AiR Sourcing – Marketing

To be considered amongst “Giants” is a recognition for a small sector that we are honoured to be part of ! This year MARKETING has been at the forefront of our ambitions and to put in a way that so readily conveys what we achieved this video says SO MUCH….. ;

Rather than paying for external resource we promoted Danielle Wilson, who then, at her own instigation, went and studied marketing herself by studying and engaging a marketing course ! She spent 2018 going to meet people with vast marketing knowledge and then her first task was to REBRAND all of our services and hugely increase our “footprint” across the sector so we engaged a year round campaign, the highlight of which was our National Conference shown in the video. In addition we have raised social media presence across twitter, Linked in, Facebook etc as well as establishing 2 regular monthly slots in Mortgage Introducer and another trade publication. Our CEO has spoken across the sectors events, and sits on a number of Industry wide working groups to help drive forward messages on vulnerability in older customers.

Our simultaneous rebrand with our conference was delivered on time and with huge success, and because of the true professionalism of the team we worked all hours to ensure advisers were aware of the new brand, websites, services and contact options.

This then fed into a huge member service campaign that commenced in July to contact over 6000 individuals, and phone over 500 advisers to ensure we understood WHAT our members need from us as we move into 2020 and beyond. This information was then fed back into our marketing message campaigns.

“Air Groups approach to training, skills development and raising industry knowledge and awareness is simply second to none. There is a real understanding of the support advisers need and this is continually delivered at a grass roots level nationwide. Martin Wade, Director at Access Equity Release”

Turning our attention to business results specifically relevant to this award category ;-

  • Completions up 22% year on year, from 4450 to 5447 (Jan-Sept 18 v 19), on target to complete 7000 + and to be 28% UP.
  • Air registrations up 76%, 5814 as of Sept 19.
  • 6956 calls to our customer support team (Jan-Sept 19).
  • 2098 online chat enquiries received (Jan-Sept 19).
  • In excess of 10,000 visits monthly to our new website, UP 91% in 6 months.
  • Social Media coverage UP 238% !
  • Market share UP from 15% to 20%.

There have been some excellent marketing campaigns this year, but we feel the combination of an amazing personal performance from Danielle, a complete corporate REBRAND alongside a ‘sell out’ National conference AND aligning all our servicer proposition across the 5000 members is worthy of consideration by judges.

We are honoured to be shortlisted for this award, and sincerely hope this submission reflects our determination and commitment to our Marketing campaign.

Stuart Wilson, Group CEO