Event Marketing for Insurance Agents

event marketing image for insurance agents

Recently, I read that the importance of event marketing is going dead. “Online marketing is like the center of the marketing universe. Everything must flow through the internet if you want to have any sort of success.”


To the average business owner, this sounds spot on. Truthfully, it is. This is coming from someone who has spent 10+ years in event marketing, generating leads, branding and sampling. Basically, my eyes see value in getting your brand in front of people through engagement and interaction. However, one such marketing approach should NEVER be considered the end-all be-all for each and every business.


So why do these “experts” preach that everyone needs to have an online presence? For one, it is important. For another, that’s what everyone is schooled in. Most marketing professionals are trained in and only get experience in digital and social marketing. When the majority of professionals talk about it, that’s what the public eye leans towards when it comes to creating their own marketing plan.


Surely, you have a website set up with your face and name (every insurance agent’s go-to) with the ability to quote online. You might have a few social channels set up because you were told that if you don’t have a Facebook page, you won’t be successful. You might even do some email marketing to your list that you bought or built over time.


There aren’t a lot of folks out there that have experience or have seen success in field marketing. Therefore, they talk about it like it’s a dead medium.


Another big motivator (and rightfully so) – everything online is trackable. You can track everything from the user’s gender all the way to the zip code of the user that viewed your page. For business owners large and small, tracking ROI on an ad or campaign is huge. They want to see what they’re getting from their hard-earned dollars being poured into marketing.


event marketing word map for insurance agents


Event marketing can be harder to track. It’s one of the biggest gripes you’ll hear when asking why someone doesn’t attend events in hopes of generating leads. My words of wisdom to that argument are: it all depends on how much tracking is done on your end. If you, as an agent, is diligent about tracking where your leads come from and how many of those leads are closed, it’s actually quite easy.


These are all great channels to pay attention to, but to name them as the only ones to focus on is doing their readers and the industry a disservice (in my opinion).


Throughout all this, you might be asking yourself: why does this random guy’s opinion matter?


Great question.


The last four years of my life were spent working for a major insurance player, managing marketing teams across the U.S. and Canada. These teams attended local events in their respective market to brand, interact, engage and ultimately, generate leads for local insurance agents.


We managed to perfect the craft of generating leads through interaction to the point that the insurance company decided to double and triple the program in size within three years’ time. We were generating so many quality leads, the agents that attended the events often times did not have the man power to call them in a timely manner.


Without going too much into detail on the program, the point I’m trying to make is that we found when going to a grassroots program and providing something that no other insurance company was doing, we were able to make a significant impact on the community and the brand’s perception. Ultimately, leading to an overall bump for the greater good of the company. People today are so very numb to online advertising. They’ve been spam emailed 10+ times a day since AOL was still cool. Banner ads go unseen and people now sift through social media ads just to read the political posts on their feed.


Engaging with consumers in their environment, showing them you care about their community is priceless. Attending an event that supports a local cause or business goes much further than throwing a banner ad targeted at a certain demographic. It allows you to have the ability to interact with them, put a face to a name and create relationships. The proverbial barrier that an agent usually has to break down prior to getting the chance at someone’s business has vanished.


event marketing tent and engaging with people insurance agents


Insurance agents continuously harp on being in front of the community and building relationships, but how many of them do you actually see dedicating themselves to an approach like this?


When you offer to paint the faces of three kids from the same family at a local fair, for free, the gratitude from Mom and Dad is undeniable. These folks notice that you, as an agent, are trying to connect with them, even if it means you don’t earn their business.


So why don’t more companies take this approach? Another great question.


It’s no easy task to measure your return on generating leads and overall impact in this fashion. Let me re-phrase that statement: it’s no easy task for an agent that doesn’t track their business to measure these results. That’s another subject and blog for me to approach entirely.


Often times, having a number or value associated with the dollars you put into a marketing campaign can’t be seen on paper. Once you see firsthand the impact that your agency has when engaging with thousands of people in your community, you won’t doubt the process.


Events shouldn’t be an overlooked avenue as an agent when it comes to looking for new ways to market your business. Don’t think that you have to only stick to online marketing or that there aren’t other options. Connecting with your community, in-person, and building relationships in the absolute best marketing and sales tool that any business owner could make.


Sometimes, what others AREN’T doing is an opportunity for you to capitalize on. Being human and having a tangible and real interaction with consumers is something of the past. The business of insurance was based solely on being face to face with clients and making a connection. Because the majority of the world is making their “connections” online in today’s society, doesn’t mean that this way of thinking should be considered a “dead” medium.