UK insurance are you listening yet?: “I am not an SME, you patronising ***!”
Thursday, 2 June, 2011 Leave a comment
Robert Craven hits the nail on the head again! I read this and cringed on behalf of the UK insurance industry who view SME’s as the means to line their pockets…uuugh!
Most advertisements focusing on the small business market (banks, IT, software, HR services) are not trying to communicate with small businesses – they are not creating (or even attempting to create) a relationship, or demonstrating values important to their target customers. Most ads aimed at the small business are relatively ineffective because the ad agency fails to understand the needs and wants of their target.
Seventy-six per cent of people think that big businesses lie in their adverts; 78% are more likely to buy on the recommendation of others; and still the corporates think that the route to market is about advertising spend.