Direct Marketing | Directories Financial Services Case Study - Norwich Union Case Study

The Challenge

Norwich Union is part of Aviva the world's fifth-largest insurance group and the largest insurance services provider in the UK. They have premium income and investment sales of £41.5 billion and £364 billion of assets under management, with 59,000 employees serving over 40 million customers

Norwich Union's Yellow Pages programme was costing them around £5.5 million across all of the products sold. Although directories were delivering around 44% of all leads generated, at the time the number of leads were 10% down on forecast and continuing to drop.

The task for BGD was to review Norwich Union's directories strategy to identify why lead traffic was declining to identify a new strategic approach to stabilize lead response rates.

The Solution

We first identified the reason for the decline in leads which was mainly due to competitors increasing their spend and consumers going online to research their insurance needs more readily.

We took into account the customer profile for each type of customer and devised a plan to halt the decline of the leads and bring them back up to forecast levels.

The plan that we put together included aspect such as reducing the number of larger ads so that more smaller ads could be included to increase the chances of being seen; the use of colour to make ads stand out and highlight the different propositions for each advert.

The Results

After implementing our recommendations, Norwich Union experienced increased response rates from directories advertising.

Norwich Union have since then increased their directories spend and are using our recommendations for their advertising strategy