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

In excellent news for occasion advertising professionals, the insurance coverage trade 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 “world emergency” section of the COVID-19 pandemic on Could 5, 2023. However, COVID-related disruption gave the world, and the insurance coverage trade, a taste of what’s attainable when human interplay and occasion advertising 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 method and accommodate individuals who would possibly discover it more durable to journey.

Insurance coverage occasion advertising professionals could now discover themselves spoilt for alternative, with in-person, hybrid, and completely on-line occasions now all accepted avenues to convey purchasers 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 response to advertising and communications consultants on the Insurance coverage Advertising and Communications Affiliation (IMCA), poses a problem.

Insurance coverage Enterprise requested three IMCA advertising consultants how they’ve been navigating the plethora of choices obtainable whereas sticking to a price range. 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 prime suggestions.

How are you going to make your post-COVID occasion advertising price range stretch?

Insurance coverage Enterprise requested the IMCA consultants: In-person events are back and in some instances they’re greater than ever. You had good outcomes with new occasion advertising methods in the course of the pandemic. You’ve the identical price range – and now must prioritize. How do you make your occasion advertising price range stretch?

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

QUOTE The best method to waste your advertising {dollars} is to be unclear in your targets.

“The best method to waste your advertising {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 well 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 via content material advertising. Whereas it does take time, specializing in high quality and delivering worth to our purchasers is an effective 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, Risk Placement Services (RPS), former IMCA board chair

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

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

“Whereas this problem makes it tough to accommodate every little thing throughout 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 may be repurposed in a number of methods after the occasion, so that you achieve some value effectivity. After we plan occasions now, we at all times contemplate the digital element. After we create property for digital, we contemplate the longer-term advertising plan and what we will create that can be utilized elsewhere and much more broadly.”

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

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

“You’ll be able to host a tremendous occasion with out a massive price range. Being in a relationship enterprise, we at all times boil every little thing right down to what’s going to enable us to ship a singular and memorable expertise. Simply as you’d with any advertising tactic, focus in your viewers and the aim of the occasion.

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

“We’re additionally chopping again on printed supplies for our occasions. We depend on QR codes, advertising 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. Slicing again on paper handouts supplies a greater attendee expertise and saves some pennies.

“One other space you may normally minimize with little to no affect 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 professional entrepreneurs not solely have years of insurance coverage advertising expertise below their belts, they’re additionally members of the IMCA. The North American marketing trade association was based in 1923 and is made up of people with experience in advertising, public relations, company communications, and rising digital communication practices. Along with connecting professionals and in search of to raise the insurance coverage advertising career, the organisation additionally has tips supposed to take care of model requirements throughout the trade.

Extra from the IMCA professional entrepreneurs

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