I Love Claims
Case Study

Marketing of specialist insurance conferences and networking lunches

The challenge:

We have worked with I Love Claims (ILC) since 2012. ILC produces high-profile conferences and networking lunches for those who work in the motor and home claims industry.

The challenge is to keep an audience of claims industry professionals up to date with the latest claims news and to sell up to 400 conference or networking tickets for up to 5 events a year.  In addition, there is the brand identity of each event to create and the design of conference brochures and digital media.

Conferences and networking lunches have considerable up-front costs, so any approach must pre-sell tickets and packages.

The approach:

Our approach is built around four communication drivers:

  1. Build Relationships – promote the fact that the ILC audience wants the opportunity to network and engage with like-minded professionals.
  2. Relevant Thought-Leadership – deliver clear communication about conference topics and themes so that attendees recognise that they will ‘be better tomorrow through what I will learn today’. Promote guest speakers as thought-leaders in their respective fields.
  3. Unique conference identity – based on the theme of each conference, create an identity to reflect the benefits of networking, learning and enjoyment.
  4. Frequency – weekly communication to maintain constant awareness and increase responsiveness.

Each piece of marketing is designed to attract attention, be quick to read and encourage action.

The solution:

Multi-channel communication that requires:

  1. eMail Marketing – targeting the Motor and Home claims audience, 3-months prior to each conference.
  2. eMail Newsletters – weekly ‘Claims News’ featuring conference and events and updates. A twice-weekly ‘Breakfast News’ with the latest industry stories and industry leader interviews.
  3. Social Media – daily communication via Twitter and Linkedin.
  4. Video Content – content filmed at past conferences to create promos, testimonials and learning experiences.
  5. Brochures – the creation of brochures and media packs for exhibitors, sponsors and attendees.

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.
  • Networking lunches are over-subscribed.

The process and approach has enabled ILC to become the UK’s leading insurance claims conference and networking organisation.

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