Put up-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 document attendance.

The World Well being Group formally declared an finish to the “international emergency” part of the COVID-19 pandemic on Could 5, 2023. Nonetheless, COVID-related disruption gave the world, and the insurance coverage business, a taste of what’s potential when human interplay and occasion advertising and marketing is pressured to maneuver on-line. One advantage of on-line occasions, entrepreneurs discovered, was that they made it far simpler to take a much less city-centric method and accommodate individuals who may 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 completely on-line occasions now all accepted avenues to carry purchasers nearer to firms and construct model recognition. Whereas extra choices can solely be an excellent factor, occasion entrepreneurs want to verify they’re aligning their methods and never breaking the financial institution on this courageous new world. This, in response to 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 obtainable whereas sticking to a funds. From chopping down on paper to discovering methods to create content material that may proceed to resonate with on-line viewers, they shared their advertising and marketing high ideas.

How will you make your post-COVID occasion advertising and marketing funds 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 may have the identical funds – and now must prioritize. How do you make your occasion advertising and marketing funds stretch?

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

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

“The simplest solution to waste your advertising and marketing {dollars} is to be unclear in your targets. I prioritize spending based mostly on what most intently aligns with our mission of placing the shopper 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 funds stretch by way of content material advertising and marketing. Whereas it does take time, specializing in high quality and delivering worth to our purchasers is a good way to maintain prices to a minimal over the long term.

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

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

QUOTE After we plan occasions now, we all the time contemplate the digital element.

“I feel the problem we’re going through now in occasion advertising and marketing is the necessity to accommodate each in-person and digital entry for a similar occasion. Our purchasers admire with the ability to take part in occasions however not journey, notably in additional suburban and rural places, and so they nonetheless need the comfort skilled throughout the pandemic.

“Whereas this problem makes it troublesome to accommodate every part inside the funds, 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 value effectivity. After we plan occasions now, we all the time contemplate the digital element. After we create belongings for digital, we contemplate the longer-term advertising and marketing plan and what we are able to 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 Chopping again on paper handouts gives a greater attendee expertise and saves some pennies.

“You may host an incredible occasion with out a massive funds. Being in a relationship enterprise, we all the time boil every part right down to what is going to permit us to ship a novel and memorable expertise. Simply as you’ll with any advertising and marketing tactic, focus in your viewers and the purpose of the occasion.

“Think about using low value choices like Fiverr for artistic wants, moderately than going to an company. In 2022, we hosted a Step Brothers themed boat cruise and used folks we discovered on Fiverr to put in writing tune lyrics and document the tune for us. The outcome was wonderful and cheap.

“We’re additionally chopping 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 easy accessibility. Chopping again on paper handouts gives a greater attendee expertise and saves some pennies.

“One other space you may often lower with little to no impression 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!”

In regards to the IMCA

All three of the skilled 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 looking for to raise the insurance coverage advertising and marketing occupation, the organisation additionally has tips supposed to keep up model requirements inside the business.

Extra from the IMCA skilled entrepreneurs

How have you ever been navigating occasion advertising and marketing within the aftermath of COVID-related disruption? Do you might have any questions for the IMCA panel of skilled entrepreneurs? Tell us your high ideas and the challenges you’re going through within the feedback beneath.