AIA tries new tack to promote insurance
AIA uses an old marketing trick from consumer goods market to get people hooked on life insurance.
Wednesday, January 4th 2006, 6:27AM
by Rob Hosking
However AIA Insurance is offering a free 90-day $10,000 complimentary Accidental Death Benefit t and $10,000 Permanent Total Disablement Benefit due to accident.
The promotion is designed to get over come the barrier many under-or non-insured people have about insurance, says marketing manager Michael Hewes.
AIA recently carried out a nationwide survey, which found New Zealanders are considerably underinsured.
“One of the things we found as part of that survey was people really didn’t understand how much insurance costs, or how insurance works, or even how they go about getting insurance.”
The idea of a complimentary offer has been tried overseas by AIA’s associate companies in Uruguay and some Asian markets and has worked very well, he says.
“It works as call to action and it is also something which is helping empower our advisers,” he says.
The complimentary package is only available to those who sign up through an AIA adviser.
"And it gives the adviser the chance to say’ I’ll come and talk to you in 60 days about your cover."
Rob Hosking is a Wellington-based freelance writer specialising in political, economic and IT related issues.
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