Consumers are referring to more than eight information sources before using investment products according to this post by Tony Vidler. Link. While we do not have data for the New Zealand insurance sector almost no-one believes that the decision is made on only one source of data any more. That must change the way you promote your services. Multiple promotional strategies so that your message can be found in many media are an obvious first-order conclusion. A second-order consequence is that you should consider how your message connects, contrasts, or contradicts the messages of others. Being different is eye-catching, but being completely out-of-step can make you less trust-worthy.