Funeral insurance: analysis of communication and obstacles and levers to subscription
367 Pages
French
Release :
2022-07-12
How to communicate to raise awareness among potential subscribers and convince them to purchase funeral insurance?
AUTHOR
Bertrand MINOT
Studies project manager
Analyze the communication of 10 operators on funeral insurance via their sites and direct marketing.
Understanding potential subscriber targets
- sensitivity to funeral coverage
- identification of obstacles to subscription
- reactions to operator communications
- identify the possible levers to get people to join funeral insurance
Objectives of the study
Companies analyzed
Study methodologies
Banks:
the Postal Bank, LCL
Joint groups:
APICIL, IRCEM
Mutuals 45:
Harmony, La Mutuelle Générale
Funeral directors:
PFG, the Funeral Home
Insurance companies:
Allianz, GMF
Semiopragmatic analysis
Site communications and direct marketing documents from 10 operators on funeral insurance
Reactive motivation groups with 40 potential subscribers
Anyone who does not have funeral insurance
but non-hostile, and decision-makers in the choice of contract including: 20 aged 55-64 and 20 aged 65-74, half living alone and having had no children, the other half living as a couple and having had children.
Other studies that might interest you
Study plan
