B2B Awards 44pp Brochure:12-22 B2BM Awards 07 44pp.qxd 29/10/08 17:16 Page 26
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Category 13:
Best channel marketing campaign
Winner: RSA Broker
Agency: Intermarketing & Communications Campaign: ‘Professionals’
R
SA Broker provides insurance for
commercial customers via insurance
brokers. RSA concentrates on
understanding the changes in the market
and the relationships between brokers and
their customers in order to create strong
partnerships.
Establishing a new team
Over 100 brokers were canvassed to find
out how they deal with property investors
and how they would like to deal with
insurers. As a result, nine regional property
investors trading teams were created so
location brokers could talk to a property
investors expert and make decisions in any
geographical location.
Results were good, but the aim of the
‘Professionals’ property investors campaign
was to make them better. Its objectives
were to build relationships between the
newly established trading teams and
brokers, promote RSA’s property investor Spreading the word broker at Kingfisher, says, “RSA is leading
expertise, improve sales and raise Once RSA had developed solutions for the way in terms of property investors.
awareness of the property investors trading the brokers’ customers it had to tell Information on CO2 emissions, carbon
teams with end customers. the brokers. footprints and things that are coming into
Brokers in each region were invited to the public domain are very useful,
Getting to know you attend a briefing session to get to know something that we have not looked into
The brokers identified customer-led their local trading team. Presentations on with other insurers. It is a leading edge
propositions as key to enabling them to the day provided brokers with training on that RSA has that is ideal.”
place business. Before developing how to identify different customer groups Ads for the new products and services
appropriate new programmes, RSA and the issues affecting them, allowing were also placed in broker publications
needed to make sure they really generalist brokers to provide a specialist (Insurance Times and Post Magazine)
understood the needs of property service for their customers. They were also and in the Estates Gazette, a customer
investors. RSA staff therefore spent time given a ‘know how’ guide, which provided publication, directing readers to RSA’s
with property investors learning about them with market intelligence, customer property investor website.
their work, worries, expertise and profiling information and key contacts as
day-to-day decisions. well as product and risk management Results
RSA learned not only about the work of information specific to property investors. The budget for the campaign was £25,000.
property investors, but also about their The briefing sessions were very well Over 100 brokers attended the launch of
differences. Traditionally it has suited the received. Ray Quartermain, a broker at the new products and services and
industry to segment property investors by Anthony Wakefield, says, “You gave a commented that RSA’s insights have
the size and shape of their portfolios, but lot of insight into pulling insurance provided brokers with the ability to identify
spending time with them allowed RSA to together in a different way, I learnt different types of property investor and
develop more accurate segmentation which a hell of a lot this morning.” target propositions to win business. The
in turn meant developing more accurately campaign meant that brokers could now
targeted products. Following up talk to their customers about relevant
RSA divided property investors For three months after the events brokers issues and suggest appropriate solutions.
into five different types, from those were targeted with direct mail about the The DM campaign resulted in nearly
who buy property on a part-time services developed as a result of the time £1 million of extra services being sold to
basis or as an adjunct to a different spent with property investors. The DM customers, while 1146 visits were made to
profession to bolster their income provided brokers with marketing the website, driven by press advertising.
or pension pits, through to those materials to enable them to talk RSA Broker has increased its market
investing in landed estates and who confidently to their customers about share and now writes nearly £250 million of
have a very different approach to issues such as property valuations, 24- property owners’ business. Matthew Finch,
their business. RSA has developed hour health and safety help lines, vacant a broker at Finch Insurance Brokers,
specialist propositions for each of the building inspection services and energy says, “It’s nice to have a different
five groups by providing solutions for performance management certificates. perspective on the insurance industry;
their problems, which don’t just include The information about energy emissions it’s injecting a bit of enthusiasm into an
insurance products. was particularly welcome. Vikram Doshi, a ancient industry.”
B2BM AWARDS 08 – www.b2bm.biz
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