Mémoire-projet

Abstract

The attention span of a millennial would not exceed 9 seconds, while that of a guppy would revolve around 8 seconds. Our capacity for concentration is comparable to that of an aquatic vertebrate and must be constantly solicited through a new stimulus. It is within this perspective that we will study the factors influencing independent workers in order to improve the efficiency of our campaigns. Developing an effective marketing strategy is crucial for any company aiming to thrive in a competitive environment, particularly in the insurance sector. This thesis focuses on creating a strategy specifically targeted at self-employed individuals in Belgium, encouraging them to subscribe to second, third, and fourth pillar pension solutions. The study is contextualized within Degauquier and Partners, a well-established insurance and credit brokerage firm in the financial services sector. The main objective of this thesis is to understand the specific needs and frustrations of self-employed individuals and to propose a tailored marketing strategy that can motivate them to invest in complementary pension solutions. To achieve this, a methodology combining primary data research and an in-depth literature review was employed. This approach allowed for the identification of motivations and barriers faced by self-employed individuals regarding pension products, leading to strategic recommendations based on solid empirical data. Degauquier and Partners, founded in 1948 in Leuze-en-Hainaut, is an insurance and credit brokerage firm that has experienced significant growth, primarily through mergers and acquisitions. Today, the company operates twelve offices across Belgium, serving a diverse clientele of both professionals and individuals. The company is distinguished by its commitment to values such as teamwork, adaptability, and humanism, exemplified by initiatives like "DAP Solidarity," where a portion of insurance premiums is donated to associations chosen by the clients. The recommendations provided in this thesis include continuous innovation in marketing approaches, close collaboration between internal teams, and active listening to customer feedback to improve satisfaction. By applying these recommendations, Degauquier and Partners can maximize the impact of its marketing actions and strengthen its position in the Belgian insurance market. In conclusion, this thesis provides a detailed roadmap for marketing professionals in the insurance and credit sectors, offering valuable insights on how to effectively engage self-employed individuals and support them in securing their financial future. The rigorous implementation of these strategies, combined with continuous performance evaluation, will maximize results and ensure sustainable development for Degauquier and Partners.