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The Delta Lloyd recipe to acquire new customers

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Some customers segments are more difficult to reach than others. Independent workers are certainly one of them. They go by the “time is money” principle and usually try to make their days as productive as possible. As a consequence little –if any- time is left to handle formalities, go to the bank, take care of insurances, …

Delta Lloyd had an interesting idea to capture that audience.

50% of independent workers have no insurance against revenue loss

The business opportunity detected by Delta Lloyd is straightforward : only 50% of independent workers are insured against revenue losses. In other words, the other 50% will not receive any compensation if they fall ill or have an accident which prevent them from working more than 30 days (the 30-day deadline is usually what is applied in most contracts).

With more than 1 million independent workers in Belgium, the business opportunity is huge. It means that you could theoretically sell an insurance to more than 500,000 people. It’s not a niche anymore. Yet, what does prevent an insurance company from actually selling those contracts ?

Time dependencies and willingness

We guess Delta Lloyd did a market research (perhaps a qualitative research) prior to launching this campaign. Because the idea they came up with is brilliant and most probably reflects accurately what impedes independent workers : lack of time.

Well actually “lack of time” is perhaps not the best way to depict the market reality. For independent workers time is of the essence because time is the driver of their revenues. The more time they actually spend, the more productive they are, and the more money they make (that’s the theory at least).

This being said, an independent worker will only reluctantly free up his/her precious time to meet up with suppliers without being paid.

Delta Lloyd being a provider (supplier) of insurance products, they quite logically came with the idea that this hurdle should be removed. The result is a press campaign called “Le Rendez-Vous Facturable” (“the meeting to be invoiced” in French). You dedicate some time to Delta Llyod , listen to what they have to say, and in return you can send them an invoice of 100€ that they will pay to thank you for your time.

Conclusion

Rather than giving a discount, Delta Lloyd changes the message and offers a solution to the main hurdle that prevent would-be customers to become actual customers. This idea is simple and brilllant.

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Author: Pierre-Nicolas Schwab

Dr. Pierre-Nicolas Schwab is the founder of IntoTheMinds. He specializes in e-commerce, retail and logistics. He is also a research fellow in the marketing department of the Free University of Brussels and acts as a coach for several startups and public organizations. He holds a PhD in Marketing, a MBA in Finance, and a MSc in Chemistry. He can be contacted by email, Linkedin or by phone (+32 486 42 79 42)

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