Independent broker blog: It’s not the winning ...

A great deal of my time is spent trying to think of new and innovative ways to identify and establish the Ashbourne brand in an ever-more competitive and saturated market. I’m not blessed with an inexhaustible marketing budget to compete with the major brand names, nor do I have an amusing, yet slightly annoying gimmick that I can flog to death on TV!

The one thing I have got, my unique selling point, is a commitment to professional, personal service. We’re on the high street and that’s the one thing a meerkat or opera singer can’t compete with.

It made sense, then, for us to enter the local Federation of Small Business awards. We’ve never done anything like this before, and while initially slightly apprehensive about the application process, the exposure that the awards generates is aimed very much at our target audience of local businesses. Another attraction was that the awards would be judged by other local businesses that are not from the insurance industry.

It was a great surprise to be one of four companies nominated, at the first time of asking, for the ‘Service Excellence’ award out of the hundreds that applied, and a real endorsement for our commitment to traditional values and service.

The staff really took an avid interest in the application process and, after being nominated, I was delighted that many of them were keen to join us on the night. I hadn’t even thought about the impact the awards would have on our team – I’d only considered the opportunities that the publicity would create and the businesses that would get to hear and understand about what we do.

So when the night of the awards ceremony came around, 10 of us put on our best bib and tucker and hot-footed it by taxi to the venue, in hope and anticipation of an award, and determined – win, lose or draw – to enjoy the evening.

On the night, we were delighted to be announced as runners-up in the awards. We all had a great time, met loads of local businesses, had a few drinks, and are convinced that it has helped raise our profile among the local business community.

An award or recognition may not be for everybody, but we see it as further endorsement of what we represent and are trying to achieve.

I’m not prepared to waste time, effort and money competing against the mass-produced, one-size-fits-all approach. We are convinced that there is a place for us.

We will continue to offer a hands-on approach to all we do, and the more awards, recognition and publicity we receive within our local community, the more people will consider us a viable alternative to those faceless corporations devoid of any personal service.

Next year, we’re going all out to win!

Peter Smits is managing director of The Ashbourne Insurance Group.