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

In excellent news for occasion advertising 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” section 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 doable when human interplay and occasion advertising 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 would possibly discover it harder to journey.

Insurance coverage occasion advertising professionals might now discover themselves spoilt for alternative, with in-person, hybrid, and completely on-line occasions now all accepted avenues to carry shoppers nearer to corporations and construct model recognition. Whereas extra choices can solely be a great factor, occasion entrepreneurs want to verify they’re aligning their methods and never breaking the financial institution on this courageous new world. This, in accordance with 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 accessible whereas sticking to a finances. From reducing down on paper to discovering methods to create content material that may proceed to resonate with on-line viewers, they shared their advertising high suggestions.

How are you going to make your post-COVID occasion advertising finances 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 methods throughout the pandemic. You’ve the identical finances – and now must prioritize. How do you make your occasion advertising finances stretch?

Jessica Marshall, senior vp, director of promoting, CRC Group and IMCA director and treasurer

QUOTE The best solution to waste your advertising {dollars} is to be unclear in your objectives.

“The best solution to waste your advertising {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 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 finances stretch by content material advertising. Whereas it does take time, specializing in high quality and delivering worth to our shoppers 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, vp, advertising, Threat Placement Companies (RPS), former IMCA board chair

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

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

“Whereas this problem makes it troublesome to accommodate every little thing throughout the finances, the chance is to develop issues for an occasion which have longer-lasting use. A lot of what’s created for a digital occasion will be repurposed in a number of methods after the occasion, so that you acquire some value effectivity. Once we plan occasions now, we at all times contemplate the digital element. Once we create belongings 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, vp, advertising, Admiral Insurance coverage Group and IMCA director (pictured under)

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

“You’ll be able to host a tremendous occasion with out a huge finances. Being in a relationship enterprise, we at all times boil every little thing right down to what’s going to permit 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 artistic wants, relatively than going to an company. In 2022, we hosted a Step Brothers themed boat cruise and used folks we discovered on Fiverr to write down track lyrics and document the track for us. The outcome was wonderful and cheap.

“We’re additionally reducing 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 quick access. Chopping again on paper handouts offers a greater attendee expertise and saves some pennies.

“One other space you possibly can often reduce 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!”

Concerning the IMCA

All three of the skilled entrepreneurs not solely have years of insurance coverage advertising expertise beneath their belts, they’re additionally members of the IMCA. The North American advertising commerce affiliation 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 pointers meant to keep up model requirements throughout the business.

Extra from the IMCA skilled entrepreneurs

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