Sales, marketing and advertising
The multi-brand principle pursued within the Talanx Group is reflected in its external communication inasmuch as the subsidiaries seek to address their specific customer segments with their various brands through tailored marketing and advertising. Primary insurers such as HDI, HDI-Gerling and Aspecta engage directly with a broader public, using inter alia TV commercials, publicity campaigns and sponsoring activities.
Talanx AG systematically targets the broader financial community and business journalists. We enhance awareness among these target groups inter alia through sponsorship of a stock market bulletin on television. The findings of the latest survey indicate steady improvement in awareness of the Talanx brand: in the spring of 2008 more than half (52%) of the program’s audience were familiar with Talanx as an insurance group, compared to 45% in the previous year. The TV commercial and Talanx advertising show not only the Talanx logo but also the logos of the Group’s major brands so as to underline the connection.
The sales channels employed by the Group’s companies are extremely diverse. They range from the use of brokers and independent agents through tied agents’ organizations and local representation by branch offices and sales outlets to highly specialized bancassurance cooperations. In the year under review a greater focus was placed on Internet sales in the property/casualty sector. HDI Direkt launched its website HDI24.de for products branded under the same name. Customers can price policies for motor, personal liability and legal protection insurance and take out contracts at online conditions over the Internet.