Mark Behr Executive Manager, Marketing Insurance, AAMI, Apia, GIO, Shannons, Terri Scheer, CIL, Intermediaries, Suncorp Group

1. SHANNONS
Share the Passion

2. Background
• Created by Robert Shannons - Classic Car insurance brokerage and Auction
house in the 1970’s
• Today Shannons is Australia’s leading insurer and auction house for the
motoring enthusiast
• Industry leading growth, retention and customer satisfaction
• 15 years Shannons has grown - $50M to almost $500M
• Second largest Motor book after AAMI

3. Keys to Success = Authenticity
• Single minded approach to customer
• Relevant Products and Services
• Consistency – Brand v Retail
• Invested in the Community
• Media – Paid and Owned
• Shannons Club

4. Single Minded
• Motoring Enthusiasts Only
• 5-7% of the Driving Population
• Motorcycles - all

5. Products and Services
• MEUs
• Cover to reflect needs
• Payment Options – multi vehicles
• Not just classic cars – Daily Drive, Home, Bike

6. Communications
• Quality
• Emotive – Share the Passion
• Consistency
• Role of Brand v Retail

7. Paid Media
• Key Properties
• Integrated not just spots and dots
• Measurable – full funnel
• Very Highly targeted – spot lists on everything. Not interested in non
enthusiasts
• Channel Mix – what it can and can’t do

8. Owned Media
• Build database of relevant audience – don’t buy lists
• Customers and Prospects
• Don’t become solely reliant on paid media
• Content – Engage. Put insurance last

9. Community
• Intrinsic part of the community
• Attend over 1000 Events
• Auctions – vehicle values
• Support Car Clubs

10. Shannons Club
• Over 100,000 Members
• Over 120,000 Unique Visitors per mth
• 38% of branded search
• Content – Engage regularly. Put insurance last
• We are a broadcaster
• Interactive – not one way

11. Shannons Club
• Virtual Garage
• Shannons Club TV
• Commissioned stories - interactive
• Events, Club , Directory, Forum

12. THANKS