Speaking on the Panel, addressing 150 insurance industry leaders at Sydney’s Pullman Hotel, Tim Biddlecombe shared valuable marketing insights from A&B’s LIBIS programme. “Responding to consumer need is only part of the engagement process” said Tim. “The consumer needs to feel that they are buying the most appropiate solution that is relevent to them, not just the one they are being offered or sold. They will buy from the provider in which they have the most trust and a brand that is known to be there when they need them. The advertising and communication needs to speak to the consumer in this language and deliver product truths that reflect real consumer needs and simple yet innovative products. This should be the language of the Direct channel and the one that will have most traction with the direct buyer”

LIBIS is an industry specialist market research programme that reveals new strategies to grow and retain consumers via the Direct channel. Featuring a combination of in-depth interviewing and on-line measurement, LIBIS identifies:

• Consumer need and product interest/relevance
• What features and benefits to leverage
• How to reduce lapsing and retain for longer
• Clear understanding of consumer wants, needs and behaviours with Direct channel
• Advertising impact and effectiveness

Rael Solomon (pictured, Manager Marketing and Product Development, Plan For Life) later presented the awards.

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