The document discusses how AXA DS can utilize digital communications to engage with insurance and financial advisors (IFAs) in the 21st century. It analyzes who AXA DS wants to target, what messages it wants to convey, and what digital tools it could use. It recommends focusing on smaller, independent IFAs who are open to new opportunities and transforming their businesses. Suggested tools include websites, e-newsletters, podcasts, blogs, and online videos to help IFAs improve client communications and learn about AXA DS's wrap platform in a relevant, engaging manner.

1. Digital communications in the 21 st century A presentation to Maxine Cameron, Marketing Manager and Corinna Lattibeaudiere, Resourcing Consultant, People & Culture, AXA DS by George Ladds

2. “ Today we encounter over 5,000 ad messages a day.....making it harder for us to engage with the consumer.” The Future of Interactive Marketing – Team Digital

3. Executive summary We live in a world of information overload and IFAs don’t have the time to digest it all The trade papers are hardly used and are being replaced by online sites But IFAs still like email and are turning onto some new forms of digital communication To get their attention we need to be clever

4. Agenda Who does AXA DS want to talk to? What does AXA DS want to say? What tools can AXA DS utilise? Sources of information: FSA Financial Risk Outlook 2007, 2008, 2009 AXA Group CEO Statement 2009 AXA UK & Ireland Investor Day 2007 The Future of Interactive Marketing – Team Digital IFA Research Web research – various sources

5. Who does AXA DS want to talk to? “ The right IFA relationships” – Paul Evans CEO, AXA Life Two segments Those you wish to work with – tomorrow’s IFAs Those you are already working with – today’s IFAs Each of these provides different challenges

6. The challenge of selecting the right IFAs FSA have concerns about Wrap platforms Lack of knowledge Not used in the best interest of client Two segments in the market IFAs via a network or national firm Directly authorised IFAs Targeting the right IFAs is crucial FSA Financial Risk Outlook 2007 and 2008

7. Selecting the right IFAs Key messages Help IFAs transform their business models to become more efficient, customer focused and capture the value of their customer base Be a significant player as IFAs move towards a Wrap model Respond to the growth of mutual funds market Maximise value from ownership of distribution AXA UK & Ireland Investor Day 2007

8. Selecting the right IFAs Networks/nationals are harder to engage with Likely to drive down profit, lowering margins Time consuming, long lead times More difficult to target the right type of IFAs More difficult to control the relationship

9. Selecting the right IFAs Smaller to medium size businesses Like sponges willing to soak up information More willing to engage Wanting to transform their business More likely to respond to the opportunity

10. Understanding our audience FSA research 1171 directly authorised investment intermediaries 64% of IFAs are very likely or likely to use Wraps Our target Unlikely to be tied to a Wrap provider but actively looking The key decision makers

11. How do we get information on our target IFAs? Getting the right information AXA DS data on IFAs Leverage data from Winterthur FSA register Matrix Touchstone And the phone, speak to our potential IFAs

12. What does AXA DS want to say? Its an old cliché but we want to help Leveraging AXAs Wrap platform experience Wraps are new to the UK The FSA recognise the benefits but also have concerns The challenge is communicating the message

13. Selecting the right form of digital communication Old marketing New marketing Spray and pray Large audiences Low relevance Low return Attract and engage Smaller audiences High relevance High return

14. Using digital communication to engage with IFAs We need to see ourselves as the new marketeers Our audiences are: Smaller Willing to soak up information Hungry for relevant information Likely to be turned onto new forms of communication Wanting something which will improve the way they communicate with clients But we need to be careful. Not all forms of digital communication will work

15. What tools can AXA DS utilise? With Wraps your website is your “shop window” It needs To be engaging To meet the expectations of the communications you are sending To provide “the service and support that is required in these difficult times” To host the support material – landing pages, videos etc If we engage IFAs at the pre-sale stage they are more likely to use us post-sale

16. What tools can AXA DS utilise? E-shots Can be complicated with anti spamming laws but if we engage with the right customers and tailor the content it can be effective Use to promote latest blog discussion Use to promote latest on-line video Podcasts Monthly podcasts Download to your Ipod (perhaps a competition to win an Ipod every day for a year)

17. What tools can AXA DS utilise? Blogs Secure access to a blog Customers can engage with us and other customers (“The company remains focused on delivering and responding to the needs of its customers, partners and distributors”) Articles – great way to show you are connected to the industry and wider world, post it on the blog and get people to engage with it. Well written and educational it will put us ahead of the game

18. Suggested ways of engagement All of this must be part of the whole communication mix ie consistency of message PR, adverts, website, communication must all have the same message, identity and feel

19. Action plan – the next step Identify our target audience – tomorrow’s IFAs Understanding the digital needs and capabilities of tomorrow’s IFAs Agree on the message and ensure consistency Select the best mix of digital communication Develop sales strategy Implement the strategy Continuous monitoring and assessment

20. We have the opportunity to be the IFAs’ champion in this brave new world