Occasion advertising and marketing after the pandemic – how will you stretch your funds? | Insurance coverage Enterprise America
In-person occasions are again, and a few are greater than ever
It’s excellent news for occasion entrepreneurs that face-to-face occasions are making a comeback within the insurance coverage trade, with some reporting report attendances.
On Could 5, 2023, the World Well being Group formally declared the top of the “international emergency section” of the COVID-19 pandemic. Nonetheless, the COVID-related disruptions to the world and insurance coverage trade have given a style of what’s potential as human interplay and occasion advertising and marketing is pressured to shift on-line. Entrepreneurs discovered that one advantage of internet hosting occasions on-line is that they make it a lot simpler to take a much less city-centric method and accommodate individuals who might have extra problem travelling.
Insurance coverage occasions entrepreneurs might now be spoiled for alternative: face-to-face occasions, hybrid occasions, and totally on-line occasions are all now accepted methods to convey clients nearer to companies and improve model consciousness. Whereas extra choices can solely be a great factor, occasion entrepreneurs want to verify they align their methods and don’t break the financial institution on this courageous new world. In line with advertising and marketing and communications specialists on the Insurance coverage Advertising and Communications Affiliation (IMCA), this presents a problem.
Insurance coverage Enterprise requested three IMCA entrepreneurs how they managed the plethora of choices out there whereas staying on funds. From decreasing paperwork to discovering methods to create content material that continues to resonate with on-line viewers, they shared their prime advertising and marketing suggestions.
Learn how to stretch your occasion advertising and marketing funds after the COVID disaster?
Insurance coverage Enterprise requested IMCA specialists: Face-to-face occasions are again and in some instances greater than ever. They’ve had good outcomes with new occasion advertising and marketing methods through the pandemic. They’ve the identical funds – and now they must set priorities. How do you stretch your occasion advertising and marketing funds?
Jessica Marshall, Senior Vice President, Advertising Director of the CRC Group and IMCA Director and Treasurer
QUOTE The best approach to waste your advertising and marketing funds shouldn’t be being clear about your objectives.
“The best approach to waste your advertising and marketing cash is to be clear about your objectives. I prioritize spending primarily based on what most intently aligns with our mission of placing the client first. If one thing helps differentiate our firm and set us aside, then it’s well worth the funding.
“We additionally use social media as a result of, for essentially the most half, it’s free, quick, and versatile, whereas additionally offering helpful analytics that give us perception into the problems our viewers is most involved with.
“We additionally use content material advertising and marketing to make sure that the funds is exhausted. Whereas it takes time, specializing in high quality and offering worth to our clients is a good way to maintain prices to a minimal in the long term.
“The give attention to high quality and worth additionally permits us to spend cash the place it makes essentially the most sense.”
Emily Hathcoat, Vice President, Advertising, Threat Placement Providers (RPS), former IMCA Board Chair
QUOTE After we plan occasions now, we all the time take the digital element under consideration.
“I feel the problem we’re at present going through in occasion advertising and marketing is that we have to present each in-person and digital entry for a similar occasion. Our clients worth the flexibility to attend occasions however not journey, notably in suburban and rural areas, and nonetheless wish to benefit from the comfort they’re able to expertise through the pandemic.
“Whereas this problem makes it troublesome to suit the whole lot inside funds, there is a chance to develop issues for an occasion which have longer-term advantages. A lot of what’s created for a digital occasion might be reused in a wide range of methods after the occasion, providing you with some value efficiencies. After we plan occasions now, we all the time take the digital element under consideration. After we create digital content material belongings, we contemplate the longer-term advertising and marketing plan and what we are able to create that can be utilized elsewhere and extra broadly.”
Charlene Goodwin, Vice President, Advertising, Admiral Insurance coverage Group and IMCA Director (pictured beneath)
QUOTE Lowering paper handouts creates a greater attendee expertise and saves pennies.
“You’ll be able to arrange an amazing occasion and not using a large funds. As we function in a relationship enterprise, we all the time scale back the whole lot to what permits us to supply a novel and unforgettable expertise. As with all advertising and marketing tactic, focus in your viewers and the aim of the occasion.
“Think about using low-cost choices like Fiverr for inventive wants as a substitute of going via an company. In 2022, we hosted a Step Brothers themed boat journey and employed individuals we discovered on Fiverr to put in writing lyrics and report the tune for us. The outcome was wonderful and cheap.
“We’re additionally decreasing the quantity of printed materials for our occasions. We depend on QR codes, advertising and marketing automation and occasion apps to ship the paperwork on to attendees’ telephones and inboxes. We print high-level agendas on attendee badges on your comfort. Lowering paperwork gives a greater attendee expertise and saves pennies.
“One other space the place you may sometimes make cuts with little or no impression is enhancing bedding, chairs and crockery/desk settings when catering. Nobody has ever complained that the desk isn’t fancy sufficient!”
Concerning the IMCA
All three skilled entrepreneurs not solely have a few years of expertise in insurance coverage advertising and marketing, they’re additionally members of the IMCA. The North American Advertising Commerce Affiliation was fashioned in 1923 and is made up of people with experience in advertising and marketing, public relations, company communications and new digital communications practices. Along with networking professionals and striving to advance the insurance coverage advertising and marketing occupation, the group additionally has insurance policies geared toward upholding model requirements inside the trade.
Extra from the skilled IMCA entrepreneurs
How did you discover your means round occasion advertising and marketing after the COVID-related disruption? Do you could have questions for the IMCA panel of selling specialists? Tell us your prime picks and the challenges you face within the feedback beneath.
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