p34-35 letters jan9 6/1/09 17:34 Page 34
Your letters
Follow the big two’s lead –
start inspirational marketing
I do not often praise the actions of the big two,
but this year they have it spot on with their
An FSA hangover
“inspirational” TV adverts pushing their brands
and a “go on holiday” message rather than the
usual discount message that is unlikely to work.
Many commentators believe the traditional
January and February peaks period will trade
up to 25% down year-on-year and that the
for the new year
market will book very late.
However, why sit here and just let this happen?
We all need to follow the example of the big
two and forget price-led marketing, since in JANUARY 1 has come and gone, LET options open to them: continue to
reality we are all likely to chase the same but are we left with a travel
OF THE
TER
do nothing and miss out on easy
customers with lower margins. insurance hangover alongside money; get in touch with the FSA
Let’s make the most of the collapse of the more traditional one?
WEEK
(fast) to become directly authorised
consumer confidence and recognise that we At the start of December, World or speak to their current insurer about
probably will have less competition for the First Travel Insurance conducted a being made an Appointed Representative;
customer’s spare cash this year. How many of survey among travel agents. This showed that or work with a new third-party (such as our
you will be buying big-ticket items such as new 22% of agents were either not ready for, or own Trade-Routes solution) as a reseller and
cars, sofas, white goods or even DIY projects? doing nothing about, the changes in FSA start selling today (we offer fully customisable,
All of these sectors are suffering even more regulations for selling travel insurance, which own-brand websites and up to 30% commission).
than travel and will be reining in their TV and came into effect on January 1. This means one Selling travel insurance not only protects
newspaper advertising, leading to a collapse in in five agents are now either no longer selling your customers but also your bottom line,
the average cost of advertising and the chance travel insurance, or are doing so illegally. so make sure you continue to offer fully
for travel to have a greater share of voice. Our conservative estimates show that even legislated, legal insurance in 2009.
Even if you cannot afford “broadcast adver- a small agency can make up to £7,000 a year
tising”, virtually every agent has a customer in insurance commission, so many agents are Martin Rothwell.
database of phone numbers and emails, so ignoring a real difference to their bottom line. managing partner, World First Travel Insurance
blitz them with inspirational offers and a simple Is that wise as we head into a year of
message: escape the gloom, go on holiday. uncertain trading? If ever there was a time to ■ How have the new FSA regulations
count every penny, now is it. affected your insurance sales so far?
Brian Young, sales director, On Holiday Group Agents who have done nothing have three Email
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34 09.01.2009
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