Marketing is key in the recession

It is clear that we have been witnessing some of the most challenging market conditions in living memory during these past 18 months and, despite some encouraging economic forecasts, they look likely to continue for some time.

One positive effect of these conditions has been the increasing recognition of the role of marketing among the broker community: playing 18 holes then having a gin and tonic at the 19th no longer cuts the mustard. Brokers of all sizes are looking to improve the professionalism of their marketing efforts to both new and existing clients. Our own research has confirmed that marketing has moved up the board agenda with brokers as they compete for business in the fiercely fought small and medium-sized enterprise sector, where value for money has become so important.

For some brokers, the need to make a compelling case for their services has come as something of a shock. However, it often helps sharpen thinking and crystallises the true value of a broker relationship, leading to increased confidence and more targeted selling - no bad thing in these tough times.

Brokers are looking actively to promote their expertise, experience and professional advice to clients old and new as part of professional marketing campaigns, something that Aviva supports. We know from our research with end consumers that the complexity of insurance cover is something that many businesses prefer to outsource for expert advice.

To help this along, our own campaigns in the SME market are designed to encourage dialogue between brokers and clients; we suggest in our latest television and press work that they speak to their broker for best advice. We strongly believe this is in our interests too, ensuring the end customer takes the right insurance for their specific needs at a competitive price - something that we believe the broker is best placed to deliver.