Marketing Support - Five-Star Carriers 2018 | Insurance Business Canada

Marketing Support - Five-Star Carriers 2018 | Insurance Business Canada

MARKETING SUPPORT
Carrier performance: 6.43

FIVE-STAR CARRIERS

As in previous years, marketing support is where carrier performance struggled the most. Carriers earned an average score of 6.43 in this area, down slightly from 2017’s score of 6.45. The good news is that it’s not a priority for brokers, either – just 4% marked it as a top quality they consider when choosing a carrier.

A significant number of brokers were surprised to learn that carriers even offer marketing support, implying that some carriers are doing a poor job at making this resource available and known. The brokers who do use the marketing resources available, however, were generally not impressed. “Good collateral materials; however, not always Canadian content,” one respondent said. “There is a need to improve this area by communicating with key brokers at specific brokerages to get feedback,” suggested another.

Several brokers reported that their carriers focus more on marketing their direct channels than offering marketing assistance to brokers

Tying into brokers’ dissatisfaction with carriers’ commitment to their channel, several reported that their carriers focus more on marketing their direct channels than offering marketing assistance to brokers. That lack of commitment also comes through in the partnership between brokers and some carriers’ marketing reps. “Never hear anything from our marketing rep” and “broker visits are not being done” were a few of the comments accompanying poor scores for carriers in this area.

Carriers aren’t falling behind in this area across the board, however. “They provide great resources,” one broker said of his carrier. “In addition to being informative for brokers, the materials are also excellent pieces to share with clients.”

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