November 24, 2009
This refers to the Online initiative taken by one of the Insurance Giant, Aegon Religare. Recently I was invited for one of the Blogger Meet, I am not sure if they had really visited my Blog which purely talks about Social Media and Online PR efforts made in India. Well, I was really impressed with the efforts made by them to tap online Influencers and also the focus in the online Communications.
I have been discussing this fact in many of my older posts that Indian clients have to be more serious and focused in tapping the online Communications. Here it goes. Aegon Religare came up with a portal which purely relies on digital communications. They recently came up with http://buyonline.aegonreligare.com. Whats important about this portal is it does give a consumer the flexibility of subscribing to various Insurance schemes, but most importantly it has a focused CRM logic, which not only helps a user saving time and energy, but also regularly keeps him updated about his/her Policies. The tool has been developed based on extensive consumer research which very much fits the Social Media Model. Lastly, this tool and the associated Insurance schemes are exclusively sold online. That says it all.
Though it was a 2 hr Digital meet, but there was no mention about the Brand or any kind of promotional communication from Aegon Religare. They got it right here.. I guess they really understand what needs to communicated to the online Influencers.
The Best part of this meet was I had gained extensive knowledge about Insurance and what suits and fits my income. I am sure many of us have a wrong perception towards Insurance. The entire meet was presented by Mr. Yateesh Shrivastav, who was indeed very good in explaining and expressing facts. Most importantly he knew very well knew about the consumer’s perspective. That is what every brand needs to do… right..:)
“Insurance is always sold and never Bought” – Says Mr. Yateesh Shrivastav. I think this is the current scene in the market and there has to be a strong education done to everyone of us. We will await till the people realize the importance of Insurance in their lives 😉
He also questioned everyone about “what is the Total Insured Value of an individual” some said 1,00000 and some said 5,00000. Is this enough for the rest of our life or this is the actual value of an individual ? Gets us thinking.. right…. Everyone should think of it.
I think this is a great beginning for a Brand to use Social Media as one the key tools to market and share about their developments. I am sure very soon more and more Insurance Brands will follow Aegon Religare to support their marketing and customer service initiatives, keeping the cluttered world in minds.
This is a great example of using Online Communications as a key medium to connect the consumers directly. I hope I have not been very goodie to goodie for the Brand, but yes I do appreciate their initiative.
Some learnings out of this Blogger Meet at Mumbai :
- Don’t Push Branding messages
- Push about what you do and what you offer clearly with no loopholes, explain it without Jargon
- Be very clear in language and try explaining things in the customer perceptive
- Try accepting Market – Marketing facts (Good or Bad)
- Keep your focus very clear in communicating things
- For some reason if you had goofed up in some communication , please cross check then confirm it again, consumer will surely understand and will allow you to improvise on it proactively
- Also mention what are the current infrastructure loopholes and also mention about regularly working towards improvising it to make customer experience smoother
- Share your research secrets and key insights of your research, this will do help a customer to understand the Brand really well
To Sum up, its an initiative to be noticed and an example for all the Brands 🙂
Filed in Blogger Outreach, Digital Communications, Digital Marketing, Social Media Marketing
Tags: Aegon Religare, Aegon Religare digital efforts, Blogger meet at Aegon Religare, Bloggers gather in Mumbai to discuss Insurance companies, Digital Meet in India, Digital meet in Mumbai, Insurance Companies in India, Mumbai, Social Media Approach, Social Media tactics in India