Summary:
As one of Australia's biggest Insurance brokers, Insuranceline need a constant stream of qualified sales leads coming through. Over the past 10 years, Risk Free TV and Insuranceline have worked on hundreds of commercials to ensure that steady supply of highly-qualified sales leads remains constant.
Currently, 90 to 100 Insuranceline TV commercials air in Australia each day keeping the Insuranceline call centre busy. Elliot Singfied, Insuranceline general manager, sat down to discuss Risk Free TV and how the test and fix model for lead generation works.
Transcript of Interview:
For a very small investment you can actually get in and have a go, it doesn’t have to be a multi-million dollar investment. My name’s Elliot Singfield and I’m the general manager of revenue here at Insuranceline. At the time when we first started we didn’t know what to look for – what made sense what to look for to sell our products Very quickly within a couple of weeks you start to realise this isn’t as hard as you think it is and that it’s not as scary as you think it is, and you’ll find out that you learn more that it’s a relatively easy part of the business to run. It’s like having a dial on a daily basis that you turn up or down on how many ads will be played and you can run a lot are as few as you like depending on your business and how many leads you’re looking for.
It also allows you to trial different messages very quickly into either very large audiences or very small audiences so you can kind of manage your own risk. You can run one ad somewhere in a small market at 5,000 to 10,000 to gauge response to see if it works in the hope it works. Some ideas don’t work and you can change that very quickly so it’s a very flexible media in that sense.
One of the beauties of this and a solution that Risk Free Provide is what we call a ‘test and refresh’ process which we’ve been working with for the last 10 years with over hundreds of different ideas and they come about through trailing those ideas and seeing what works and taking those things to the next level. That’s really what this lead generation process is all about – trialling and tweaking the different ideas and it’s about setting a bench mark so every new idea you run you can compare what did work well and start to do more of the things which worked well for you.
We tested on a number of different levels, so firstly its ‘how many sales leads can we get in through the door?’ from the TV advertising that’s running but we are also looking at how many of those convert to sales so we’re looking at the quality of the leads coming in and that’s obviously our ultimate measure of Risk Free TV, how many sales are we getting in from this activity.
The fundamentals to this business is editing and learning about what you are doing not just from the advertising side but also from sales.
Risk free TV is fundamentally lead generation experts, they’re direct marketing experts – they are phone ringing experts. They understand what it takes to generate leads for you; they have a facility to make that commercial for you to limit your costs in that sense and it’s a cost that Risk Free TV incur – it’s really about making that phone ring
They’re one of our biggest suppliers; we’ve been going with them for 10 years. We started with one product and one commercial, we’re now into the hundreds for these commercials, and we’re running 90 to 100 TV commercials every single day – we certainly wouldn’t be doing that if