By Gladys Caron
Starting on January 9, insurance brokers will be appearing on various TV networks across the country as part of a new advertising campaign encouraging consumers to do business with brokers when purchasing insurance.
The campaign will emphasize the fact that brokers are ideally situated to defend consumers. Demonstrating the value of brokerage professionals, the ads will feature the slogan "Your best assurance is an insurance broker".
A notable feature of the campaign strategy this year is that the ads end with a call to action: consumers are encouraged to look for nearest brokerage firm on trouveruncourtier.ca.
The Bipper, insurance brokers' trademark symbol, also features prominently in the campaign. It is interesting to note that this symbol is now widely recognized by the general public. According to an Ad Hoc Research survey conducted this past fall for the RCCAQ, 82% of people who are familiar with the Bipper say that it inspires feelings of confidence.
Don't miss out on the referral opportunities!
The fact that the Insurance Brokers Association of Canada (IBAC) is unveiling a new campaign to promote brokers is excellent news. The next step is making sure that you reap all of the benefits!
All those who attended the Ad Hoc Research presentation on November 23 at the RCCAQ convention will surely remember that one of the key issues facing brokers is maintaining online visibility when consumers are looking for a service provider to do business with. Since the Internet is the main information source for 40% of consumers, all firms must ensure that their online presence is highly effective.
Ensuring that your firm's name appears in the top search results is always a challenge, especially considering the huge online investments made by the direct insurers!
That's why it's essential for all firms to reap the benefits of the extraordinary referral opportunities that the IBAC's campaign will bring.
Draw up your action plan today!
To maximize the campaign's impact for your firm, make sure that your website is in tip-top shape by early January. Here are some helpful hints:
- Update your firm's profile on the RCCAQ's website. The information in your member file also appears on trouveruncourtier.ca. Only you can update this information, using the access code and secure password that you already have. If you don't, please contact us without delay.
- Make sure that your site is up to date and promotes your services effectively.
- Carefully select the page to which you will be directing consumers.
- You are an RCCAQ member and have the privilege of using the Bipper symbol. Please don't forget this! Always display the Bipper to establish a link between your website and the IBAC's campaign.
- Make sure that when consumers visit your webpage, they can easily figure out how to contact you.
- If you have a tool enabling consumers to request a quote online, make sure that it is easy to find.
- Tell consumers what sets you apart and mention any honours or distinctions that you've received. Did you win an award recently? Be sure to tell consumers about it! It's a way of providing objective proof of how good your firm is!
- As mentioned in an article in The Informer in September, your home page, or whichever page you will be directing consumers to, must be esthetically pleasing and user-friendly in order to maintain consumers' interest. Keep in mind that 93% of consumers regard a website's visual appearance as the key factor when deciding whether to carry out a purchase.*
You may not be able to take care of all of these details by January 9. Still, be sure to make this a priority in the coming months.
A unique advantage for RCCAQ members
Directory listings on trouveruncourtier.ca are only available to RCCAQ members. Firms that are not RCCAQ members are not listed. So be sure to seize this opportunity and maximize this advantage provided by the RCCAQ!
