, users do not need to be Geico customers to access a slew of other features.

If a consumer is locked out of his or her vehicle, stranded on the side of a road or in need of a tire change, Geico Mobile will send a representative to assist. The app will also guide the user to necessary information should he or she get into a roadside accident.

If consumers purchase a new car or home and would like to receive a sample insurance quote, they may also do so within the app.

?Mobile apps are the best and most targeted way to push alerts to Geico customers in the case of a weather event as they can be geo-targeted, can pull the consumer back into the app for additional information and can incorporate knowledge about the consumer's account,? said Josh Speyer, CEO of AerServ, Irvine, CA.

?This is in contrast to simple, one-way broadcast outreach via phone call, text or email as those methods don?t use the exact current location of the customer or relevant account information.?

Last June, Geico, known for its low-cost automobile insurance, unveiled changes to its mobile application designed to make access to its services easier and more personal, including features previously available only on desktop (see story).

There is a viable market for insurance companies and disaster relief organizations, as consumers often times turn to their smartphones in case of an emergency, whether to contact loved ones or search for information on what to do.

The American Red Cross is ramping up to reach a wider audience by rolling out an all-inclusive Emergency application for smartphones and smartwatches that offers quick access to weather alerts, first aid information and local shelter locations in case of disaster, proving that relief organizations have a home on mobile (see story).

Additional tips
Geico is offering consumers additional tips for National Hurricane Preparedness Week, such as making sure that everyone knows and practices evacuation zones by mapping a route out in advance and following instructions from experts on television or on the radio.

Individuals should also check to see whether their home insurance includes flood insurance, as many policies do not.

Consumers must have all important documents and materials, including identification, water and medicine, packed and ready to go at a moment?s notice.

Ultimately, leveraging an awareness week to raise awareness of its services is a smart step for Geico. Consumers often appreciate when immediate solutions are presented to challenges, such as hurricane-proofing a home.

?Using hurricane alerts to drive attention to the brand may drive the consumer to download the Geico app,? Mr. Schwartz said. ?Going further and embedding weather alerts into the app would be a truly ?Stunning. Simple. Smart.? solution.?

Final Take
Alex Samuely is an editorial assistant on Mobile Marketer, New York