LSM MARKETING PLAN2021

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Chapter 4:Managing marketing information to gain customer insights

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LSM MARKETING PLAN 2021

Type in the name of your marketing plan.

WILLS

Process

When a client wants a will, the following procedure is followed:-

1. We send or ask the client to download the will checklist from the website
2. Once they complete the checklist, a draft is made and sent to clients until they are satisfied.
3. The clients are asked to have 2 executors and 2 witnesses who are based in Kenya and an email is sent to them to inform them of their roles...that way we get their contacts
4. A physical meeting is arranged at the lawyers office to get will(s) signed with the executors present

LIFE INSURANCE

To be added under the client review questionnaire to be sent to the client prior to a review, once information has been received the necessary details will be sent by JW to start the process

MARKETING ACTIVITIES

A successful marketing strategy is made up of many different tactics, including both online and offline options. Your goals, target audience, and industry play an important role in this decision.

Social Media

WhatsApp / Signal / Telegram

Send broadcast to clients with market updates of information to be done weekly or monthly

LinkedIn

Share the relevant articles / documents if needed with clients or COI's

Check on different ideas shared by LS on improving the company weekly

Update the company LinkedIn every Tuesday

Send Inmails or messages to people who have viewed Les' LinkedIn

Canaccord monthly updates

To be sent monthly

COI

Step by step Process for COI

1.   Send COI Initial Inmail on LinkedIn either from Les’ or Jim’s account. Choose between option 1 or 2 which are on folder B

a.   Option 1 – Initial Inmail from Jim

b.   Option 2 – Inmail edited by Les

2.   After COI replies to the Inmail, we contact them back and ask for an email address and contact number and (ask for corporate brochure – consult Les & Jim on this before sending)

Les won’t to ask though?????

3.   Once we have the email address, an email* is then sent out with LSM Brochure and Reputation Risk document setting up a Zoom meeting and request to acknowledge receipt. This can be found on folder C

*Option 1: The 1^st edition made by Jim

          Option 2: - Recent edited version

- Two days after the above email has been sent and we have not received a response, we follow up the COI either by telephone or follow up email

4.   Once we get a response from the COI and Zoom Meeting has been confirmed, Zoom is scheduled and the link is sent to the COI and request to acknowledge receipt

5.   Before the Zoom Meeting, Diana makes a call to the COI to confirm the Zoom and that he received the Zoom link and has checked Les’ and Jim’s LinkedIn profile and also the website.

6.   After the Zoom Meeting, an email is sent out with the partnership overview document (which we request for it to be filled and sent back in 5 days) which on folder D.

7.   Follow up with COI after 5 days if we have not received the partnership overview document by telephone (1^st), WhatsApp (2^nd) and Email (last)

8.   Once COI accept to work with LSM, legal agreement is sent out which is on folder E (This will depend on International or Kenyan based LSM)

Note:-

9.   If the COI was not sourced through LinkedIn, the following will be sent

Send out the email on folder C saved as Email to COI Prospect not sourced from LinkedIn and attach the brochure and reputation risk document or Email to COI Prospect not sourced from LinkedIn and attach the brochure and partnership overview document with reputation risk Inside

(Seek Les’ or Jim’s approval)

Webinar

Webinar to be held quarterly to clients / COI's / Referrals

Website updates

To be done as and when it is required

Inform clients of office move, new website and change to signal platform

Mailchimp to be sent to clients to update them of the same

Articles

To be sent on broadcast if necessary or as and when required

Newsletter

to be done monthly and updated on LinkedIn and sent to COI

PENSIONS

Process

1. Once the clients fills in the review questionnaire and mentions that they have pensions, this information is forwarded to Jim to confirm it it is DB or DC Scheme.
2. If the scheme is a DC, questions are sent to the client which will enable us to know if we can be of help to the client.
3. Jim analyses the information that has been sent and determine if we can assist the client.

*A flow chart has been provided for this

QUARTERLY LUMPSUMS VALUATION

Process

1. Monthly valuations of all lumpsum clients are collected monthly to check that all is in order with their investments
2. Quarterly updates are then sent out to the clients as follows:-

• If a client policy has picked up, the client is informed of the same
• If there's need for a fund change, the client is informed of the same
• A generic summary is sent to the clients with their valuations

REVIEW MEETINGS / CALLS

Collect information about the consumers, target markets and the clients of your company to assess how effective and popular your product or service is.

ANNUAL VALUATION

To be sent every Jan / Feb to all clients who are overseas and asked if they wish to speak to LSM

OVERSEAS

IN KENYA

CAT B

Know your competitors and improve your business' performance.

To be met twice a year

Select the buyer's age range

Process

1. List to be prepared at the beginning of the year and divided into quarterly basis for those who are due to be met
2. A questionnaire is sent out to all the clients due and request if they could fill the same out and advise of their availability during the quarter
3. After the questionnaire is received an analysis is prepared and sent to the client and are asked if they wish to meet with Les

* information for pension is sent if necessary. i.e. letter of authority and questionnaire

Once the client acknowledges the analysis a meeting is set up for Les

• If a client has been with the company for over 2 years, a revised LP is arranged to evaluate their status

New business from surplus amounts

We get referrals

CAT A

Determine what you need to know about your consumers.

To be met once a year

Are your competitors present and active on social media? Select from the list or add others.

REFERRALS

A mission statement consists of three components: key market, contribution and distinction. Take your time and define each of them.

Process

Process

1. Once the referral is received, the following procedure is followed:-
2. Referral is registered on ZOHO and a task is inputted for Les to contact the prospect to introduce LSM Services
3. A introduction meeting is set up for prospect and their partner is requested to attend and an email confirmation is sent on the date of the meeting
4. Prior to the meeting, a confirmation call is made to confirm that the client will be on time for the meeting and if they have viewed the website
5. After the meeting, a follow up email is sent with a generic questionnaire and dates for the 2 follow up meetings are also suggested. Notes are updated on ZOHO
6. Prior to the LP Meeting, a confirmation call is made to the prospects to confirm the meeting
7. A report and recommendation project is done and presented to the client to close the deal
8. Once the prospect accepts the deal, the application is put forward and necessary procedures according to the institution are followed