Publish-pandemic occasion advertising and marketing – how do you make your {dollars} stretch?

In excellent news for occasion advertising and marketing professionals, the insurance coverage business has seen in-person occasions burst again onto the scene with a vengeance and a few have reported report attendance.

The World Well being Group formally declared an finish to the “international emergency” part of the COVID-19 pandemic on Could 5, 2023. However, COVID-related disruption gave the world, and the insurance coverage business, a taste of what’s attainable when human interplay and occasion advertising and marketing is pressured to maneuver on-line. One good thing about on-line occasions, entrepreneurs discovered, was that they made it far simpler to take a much less city-centric strategy and accommodate individuals who would possibly discover it more durable to journey.

Insurance coverage occasion advertising and marketing professionals might now discover themselves spoilt for alternative, with in-person, hybrid, and fully on-line occasions now all accepted avenues to deliver shoppers nearer to corporations and construct model recognition. Whereas extra choices can solely be a very good factor, occasion entrepreneurs want to ensure they’re aligning their methods and never breaking the financial institution on this courageous new world. This, in accordance with advertising and marketing and communications consultants on the Insurance coverage Advertising and Communications Affiliation (IMCA), poses a problem.

Insurance coverage Enterprise requested three IMCA advertising and marketing consultants how they’ve been navigating the plethora of choices out there whereas sticking to a price range. From reducing down on paper to discovering methods to create content material that can proceed to resonate with on-line viewers, they shared their advertising and marketing prime suggestions.

How will you make your post-COVID occasion advertising and marketing price range stretch?

Insurance coverage Enterprise requested the IMCA consultants: In-person occasions are again and in some instances they’re larger than ever. You had good outcomes with new occasion advertising and marketing methods throughout the pandemic. You’ve gotten the identical price range – and now have to prioritize. How do you make your occasion advertising and marketing price range stretch?

Jessica Marshall, senior vice chairman, director of selling, CRC Group and IMCA director and treasurer

QUOTE The simplest approach to waste your advertising and marketing {dollars} is to be unclear in your objectives.

“The simplest approach to waste your advertising and marketing {dollars} is to be unclear in your objectives. I prioritize spending primarily based on what most carefully aligns with our mission of placing the consumer first. If one thing helps to distinguish our firm and units us aside, then it’s definitely worth the funding.

“We additionally leverage social media as a result of it’s largely free, quick, and versatile whereas offering helpful analytics that give us perception into what our viewers is most engaged with.

“We additionally make the price range stretch by content material advertising and marketing. Whereas it does take time, specializing in high quality and delivering worth to our shoppers is a good way to maintain prices to a minimal over the long term.

“Specializing in high quality and worth additionally allows us to spend cash in locations the place it makes essentially the most sense.”

Emily Hathcoat, vice chairman, advertising and marketing, Threat Placement Companies (RPS), former IMCA board chair

QUOTE Once we plan occasions now, we at all times take into account the digital part.

“I believe the problem we’re dealing with now in occasion advertising and marketing is the necessity to accommodate each in-person and digital entry for a similar occasion. Our shoppers recognize having the ability to take part in occasions however not journey, significantly in additional suburban and rural areas, they usually nonetheless need the comfort skilled throughout the pandemic.

“Whereas this problem makes it tough to accommodate every thing inside the price range, the chance is to develop issues for an occasion which have longer-lasting use. A lot of what’s created for a digital occasion could be repurposed in a number of methods after the occasion, so that you acquire some price effectivity. Once we plan occasions now, we at all times take into account the digital part. Once we create property for digital, we take into account the longer-term advertising and marketing plan and what we will create that can be utilized elsewhere and much more broadly.”

Charlene Goodwin, vice chairman, advertising and marketing, Admiral Insurance coverage Group and IMCA director (pictured beneath)

QUOTE Slicing again on paper handouts offers a greater attendee expertise and saves some pennies.

“You may host an incredible occasion and not using a large price range. Being in a relationship enterprise, we at all times boil every thing all the way down to what’s going to enable us to ship a novel and memorable expertise. Simply as you’ll with any advertising and marketing tactic, focus in your viewers and the aim of the occasion.

“Think about using low price choices like Fiverr for artistic wants, somewhat than going to an company. In 2022, we hosted a Step Brothers themed boat cruise and used individuals we discovered on Fiverr to jot down tune lyrics and report the tune for us. The consequence was wonderful and cheap.

“We’re additionally reducing again on printed supplies for our occasions. We depend on QR codes, advertising and marketing automation, and occasion apps to ship the paperwork proper to attendees’ telephones and inboxes. We print high-level agendas on attendee badges for hands-free quick access. Slicing again on paper handouts offers a greater attendee expertise and saves some pennies.

“One other space you’ll be able to often minimize with little to no influence is on upgraded linens, chairs, and china/desk settings when internet hosting meals. I’ve by no means as soon as had somebody complain that the desk wasn’t fancy sufficient!”

Concerning the IMCA

All three of the knowledgeable entrepreneurs not solely have years of insurance coverage advertising and marketing expertise beneath their belts, they’re additionally members of the IMCA. The North American advertising and marketing commerce affiliation was based in 1923 and is made up of people with experience in advertising and marketing, public relations, company communications, and rising digital communication practices. Along with connecting professionals and searching for to raise the insurance coverage advertising and marketing occupation, the organisation additionally has tips meant to keep up model requirements inside the business.

Extra from the IMCA knowledgeable entrepreneurs

How have you ever been navigating occasion advertising and marketing within the aftermath of COVID-related disruption? Do you could have any questions for the IMCA panel of knowledgeable entrepreneurs? Tell us your prime suggestions and the challenges you’re dealing with within the feedback beneath.