In a recent marketing meeting with a client who sells pet insurance I was surprised to hear that personal recommendation is still the most important factor in how customers choose a pet insurance policy for their cats and dogs.
Professional referral from vet practices accounts for around 20 per cent of all sales, while recommendations from family and friends are responsible for a further 10 per cent.
The good news is that the Internet can play a vital role in promoting brands through personal recommendations. Companies that participate in blogging and other social networking opportunities will reap the benefits. Honest appraisals by consumers, even when slightly critical, can have amazing effects on the sales of products and services.
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