I’ve been receiving a lot of feedback recently from a number of places. It started last Sunday on a cool rugby pitch in Norfolk where my son Tom had just finished an under 8’s training session and the coaches came across to me to give me some positive feedback on his progress. To give this some context it’s been a tough start to the season for Tom having moved up two teams, leaving behind his school mates and its fair to say he’s experienced some difficulty staying on the park during matches due to some over-exuberance in the tackle and a desire not just to take the tag (its non-contact until next year) but often the opposing player as well! Roll on next season.
I also had a school parents evening last week to see how my youngest is settling into Reception (that’s Year 1 for those reading north of the border). “Doing great” is the feedback “very attentive, bright, polite and caring child” was the summary.
I was also out doing the part of my job I really love – meeting and listening to feedback from around 40 brokers within our Broker Independence Group. Feedback was certainly robust in nature, very honest and presented me and I’m sure all of my assembled colleagues plenty of food for thought.
But the best bit of feedback I have received is from you about our campaign supporting brokers as the preferred channel of distribution for commercial insurance. So I thought it only fair to share the results from the first few weeks of the campaign. I’m impressed and I hope you our brokers are too.
• Aviva business insurance advert was seen by over 38M people – any Sky Sports fans will have struggled not to have seen it as it ran heavily during most of the big sporting fixtures in October – including Leeds versus Norwich – what were the Norwich keeper and defenders doing?
• Over 32M people heard the Aviva business insurance radio promotion
• So far 15M people have seen our online advertising (and its growing daily!)
• We also ran “visit your broker” advertising in most of the National and Regional press – that’s over 60 individual titles in total. But we didn’t stop there we also targeted specific business trade press appearing in titles from Electronics Weekly to Professional Beauty.
• Our dedicated website supporting business also received over 25,000 visits – with the main two messages being – find a broker and 5 reasons to use a broker.
All great stuff, all putting our money where our mouth is. And I’ll leave you with one last bit of feedback. Our research shows … the Damien & Jason advert beat Direct Line’s van insurance advert (you know the one featuring that guy from ‘Ground Force’ that’s been around for a while) – in terms of awareness amongst businesses*. And that can only be good for brokers!.
Brian Spinks, Head of Corporate Marketing
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