At an industry ceremony held at The Brewery in central London last week, Carlisle-based H&H Insurance Brokers scooped up the award for Marketing & Customer Engagement, coming first in a highly competitive field.
These awards are the insurance industry’s Oscars and H&H Insurance Brokers were commended for an innovative campaign which has led to greater engagement with both existing and new customers.
Present at the ceremony was H&H Insurance Brokers’ Managing Director Paul Graham and Marketing Manager, Nina Oxley, and hearing that they had received this award Nina said: “Multi-channel marketing is crucial in reaching out to new business, and we are very excited and proud to receive this award. In particular, it recognises the work we have done in embracing different media platforms to make more people aware of their insurance needs, and highlighting the way that H&H Insurance Brokers can help protect them. I would like to thank everyone who has been involved with this campaign, and to thank Insurance Age for this recognition.”
Insurance Age UK Broker Awards take place every year, and have a 25 year history in celebrating the best brokers UK-wide. Giving feedback Insurance Age content director and UK Broker Awards judge Jonathan Swift said: “In assessing H&H Insurance Brokers’ winning entry in the UK Broker Awards, the judges were effusive in their praise. One said the campaign was ‘quirky and targets a specific niche market and has had many specific wins’. Another remarked that it ‘fulfilled all of the criteria,’ noting it was a ‘creative campaign with an in-depth knowledge of social media tied up with real, tangible business results’. Overall it was a well-deserved winner.”
H&H Insurance Brokers has been established for 30 years and predominantly serves the farm and rural markets. It wanted to persuade farmers to look away from the market leader when renewing their policies. Sister company, livestock auctioneers Harrison & Hetherington, has 20,000 farmer clients, and the campaign aimed to remind them they could find bespoke insurance products to suit their needs, under the same roof.
Its successful campaign informs people about these packages, their quality, and value for money. Key messages about outstanding customer service, and its 98 per cent claim pay-out rate, were conveyed with humour and comic illustrations to help them stand out. The multi-channelled campaign made use of brand awareness activities, print advertising, out-of-home advertising, events, Google Adwords, social media and direct mail.
The tangible results for the company include more than doubling the visits to its website, with 85 per cent as new visitors. They have seen a 114 per cent increase in conversions, and a 78 per cent increase in conversion rate.