I Love Claims
Case Study

Marketing of specialist insurance conferences and networking lunches

The challenge:

I Love Claims (ILC) hosts conferences and networking events for those who work in of the motor, home and commercial claims industry. The challenge is to sell up to 400 conference or networking lunch tickets for up to five events a year as well as a range of sponsorship and partnership packages.

As each event has up-front costs, the approach must pre-sell tickets and packages.

The approach:

The approach is built around four communication drivers:

  1. People-centric – promote the fact that the audience likes to network and engage with like-minded professionals
  2. Relevance – deliver clear communication about the topics and themes that make attendees ‘better tomorrow’ because of what they will learn at an event
  3. Confident visual identity – reflecting the benefits of networking, learning and enjoyment
  4. Frequency & consistency – to maintain a constant awareness and increase the responsiveness.

Each piece of marketing communication must attract attention, be quick to read and encourage action.

The solution:

Multi-channel communication based on the four communication drivers involving:

  1. eMail Marketing in the 3-months prior to each conference, targeting the Motor, Home or Commercial claims audience, as appropriate
  2. eMail Newsletters – weekly ‘Claims News’ featuring aggregated news as well as conference and events updates and twice weekly ‘Breakfast News’ with the latest industry stories and interviews with industry leaders
  3. Social Media communication daily via Twitter and Linkedin and with a branded use of images
  4. Video Content Marketing using content filmed at conferences as a way of generating awareness and helping attendees and non-attendees to be ‘better tomorrow’
  5. Media Pack & Brochures for exhibitors, sponsors and attendees.

Skills in email marketing, design, video production and social media are used.

The result:

ILC conferences and events reach their sales targets in advance of the attendance date. Sustained and frequent communication results in no last-minute panic over numbers.

The popularity of ILC events mean that:

  • Claims professionals are aware of the networking and learning benefits associated with each event
  • Attendees have a strong expectation of enjoying themselves and being part of a significant community
  • Exhibitors are keen to exhibit and the sponsorship packages are highly sought after.

The process and approach has strengthened the ILC ‘better tomorrow’ proposition and positioned the brand as one of the UK’s leading insurance claims event organisers.

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