The Insurance Industry in Nigeria is set to embrace a
deliberate attempt at measuring and evaluating the effectiveness of its public
relations and other related communications campaigns. This came to fore after a
round table interactive session by members of the Corporate Communications and
Branding Managers of Insurance Companies under the auspices of Nigerian
Insurers Association (NIA) popularly known as CAMCONIA. The interactive session
was led by a paper presentation by Mr. Philip Odiakose, the Managing Director
of P Plus Measurement Services on the topic – Measurement and Evaluation of
Communications Campaign.
The interactive session addresses issues such as why the
Advertising Value Equivalent (AVEs) was denounced as flawed being a tool of
measurement, the Seven (7) Barcelona Principles being a guideline that directs
and not necessarily a tool of communications measurement, the crises of
selective media monitoring. The discussion generally centered around five
identifiable valid metrics to measurement which are brand awareness, brand
preference, brand reputation, customer metrics and competition metrics.
In the words of the chairman of CAMCONIA, Dr. Tunde Odeyemi,
it is high time that the insurance industry began to make concerted efforts at
investing in strategic mass communications campaigns to further enhance the
image of the industry. He said to achieve this, there is need to have an
effective and efficient means of evaluating and measuring the impact of such
campaigns. He added that, there is still a lot to achieve in strengthening
insurance penetration and patronage in Nigeria and that the perception of
Insurance is a critical factor to accomplish this, the right perception can be
achieved by excellent and measurable mass communications initiatives. Recalled
that CAMCONIA recently concluded a retreat held in Ijebu-Ode, Ogun State on the
theme achieving positive corporate identity and superior brand management in a
turbulent economy in which topics such as harnessing marketing communications
strategies for positive corporate image, crisis communication, evaluation,
strategies and effective positioning, contemporary techniques for managing
media relations and negative press were discussed. Additional topics discussed
amongst others are strategies for growing brand equity in a turbulent economy –
the Nigerian experience and building virile corporate reputation: issues,
challenges and strategies.
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