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Hughes Insurance From Marketing Strategy to Sales Growth

How selling insurance cost 85% less one year than the year before.

The Challenge

The insurance market is busy, with plenty of deep-pocketed firms fighting for consumers’ attention. Price comparison websites (PCWs) make this arena especially competitive. How could Hughes, a home-grown insurance broker from Newtownards, differentiate, penetrate and ultimately sell more insurance in this crowded, dynamic market? Our brief was to create a digital strategy and online experience that matched Hughes’ brand values, yet also worked as an online tool to support the sales team.

The Approach

We set out to redefine how the public see Hughes. We needed to reflect their priorities when it comes to insurance — trust, clarity, choice, value and easy online access.

We worked with Hughes to develop a new brand strategy based on the simple idea of communication – opening a conversation that would lead to a more personal service and an insurance experience that is direct, professional and human.

We met Hughes’ customers at every touchpoint on their journey to purchase. The first was an initial awareness campaign, centred on a suite of TV advertisements directed by Glenn Leybrurn, of Good Vibrations fame. We reached them with a digital campaign that brought them to the website and helped them complete their purchases.

The Execution

With our help, Hughes Insurance leveraged their personal touch online to reach Northern Ireland’s insurance consumers in a way that others can’t. We proposed a two-fold marketing solution. One thread led customers to reaching Hughes’ customer service representatives over the phone and speaking to real people. The other facilitated online quotes and purchases. This seamless experience for customers paid dividends in the back office. We worked with Hughes Insurance’s sales teams and third-party suppliers to streamline administration tasks and centralise data to allow ongoing consumer insight.

 

Today, Hughes is punching above its weight in the head-to-head competition of PCWs. They have experience the highest new business rate in two years, and their highest ever customer retention rate. Insurance sales are seasonal, with take-up dropping off toward the end of the year. That trend was bucked in 2017 and 2018, with sales in November and December exceeding those of the strongest months in 2015 and 2016.

Hughes Insurance is punching above its weight in the head-to-head competition of PCWs.

They have experienced the highest new business rate in two years, and their highest ever customer retention rate. Insurance sales are seasonal, with take-up dropping off toward the end of the year. 2017 and 2018 have bucked that trend with sales in the period have exceeding even the strongest months.