‘QR coding advances for Plum Underwriting’

 

Introduction

 

Formed in 2002 with roots in Lloyd’s of London, Plum Underwriting Ltd focus on the specialist household insurance market, with a prestigious reputation for being ‘Far from Standard.’ Products range from non-standard household, mid net worth and homeowner building works cover, to specialist schemes covering residential landlords, UK & overseas holiday homes, unoccupied properties, subsidence and convictions risks.

 

As of 1st July 2010, group company Somerville Market Solutions Ltd (an accredited Lloyd’s broker) became part of Plum Underwriting Ltd and in addition to a status as fully approved Lloyd's coverholder, can now act as a Lloyds broker with access to the wider London Market.

 

Plum Underwriting has been rated as a top 5 insurer in the ‘Insurance Times Personal Lines Broker Service’ survey for the last 2 consecutive years, anticipating flying colours another year for 2013!

 

Challenge – The need to develop a sophisticated marketing communications strategy

 

Jeremy Singer, Sales & Marketing Director at Chez Vision Marketing Ltd explains, “We were approached by Mahben Quddus, Head of Operations & Marketing at Plum Underwriting with the task of combining a long-established insurance provider with the new digital era.”

 

Plum Underwriting joined the world of social media relatively recently, recognising the endless opportunities to stay in touch with clients, remain visible and keep the public informed with up to date news and information. Mahben was keen to explore all of the options with a focus on ensuring maximum impact, maintaining solid commitment to upholding ‘traditional’ underwriting values whilst communicating flexibility, adaptability and moving with the times to take advantage of technological advances.

 

Solution ‘Bridging the gap’ and engaging with a wider market via the use of QR coding

 

Jeremy commented ‘Plum have maintained a consistent presence in the social media environment and we’ve been able to accomplish a natural progression. It was evident that QR Code Marketing would be a logical fit for the insurance services industry. We have the flexibility to integrate the coding into the design of existing printed material, remaining in keeping with the established tone and being sensitive to the existing brand.

 

We produced multiple codes used on business cards, linking to social media networks and providing full downloadable contact information and location services. A tremendous leap forward for Plum.

 

Results

 

“Integrating the use of QR Codes into our marketing strategy has added terrific value to the business whilst remaining cost-effective. We have been able to convey our commitment to ongoing practical progression whilst preserving our reputation as an insurance institution. An added benefit has been the competitive edge, allowing us to set ourselves apart as leaders in strategic marketing.

 

Developing our communications is an ongoing journey, we have big plans for the future and keeping our clients and the wider public informed is an absolute priority. ”

 

Feedback & Next Steps

 

Mahben concludes, “Chez Vision has helped us with our digital marketing strategy and came up with branded QR codes like we'd seen nowhere else in the market. If you want London quality without the London hassle and prices, Chez Vision is your answer! Our next step will be to agree a strategy for measuring ongoing efficiency of QR Code usage and how we can may continue to make further significant technological advances.”