The personal connect brought about by the intermediary is still the biggest driver for life insurance products. ATL still accounts for larger spends as it has the ability to build Brand Recall rapidly. This recall aids the intermediary and makes his product more acceptable by the consumer.
2. How do you see the growth of BTL efforts like Events and Experiential Marketing growing - in terms of offsites, incentive programs, education programs, for both intermediaries and consumers - for insurance products?
There is great focus on recognising and rewarding the intermediary through offsites, incentive programs, training etc. There are very few companies doing anything worthwhile to educate the consumers. We have taken the lead as a brand to educate consumers and help them buy the right way. Our Educative Series in print medium is a step in that direction. Although, as an industry we would love to see more emphasis on educating the consumer.
3. The insurance space is highly competitive. Will we see increased spends on direct contact programs and on-ground promotions?
I do not see any significant increased spends on direct contact or on-ground promotion. Insurance is not an impulse or a sexy category for consumers to be associated with. The on-ground promotions route works out very expensive in case of insurance.
4. There is a contention by specialist Promotion Agencies that they should be retained on an AoR basis to facilitate understanding of brand and category objectives. What is your take on this?
If a brand is spending serious money on promotions, they should certainly have an AoR arrangement. They should then treat the agency as an extension of their marketing team.
5. As a judge of an event (a live brand experience backed by an identified sponsor) or on-ground promotion, what are the factors that you would look for? What would make you say 'WOW'?
As a judge, I would look for the Big Idea in the activity, spends and ROI. An activity which gets disproportionate ROI or alters my thought process is a WOW in my mind.
6. Measurability of an event or promotion has always been in question. Past efforts at calibration have failed, except for Sales Promotions. What would you say should be the way forward? How important is 'gut feel'?
Any event or promotion has to be measured in terms of revenue generated, else it does not help. For pure Brand Recall, it can never beat TV as a medium.