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Archive for April, 2010
Insurance Times: Marketing is Key
Thursday, April 29th, 2010We were thrilled this week to see that Insurance Times magazine had recognised the importance of marketing. They have commented on many of the things we find ourselves preaching about. It’s good to see there’s some method in our madness!
It’s really interesting to see that in terms of insurance marketing, the article’s main focus appears to be on all things web-based, such as social media and email strategies. This is in line with current trends within the marketing industry and is an area growing rapidly. It’s vital for businesses to understand how these new and exciting web-based solutions can help their business grow.
Follow this link to read the full Insurance Times article and pick up some great tips. If this whets your appetite for marketing, take a look around the Ignition website to find out more, give us a call, or see us at the BIBA exhibition in May.
Ignition attending BIBA 2010 Conference and Exhibition
Tuesday, April 27th, 2010Ignition are attending the insurance industry’s annual BIBA Conference and Exhibition at ExCel, London, on May 19-20 this year. With keynote presentations, seminars and other events packed into the two-day schedule, it’s the ideal opportunity to come and speak to the insurance marketing experts.
BIBA is the UK’s leading general insurance intermediary organisation, representing the interests of insurance brokers, intermediaries and their customers. Ignition is supporting the BIBA 2010 Conference and Exhibition and we will be in attendance throughout the event to answer you questions and share our insurance marketing knowledge with you. You will be able to find out more about us by coming to one of our conference sessions, or visiting us on our stand (D23).
For a free ticket, click on the image below, print it out and bring it along with you, or to find out more about the event visit BIBA’s website by clicking here.
Meet Ignition at Business Startup
Tuesday, April 27th, 2010Ignition will be at ExCel, London, on Thursday 20th May and Friday 21st May 2010, ready to answer your questions and discuss how we can support your new business. From content managed websites (CMS) and email solutions, to direct mail and marketing strategy, the team at Ignition can support you in making your young business thrive.
In addition to our stand (no. 510), where you can visit us to discuss your situation, we will be delivering a Business Startup seminar. Ignition’s General Manager, Mike Butler, points out that “most firms say innovation is vital to differentiation and growth. So if the case for innovation is that solid why do most companies struggle to deliver it?”
This seminar will provide the essential tips and tools to make innovation integral to your business culture. For more details about Business Startup, follow the link below. We look forward to seeing you and, in the meantime, enjoy the Ignition website and don’t hesitate to contact us.
Direct mail
Thursday, April 15th, 2010There’s still a lot of ‘junk mail’ around, but well written, well-targeted communication is more likely to be well-received. So to ensure your mailings hit the mark, take a moment to read our hints and tips.
1. Get your facts right. Make sure the data you use is accurate. If you spell names and addresses incorrectly, your mailing is much more likely to go straight in the bin.
2. Get personal – in a professional way. Treat the recipient as an individual. Use good quality stationery and address it to a specific person. Again, if this personalised letter has been ‘written’ by your CEO or MD, it will have more impact. Focus on the things you share with the recipient, and show you understand the challenges they face. A good way to do this is by using case studies or testimonials.
3. Don’t look like a fraud. Make sure the signature looks authentic – and not an obvious laser print.
4. Don’t go on and on and on. Try to keep your letter short and to the point. One side is ideal but two is OK if the information is relevant. Remember, bullet points are a great way to highlight key messages.
5. Beware of gate-keepers. Many senior managers will have their mail screened. So try to think of teaser copy for your envelope that will help you get past this point. Using an express delivery service (if your budget allows) can help. It often means your package will be opened right away. But bear in mind, getting your package opened is one thing. Your offer then needs to be interesting enough to hold their interest.
6. Aim to get a response. Invite the recipient to find out more about how you can help, by either calling you direct or visiting your website. And don’t forget to monitor traffic to your website, so you can identify when and why people visit. This will help highlight interest that may be worth following up with a phone call.
7. Make it as easy as possible for people to get in touch. After all, this is the main purpose of your campaign. So ensure all your contact details are prominently placed.
8. P.S. This is a handy place to put an additional reminder, or final call to action.