In a multi-step pitch, the Mehrkanal agency secured the bid for implementing the Marketing Management System of HUK Coburg Insurance Group. In a long-term collaboration, a system will be put in place to support and assist agencies and insurance brokers in their regional marketing activities. The goal is to use a uniform brand presence to strengthen the image of HUK as an expert in comprehensive insurance and benefits, especially for private households.
With five property and accident insurers, two life insurers, two health insurers and a service company, HUK group of businesses is one of the largest insurance companies in Germany, Approximately 10 million customers trust in the competence of the Coburg company – and now HUK is entrusting Mehrkanal to handle its efficient brand communication.
As one of the leading providers of Marketing Management Systems, Mehrkanal will provide HUK Insurance Group with a web-based marketing tool, which can be used to stage [set up] central marketing activities on a regional basis as well, all to perfection.
“In the field of insurance in particular, success is measured by means of the trust that the insured parties place in us. In addition to our attractive products, proximity to the customer and need-based, professionally qualified consulting are decisive factors. To support our partners in the 38 branch offices, the 600 customer service offices and the more than 4,000 part-time intermediaries throughout Germany in customer acquisition and retention, we have decided upon a Marketing Management System from Mehrkanal.” explains Jörg Quehl, Head of Marketing of the HUK Coburg Insurance Group. “The system is completely tailored to our needs and enables our partners to implement central marketing activities to suit their clients, with the advantages of regional individualisation. They can then profit from the image of HUK on one hand, while at the same time presenting themselves as trustworthy consultants in the region.”
When the system is launched in early 2014, the partners will first be provided with advertisements, flyers and online banners for individualisation. The system will then be successively expanded from there. During the expansion phase, for example, a module for digital signage is to be integrated into the system. This gives partners the ability to optimally demonstrate their services through brisk, visual communications in their branch offices or customer service offices.
Mehrkanal Managing Director Markus Plaum confirms the collaboration with HUK by asserting that a professional marketing management system is indispensable as an elementary building block in the communication strategy of large insurers: “Insurance companies in particular are positioned very decentralised in their marketing, and have a huge need for professional, uniform communications, so that the essence – the brand – does not get lost. This is really not very feasible without the respective software. Our system narrows and refines the process and makes it possible to convey information to thousands of partners at the click of the mouse. This provides relief to corporate headquarters, strengthens the brand, and increases sales in the process.”
Marketing & PR Management
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