I understand the sensitivities around your brand. It takes decades and hundreds of millions of Rands to build up rock-solid brand recognition. In the financial services industry specifically, TRUST built on the back of brand recognition is the only strategy that wins out in the end.
This is not lost on me, or anyone on my performance marketing team.
When I sit in a boardroom with an insurance executive and the conversation turns to:
“How many policies do you think you can bank for us each month?” My retort is the exact same every time.
“Can we use your brand in our marketing efforts?”
Usually, the conversation takes a familiar turn right here. My inquiry is met with a hard ‘no’, followed by two standard excuses:
- Our marketing department has that covered.
- We don’t want to risk our brand reputation.
There is no way a marketing department nestled inside of an insurance company has it “all covered.” Furthermore, there is no way a marketing department in a financial services firm has the entire skill set required to dominate all the lead channels available in the marketplace today.
There are exceptions, but generally: excellent brand people work inside insurance companies, and elite performance marketers work for themselves.
If every insurance company could generate all the hot leads they needed, we simply wouldn’t be in business—let alone scaling as rapidly as we are.
The brand reputation argument doesn’t hold up very well, either.
When you operate on a true performance-based model, you lose the luxury of hiding behind vanity metrics like “impressions” or “brand awareness”. We take the risk completely off your shoulders and back ourselves by carrying all the upfront marketing capital—which quickly runs into millions of Rands.
In multiple high-stakes campaigns, we’ve joined our clients’ brands online and worked directly alongside their marketing departments. We ensure strict adherence to their CI guidelines, and every asset and platform is rigorously signed off before we launch.
We don’t want to compete with you online. We just want to leverage our reach to push your brand into every corner of the market, generating the type of hot leads that convert into sticky policies.
Are you ready to let elite performance marketers scale your brand?
Let’s set up some time to look at the marketing and policy acquisition metrics that make sense to your bottom line.
Get in touch with us today.
Until next time,
Ian Faught
Chief Exec Crisp Solutions
