CommInsure has launched a new marketing support service called Smart Adviser Marketing (SAM).
Announced to advisers as part of CommInsure’s recently-completed national roadshow, SAM is a free online marketing tool designed to assist advisers navigate their way through the marketing processes associated with their business. CommInsure describes SAM as a thorough, detailed and complete marketing site for advisers.
The service is divided into three main sections:
- The Basics
- New Clients
- Existing Clients
Within these three main sections are a total of 18 different modules that address various elements of an advice practice’s marketing mix, including topics such as:
- Developing a marketing plan for the business
- The client decision making process
- Building a website
- How to obtain referrals
- Generating leads with direct mail campaigns
- Client segmentation
- How to conduct and maximise the value of seminars and client events
Another module included within the SAM package of services helps advisers market to different life stages. Using research findings, CommInsure’s Head of Marketing, Michal Browne, demonstrated to advisers the key drivers for Baby Boomers, Generation X and Generation Y clients, how the drivers can vary between these key client segments, the impact on them of the Global Financial Crisis and the importance of the issue of Trust, particularly post GFC.
Mr Browne pointed out that how a client or a prospective client perceives their adviser can often be determined by factors beyond the adviser’s control, such as the GFC, which is why the issue of building trust was paramount in developing lasting, productive adviser/client relationships.
CommInsure’s current affairs-style roadshow presentation, hosted by journalist and presenter, Peter Thompson, covered a range of topics under the theme of ‘exposing the truth’ about important industry issues.
One alarming fact shared with the audience highlighted the plight of so many Australians who are underinsured. Advisers were told that the end result of the 2009 Victorian bushfire tragedy saw $846 million paid out to bushfire victims holding general insurance cover, compared to a paltry $1 million paid in total for life insurance claims.
Advisers also heard from Business Health’s Tony Stephens on how to develop greater productivity and growth in their business, as well as hearing from a disability claimant about his journey to recovery and the irreplaceable value of his insurance cover.
The roadshow also presented an excellent mock trial at the Financial Ombudsman Service (FOS) on the risks that can be associated with failure to keep adequate records when dealing with clients’ needs and requirements.
Summarising the key messages from the roadshow presentations, Mr Thompson told the ‘studio audience’ that, as advisers, they are in the business of keeping promises.
