Andy Couchman on Protection Review and the launch of the I Mark – MAF197

On the show this week, I talk to Andy Couchman, co-founder of Protection Review.

We chat about how the Protection Review Conference, Dinner and Awards has grown to become one of the premiere financial services events of the year and the new “I Mark” which seeks to recognise true innovation.

Welcome to episode 197 of the Marketing and Finance Podcast.

Andy Couchman on Protection Review and the launch of the I Mark - MAF197

What you’ll hear about in this episode

  • How Andy started Protection Review with another financial services luminary, Peter Le Beau
  • The process Andy goes through to write product reviews and how he scores them
  • What innovation really means in financial services
  • The reasoning behind the launch of the I Mark
  • What companies will have to do to receive the I Mark.

Who is Andy Couchman?

Andy started his career in product marketing roles in various large UK financial services companies.

After leaving corporate life he made a success writing about financial services topics. Together with Peter Le Beau he started Protection Review back in 2003. What started as a paper publication and an annual dinner has turned into a prestigious annual Conference, Dinner and Awards event and a popular website.

Although he has retired from the day to day running of Protection Review, Andy still writes the reviews published each month.

Summary of our chat

In his reviews Andy always remembers that teams of people will have worked hard on launching the product or service he is reviewing. They’ll be looking for the highest score possible. But over the years he’s developed a method of setting a benchmark for the products and services he’s reviewing.

He rarely gives a 10 out of 10. In fact this may only have happened a couple of times.

Until now, Andy has always acknowledged innovation in his reviews. Thinking back to the launch of Critical Illness Cover in 1986 he acknowledges that it was real innovation back then. However the current practice of adding new illnesses and conditions, whilst a good thing because it improves the product, is more evolution than innovation.

That’s why he’s please Protection Review is launching the “I Mark”. It will recognise and promote true innovation in the protection segment of UK financial services.

He’ll still mark his reviews on a scale of 1 to 10, but from now on he’ll also award the I Mark to products and services that offer something different.

Recommended business book

Andy likes Damon Hill’s Autobiography. The racing driver faced many mental health challenges over the years and Andy thinks this is sobering reading and reiterates how important it is for insurance companies to take care of people with similar issues rather than simply rejecting them for cover.

He also recommends Lucian Camp’s book about financial services marketing. Lucian was my first ever guest on the Marketing and Finance Podcast.

Links

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The Wineman and the Marketer – speaking at Youpreneur Summit 2018 – RogVLOG36

I was delighted when Chris Ducker invited me to be a speaker on his stage at the second Youpreneur Summit Conference in November 2018.

A year earlier, I attended the first event as a guest and decided I’d love to be on that stage.

I pitched an idea to Chris and he said, “Yes.”

In this episode of RogVLOG you can hear snippets of my “Engage Don’t Enrage: Fixing Broken Marketing” speech which has since become known as the “John the Wineman” talk.

I knew the story was a powerful one, but even I didn’t expect all the amazing feedback from the guests.

Let’s go to the Queen Elizabeth II Centre in Westminster, London and suck in the atmosphere of this amazing venue.

See the stage set.See the complete complement of speakers.Listen to the three reasons why marketing is broken and what we need to do to fix it.

If you want to hear the full story of John the Wineman, please get in touch. I’d love to deliver the speech at your conference.

What an absolute pleasure to share a stage with such an awesome line up of speakers:

  • Chris Ducker
  • Carrie Wilkerson
  • Luria Petrucci
  • Jessica Lorimer
  • Dale Beaumont
  • Jadah Sellner
  • Greg Hickman
  • Antonio Centeno
  • Jenny Flintoft
  • Anissa Holmes
  • Andrew and Pete
  • Jay Baer
  • Joanne Sweeney
  • Kelly Baader

Now it’s your turn:

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The Wineman and the Marketer - speaking at Youpreneur Summit 2018 - RogVLOG36

Review of 2018 and the future of the MAF Podcast – MAF196

In this episode I look back at what’s been happening in 2018.

And have a little think about the future of this podcast.

Welcome to episode 196 of the Marketing and Finance podcast.

What you’ll hear about in this episode

  • The talks I’ve given in 2018 across the UK and Europe
  • The Fighting Complexity in Marketing (aka “The Cat Sat on the Mat”) talk
  • The Engage Don’t Enrage (aka “The John the Wineman”) talk
  • My favourite episodes of the year
  • Looking for your feedback on the future direction of the Marketing and Finance Podcast

Links

Here are the 2018 episodes I talked about – please do go and check them out.

If you enjoyed – Review of 2018 and the future of the MAF Podcast – please leave a comment or a review on iTunes.

And if you know anyone who would enjoy the show – please share it with them. You can use the buttons below to share on social media.

Don’t miss an episode of the MAF Podcast – subscribe now.

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