Insurance conferences. What may have been viewed by many as a pre-pandemic chore is a much more popular business practice as today’s insurance conferences now represent the best chance for carriers, program managers, MGA leaders and insurtech providers to meet their customers and prospects face-to-face.
In addition, these time-tested professional gatherings present a valuable opportunity to advance your brand exponentially.
For nearly 20 years, I have had the pleasure of walking the show floors of multiple national and international events, from Las Vegas and New York City to London and Paris. Each time, I came away with new leads, fresh knowledge and a deeper appreciation for our industry. I continue to be wowed by inspiring colleagues, innovative products and service offerings, as well as creative branding and engagement tactics that lure me into exhibit booths.
With a fresh opportunity for attendees to enjoy a second honeymoon of sorts with the conference scene, how can companies make the most of their conference dollars? Exhibitors should focus on building memorable moments, while attendees should prepare to hit the floor with intention, curiosity and enthusiasm.
Building a better booth
Clever booth design may be a key to driving traffic, but companies need good team members on hand who can drive smart, dynamic conversations. People want to talk to relatable representatives who can speak to more than just their own product. Most conference attendees are looking to connect with professionals who can speak to industry trends and pain points without making a hard sell. People remember people. Brands looking to make a lasting impression would be wise to use their teams to their advantage.
Branded fidget spinners and stress balls may still fill conference exhibit halls, but when the conference is over, most promotional items are given or thrown away. A study by The Advertising Specialty Institute found that 55% of those surveyed give the branded material to someone else, 23% dispose of it and only 21% keep it.
Instead of filling a give-away basket with promotional swag, exhibitors would be better off thinking outside the box to create a fun and memorable experience. For example, at INSTANDA, our marketing team coordinated a champagne wall at Insurtech Connect Vegas where with the ring of a bell, a glass of champagne would pop through a hidden door in a wall of ivy. One of my favorites is booths has LEGO stations where attendees can build an LEGO alter ego — fun, memorable, and hard to throw away at the end of a conference.
Experiences like these help to ensure your booth is approachable, memorable and — if done well — the talk of the conference floor. Vendors that infuse their displays with an attraction, game or activity, like pitching horseshoes or tossing a ball against a wall, create a relaxed, inviting and engaging atmosphere as well as generate conference buzz.
Finally, those who choose to stick to those giveaways might want to consider sustainable options or something that has an immediate and attractive benefit. For an eco-friendly approach, many vendors opt for brochures or sell sheets printed on seed paper, allowing recipients to plant flowers with the flyer rather than simply tossing it in the trash. For those seeking immediate benefits, consider a gourmet coffee station. After all, caffeine is often the most critical need of a multi-day conference and, let’s face it, most people are going to spend some portion of their conference day seeking out a reliable cup of coffee or sweet treat. Rest assured, providing either will make your booth a very popular destination.
Conquering the conference floor
Sometimes the industry you work in can appear quite small, with few new faces among the crowd. I felt this way more than a decade ago when I worked in the payment card industry. Then, I attended my first major global conference and everything changed.
The event, CARTES in Paris, was the world’s largest digital security and smart payments expo at the time. I was blown away by its sheer size. People were everywhere. It took at least 30 minutes to walk from one end of the event floor to the other. The experience left me energized and amazed by the depth and breadth of the industry.
Since then, I have attended industry events across the globe regularly, but I make it a point to set off with intention and a good plan of action.
Whether you’re staffing the booth or walking the floor, the tips highlighted in the slideshow above can help cultivate conference success.
While the above tips share some general guidelines, insurance professionals should also personalize their conference experiences in ways that suit them best and speak to their personal and professional needs. For example, I like to avoid booking a room at the conference hotel. Yes, this means I miss out on some networking opportunities; however, it also gives me time to refresh and recharge during off-hours. And those breakfast buffets? I skip them and opt for fresh fruit instead. But my best tip is to find ways to have fun.
Conferences are a break from your everyday, and a remarkable opportunity for brand exposure, as well as to reconnect with long-time industry contacts while making new ones. When you approach each conference with intention, curiosity and enthusiasm, you will be amazed at how opportunity will find you.
Geoff Keast is the vice president of Sales for INSTANDA, a global provider of no-code insurance platform technology. In his role, Keast manages the company’s U.S. sales and account management operations.
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