WiP Network Conference 2022: Marketing to the right audience

'If you are trying to market to a family person, that’s not me. You are not marketing to me'

Hemma Visavadia
clock • 3 min read
WiP Network Conference 2022: Marketing to the right audience

Concluding this year’s Women in Protection Network Conference 2022, the final panel session focused on how the protection market can better engage with consumers by using simple language to explain products and its offering, and the need to move away from more traditional marketing strategies.

Georgia d'Esterre, head of marketing at Guardian Financial Services, opened the conversation by noting that "for a long time there has been quite a slow progress in how we appeal, how we promote and how we talk to consumers." Referencing previous sessions from the conference, she said: "We've talked a lot about representation here today, well I don't see much of that in my day-to-day life that represents me." This was a main focal point for the session - making sure that providers are t...

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