The Ontario Broker - Volume 22, Issue 5 - 43

DEPARTMENTS | CAA MARKETING MINUTE
ACQUISITION MARKETING IN ACTION
Pierre Bourdeau, Director P&C Insurance Marketing
Knowing the specifics will help you decide what tactics to use,
such as social media, digital display, direct mail or television, and
the best ad placement to drive results. For example, suppose
your target market is young families with young children. In that
case, you may opt to advertise on parenting-focused websites or
social media channels.
THE POWER IS IN THE MESSAGE
I
n our last edition of the Marketing Minute, we reviewed the
concept of a marketing funnel and how it's used to segment
customers through their purchasing stages of awareness,
consideration or conversion. We also defined acquisition
marketing as the process of creating a campaign that targets
individuals who already know and believe in your brand. And finally,
we outlined how to determine your marketing campaign strategy.
With your objective and strategy identified, the next step is to
establish who you want to target and what channels will work
best for your campaign. A little pre-work is required to get there.
GETTING SPECIFIC
First, you need to identify your potential customer. For
example, in an acquisition campaign, you could look for profitable
customers in a particular area. You may want to expand your
customer base by targeting a new neighbourhood or territory.
Once you've identified your target market, a little research can go
a long way.
Some great online resources are available to help you identify
details about your target areas and the people who live in
them. This will help you develop the most relevant messaging
and the best tactics to deliver your message. For example, let's
say you've decided to target a specific FSA. Many free website
options are available to help identify its specific demographics,
such as population, number of households, median age, etc.
There are also resources, such as the Prizm segments by
Environics Analytics, that will help you identify their lifestyle types,
behaviours and what is important to them.
" FOR THE MESSAGE TO
BE EFFECTIVE, THINK
ABOUT THE ONE THING
YOU WANT YOUR
TARGET AUDIENCE
TO SAY BACK TO YOU
UPON SEEING IT. "
VOLUME 22 | ISSUE 5
43
When crafting the messaging for your campaign, no matter the
tactics or platforms you pursue, it's essential to have one central
message. It should be laser-focused and specific around what
you're offering consumers and what action you want them to take.
For the message to be effective, think about the one thing you
want your target audience to say back to you upon seeing it. It
should also be written based on where your audience is in their
buying journey. Look back at the marketing funnel, and identify
what stage they're at - each phase warrants a different message
to trigger the action you're looking to achieve:
Awareness stage - " To find out more, visit our website. "
Consideration stage - " Book an appointment with us to get a quote. "
Conversion stage - " Buy now. "
DRIVING IT HOME
Revisiting this funnel and ensuring you stay focused within one
stage of it will help ensure the tactics and messaging you create
is consistent with your expected outcome. But be sure that your
audience is already aware of who you are if you're pursuing
conversion-based activity. If they don't know you, they won't buy
from you!
The Ontario Broker - Volume 22, Issue 5

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