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.

Instructional material | 01 January 2014
Contact(s): socialfinance@ilo.org

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

Target audience

This training has been designed for Individuals responsible for marketing inclusive insurance products. It is also of interest to managers of inclusive insurance projects who are interested in developing their promotion campaign. Lastly, individuals who already have substantial experience in marketing, but have limited understanding about the emerging consumers market, are advised to participate.

Methodology

Throughout the sessions, participants will be guided through each step of the 10-step promotion planning model in the context of their own environment, drawing attention to best practices and lessons learned that can inspire action and support successful application. Interactions also include demonstrations, large group discussions and a game show.

Duration

Two days