Marketing Communication Expert, Odion Aleobua, has advocated a more effective strategy that would help the insurance industry build awareness and promote its image rather than establishing a N300 Million worth single radio station to achieve the purpose.
Aleobua, made the call while reacting to a recent report by Statista.com, which showed that radio penetration in Nigeria is only 65 per cent compared to 80 per cent penetration of mobile phones and internet.
The Convener, Insurance Meets Tech (IMT) conferences emphasized that Nigerian insurance industry does not need a single, isolated radio station to build awareness and sustain its image.
According to him, the industry needs a comprehensive, compelling, data-driven integrated marketing communications campaign that addresses the heterogeneous audience’s needs, leveraging the full spectrum of traditional and new media platforms.
The marketing communications expert further observed that the radio medium, though an impactful mass media platform, has inherent limitations.
While noting that urban youth are migrating towards social media platforms, the insurance expert observed that the essence of successful communication is convincing a heterogeneous target audience with intentional messaging, brand positioning and call to action.
He also suggested community engagement through activation of well-thought-through hyper-local, grassroots and community outreach programmes tailored to Nigeria’s diverse socio-cultural realities and positioning insurance services as a wealth creation tool, among others..
