Most people cringe at the thought of a long-winded conversation with a cold-calling insurance sales consultant. How simple would it be if one could purchase funeral cover at the supermarket? Sanlam’s icover provides an off-the-shelf starter pack, purchased at a retail point, registered at the Money Market counter that requires no medical tests and no lengthy forms to fill out
Sanlam icover and Isilumko Media continue to collaborate to bring this quick, easy and completely affordable offer to the market through an extensive interactive in-store campaign. The professional and experienced team at Isilumko Media, powered by Studentwise, once again prove the upshot of using real people to power our most-loved brands! The campaign flow sees promoters selling the starter pack, with 14-days free cover, to customers in Shoprite and Checkers stores within metropolitan hubs. Nationally over 125 stores have brand activators selling starter packs and facilitating the registration process. Customers have the benefit of being able to select from the three product variants inside the starter pack, My Family, My Own and My Journey.
Although a convenient solution, education is required to encourage a change of mindset in terms of how insurance is purchased. Isilumko Media, the activation experts, strategically use specific tools to meet the objectives of the campaign. The first of which is the use of more mature promoters who are able to communicate in a relevant vernacular and are more credible when building trust between the brand and the customer. In addition, the regular refresher training of the Money Market staff ensures that the influx of customers that register their product are serviced efficiently and effectively.
Personal selling achieves exceptional results and is evident in the clear increase in sales of icover products; as well as the fact that 80% of all registrations occur in stores in which promoters are present. The professional Isilumko Media promoters, present in 22% of the Shoprite and Checkers store’s universe, contribute to 88% of conversions of icover sales to full product registrations. Details of clients who purchase but don’t register are also collected for follow-ups.
“The personal selling element is paramount in overcoming the significant barriers to purchasing retail based insurance products. The results boast a 20% conversion rate of all sales – 80% of which were achieved with the presence of a promoter. Our motto of “People Powering Brands” has never been more relevant than in our disconnected society and it is campaigns such as these that drive home the necessity of “communicating with” rather than “speaking to” customers;” comments Lauren Durant, Operations Director at Isilumko Media.
For more information on Isilumko Media’s multi touchpoint range of activation products visit their website: http://www.isilumko.com/media or call one of their regional offices across the country.