More then 50% of self-employed in Belgium don’t have their income well enough insured. They realize this, but often don’t find the time to talk with their financial advisor, because they prefer to invest their time in their business and their clients. Delta Lloyd wanted to convince them to come and have a talk about their financial protection.

We decided to show that we understand how valuable their time is, by ‘The billable salestalk’: “Come and talk to one of our brokers and bill us for the time spent.”

We targeted these self employed with banners on specialized websites, print ads in specialized magazines and trough direct mail.

And because their time is valuable, even the time they spent reading these ads was billable: Each medium was accompanied by an online or preprinted invoice form so they could bill Delta Lloyd immediately for the time they spent reading the ad.

How does the ‘The billable salestalk' work?

• Book a billable salestalk by filling in your VAT number on the Delta Lloyd's website.

• Get invited by a broker to talk about your self-employed's insurance.

• When the talk is over, you can write out a bill for the time you spent, at your normal rate. This way, you don't loose money you would have made with a real client, a`nd you secure your business financially in the long run.

We targeted these self-employed with banners on specialized websites, print ads in specialized magazines and through direct mail.

And because their time is valuable, even the time they spent reading these ads was billable: Each medium was accompanied by an online or printed bill form so you could bill Delta Lloyd Life immediately for the time you spent reading the ad.

The campaign was a success, and positioned Delta Lloyd Life as the partner for independents and liberal professions.

The results didn’t lie either:

• DM response rate: 20%

• 165% more appointments with Delta Lloyd Life brokers

• A rise of 35% in sales (in product category: Insurances for self-employed)