Historically, LV= produced a quarterly printed magazine – Insight – with topical thought leadership articles on equity release. This publication also provided them with a platform to position their own equity release offerings.
The printed magazine was an expensive exercise and offered no real insight into the value generated from this activity.
The Moreish Approach
Moreish delivered a revised online alternative in a new format – an eMagazine.
As well as being a more cost-effective way of producing a nice end product, the digital format enabled LV= to better track usage and readership.
With increased visibility of ROI, thanks to the new online format, LV= were able to discover that adviser engagement was limited.
With this insight they were able to decide that their time, cost and effort would be better diverted to other marketing activities.