Marketing has real value

It is hard to switch off from thinking about insurance outside the confines of the office because every other television advertisement is about the same subject.

The insurance giants bombard the British public and, when not being asked to challenge Churchill, it is being told that Sainsbury's offers 12 months' cover for the price of nine. Interestingly, a recent customer survey by GI Insight has rated the insurance sector as 'poor' at sending out "targeted, personalised communications".

It is still rare to see a broker advertise on TV, though there are notable exceptions such as the BGL Group - which has also had an extensive radio campaign - and Insure and Go. Marketing, the subject of our Focus on pp.19-24, is not only about television; savvy brokers are developing their websites, sponsoring trade exhibitions and awards, advertising on local radio and developing mini PR machines. Marketing is one of the most exciting elements of business and yet the majority of brokers appear only to be beginning to wake up to the opportunities. The hardest part of the process is assigning a budget and then showing patience in awaiting the results. Experts say that marketing is all about persistence and that expecting an immediate response is naive.

Another big challenge is coming up with innovative campaigns that obtain the best value for money; some may even try to combine marketing with a personal passion - Reich's Danny Lopian sponsored a game at his beloved Manchester City.

Although it would be fantastic for brokers to unite to develop a marketing campaign to educate the public over the benefits of using a broker, this is a pipe-dream; millions would need to be raised and a common direction would have to be agreed. Brokers could, however, reach their local communities through a targeted spend that they may well find both exciting and rewarding. If only more would.