Promoting inclusive insurance products: a 10-step planning model
A study done by the Facility found that insurers continue to struggle to stimulate and sustain demand for their products partly because of long held and significant audience barriers to purchase. This training will enable practitioners to design more successful promotion campaigns for inclusive insurance products using a 10-step promotion planning model that can help overcome these obstacles and stimulate demand for their offerings.
Training objectives
- Analyse a 10-step model for guiding the development, implementation and evaluation of a strategic promotion campaign
- Explore how that framework has been applied by inclusive insurance providers in different environments
- Draft a promotion campaign for their own institution using the 10-step model
- Articulate how customer-oriented market research can be used to strengthen promotion campaigns