Mintz Takes Hartford Steam Boiler Into Cyberspace

BOSTON Equipment insurance enters the interactive age thanks to a new Web-based sales program and e-mail promotional effort from independent shop Mintz and Hoke on behalf of its client, Hartford Steam Boiler.

The Avon, Conn.-based agency has fashioned HSB IQ, which can be accessed through the client’s site, hsb.com.

Once an agent selects a business category to brush up on, a cutaway appears, depicting a typical site layout and equipment common to that business. A click on an icon opens a pop-up description of the equipment’s role and related risks as well as other product information.

An e-mail campaign from the shop introduces the HSB IQ to agents and provides click-through access to the site.