The Ontario Broker - Volume 22, Issue 4 - 49

DEPARTMENTS | CAA MARKETING MINUTE
THE ABCS OF ACQUISITION MARKETING
Pierre Bourdeau, Director P&C Insurance Marketing
journey and their associated behaviours. Acquisition campaigns
will typically focus on individuals who are at the Consideration or
Conversion level of the funnel.
AWARENESS
Potential consumers
CONSIDERATION
CONVERSION
People who know your
product and it's what
People who are
In general, those in the Consideration stage may already plan to
contact you when their insurance expires, but they'll likely need a
reminder. The messaging to this group should have a strong and
clear call to action such as get a quote or talk to one of our brokers
for more information.
People in the Conversion phase have already done their research
and decided if they are going to make a purchase or not. Follow up
with these leads, perhaps through a phone call or email, offering
to discuss their quote, and remind them why choosing your
brokerage is the right thing to do.
our marketing campaigns can include many tactics-
digital, social media, direct mail, billboards, and the
list goes on. Each comes with its own effect and
result. No matter which you use, it's important that
each tactic directly supports your campaign goal.
To be effective, your campaign and the tactics and messaging
within it need to be working towards specific objectives. Your
focus may be to increase awareness, improve customer retention,
or, most commonly to attract new customers and increase sales.
Unfortunately, due to the competitive nature of our business, it
can be difficult and expensive to attract net new customers.
What is acquisition marketing?
Acquisition marketing is the process of creating a campaign
that targets individuals who are already aware of your brand.
By marketing to people who already believe in your value
proposition, you can make them prime candidates to becoming a
new customer.
To determine where your potential leads may be, use a
marketing funnel as a guide. This is made up of three tiers that
identify where a consumer may be during their purchasing
Y
VOLUME 22 | ISSUE 4
Setting your strategy
With your campaign objectives set, it's now time to create a
strategy that will get you there. There are some key questions
you'll need to get started:
* Approach: Will you create new assets or leverage existing
creative? Will you test new concepts or proceed based on
existing learnings?
* Target: Who are you looking to bring in the door with your
campaign? Do you want to focus on customers that are like
your existing ones, or explore a new demographic or territory?
Could a referral campaign work to find your targeted audience
by leveraging your existing customers?
* Channels: Where do you want your campaign to appear? Digital
channels such as paid display or social media? Mass media such
as radio or TV?
Once you've articulated the answers to these questions,
selecting the tactics that will help you to achieve your targets
should be easy.
In our next Marketing Minute, we'll explore how to determine the
specific tactics you can use to meet your objectives budgets and goals.
49
The Ontario Broker - Volume 22, Issue 4

Table of Contents for the Digital Edition of The Ontario Broker - Volume 22, Issue 4
