Lucian Camp on Financial Services Advertising – MPAF1

In this launch episode of the Marketing Protection and Finance Podcast, I talk to Lucian Camp

Lucian is one of the most well-known marketers in UK Financial Services having worked, at some time, with almost every major brand.

Lucian Camp on Financial Services Advertising

Having created several agencies over the years Lucian now runs Lucian Camp Consulting and works with financial services providers and agencies on marketing campaigns. He’s a popular speaker at industry events and has very strong views on advertising in financial services.

Listen as Lucian argues that we should be advertising and communicating more. He feels that financial services providers have lost touch with the consumer. Hear his suggestions for how we can re-engage.

Lucian’s Links:

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The Only Hope for Protection Market Growth is the “Social” Financial Adviser

Protection continues to struggle. According to Swiss Re’s Term and Health Watch report 2014, term insurance sales are down 17.4% year on year, critical illness cover is down 21% and income protection is down 24%.

We’ve talked for years about what we can do to make protection grow. Is it generic TV advertising? Or simpler products?

Whilst some companies are dabbling with new direct to consumer approaches, providers to the adviser sector seem content to add complexity to existing products to keep their slice of a shrinking cake.

I think it is up to the financial adviser to stimulate protection market growth – and I’m speaking about this at the Financial Liverpool May event.

Protection Market Growth

Here’s an outline of what I’m going to cover.

Protection is the cornerstone of anyone’s financial existence. And yet the market remains flat and consumers remain indifferent.

Providers are locked in a price and conditions war that layers more complexity onto products and processes. Complexity requires advice but complexity doesn’t engage clients or grow markets.

I believe that the only way we can grow the market now is through advisers using social media and content to find more customers. The “Social” Financial adviser is now key to future success.

In this presentation we’ll consider:

  • The current state of the protection market and its products. There’s no going back from complexity, but how can we better help clients understand what’s available

  • Will complexity in the adviser market drive clients to buy direct? Many providers seem to think that D2C is the way forward for protection. Is this true?

  • How can advisers grow the market using social media and content? For most consumers financial services are of no interest until suddenly it is the most important thing on their minds. How can we be there when it “gets urgent”?

To find out more about the event please click here.

If you can’t make it – I’ll post my script as another post in June.

Now it’s your turn: What do you think about growth in the protection market? Do we need TV advertising? Will more D2C products increase awareness and encourage more people to seek financial advice? Is the only hope for protection market growth the “Social” Financial Adviser?

Please leave a comment or a link to your own blog or article.

12 Twitter Search Tips to build your business

You can build your followers and find ideas for your business website content using Twitter search.

This week you can download my free Twitter Search Tips crib sheet.

Twitter search is a powerful tool which you can customise to shine a spotlight on potential customers in your area. Or you can use it to find out what people are saying about certain topics. Or what questions they are asking about companies and products. Most of us just enter single words into search – when in fact it’s easy to be more specific and targeted.

In the Twitter Search Tips crib sheet below I’ve set out the most powerful search methods you can use. Please feel free to RIGHT CLICK on the image to download it to use later.

Twitter Search Tips

My two favourites are as follows:

Firstly, location specific searches. Say you are an adviser in Manchester and you want to find out who is talking about ISAs. Simply type in:

ISAs near:Manchester

In the list of results you will obviously find competitors and providers, but you’ll also find potential clients to follow. If they follow you back then you could engage them and potentially turn them into clients.

And secondly, questions. Find out what questions people are asking about companies and their products. Type in:

“life insurance” ?

You’ll find a whole list of questions which you could use to create articles or blogs for your website – each answer is one article.

Here’s a tongue in cheek question I particularly liked using this search.

Now it’s Your Turn: If you like my Twitter Search Tips crib sheet, please share this post by clicking the buttons below. I’d love to hear your own ideas, tips and hacks. Please leave a comment below or share a link to your own material.