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Why You Should Utilize Experiential Marketing in the Insurance Industry

July 11, 2018  |  Leave a comment

The insurance industry is full of competition. From insurance giants to the armies of local agencies, your marketing techniques need to be fierce to stand out. It’s easy to go unnoticed using purely digital marketing tactics. That’s why experiential marketing in the insurance industry can be a game-changer when it comes to getting clients on board with your services.

What Is Experiential Marketing?

Experiential marketing is a way for your brand to build a physical connection with consumers and your target audience. It can be a classic showcase or brand activation with demonstrations of your services, but sometimes it’s a little bit more outside of the box. The important part is that whatever experience is being put out there, the feeling that the experience conveys represents your brand properly. To learn more, take a look at 3 reasons experiential marketing is a great way to connect with customers.

How Does Experiential Marketing in the Insurance Industry Work?

Again, the simple showcases where event staff can interact with consumers and tell them about your services is always a safe bet. However, engaging with the people you want to reach and making them feel a strong connection to your brand is the best bet. This can look different based on the insurance and services you are offering. For many, the creative, shocking approach has been a huge success. And the more creative and shocking, the better.

Here are a couple of examples.

The Walking Coffin

The Automotive Insurance of Quebec took a unique approach to experiential marketing, sending out a walking coffin to the streets that read “Against a car, a pedestrian has no chance.” The coffin served as a reminder that dozens of people die crossing the street every year in Quebec. The experience of seeing a walking coffin with those words caught the attention of pedestrians and drivers alike. This is a great example of building a connection with consumers through a physical experience. Watch the video here.

The Drunk Mirror

Allianz Insurer, an insurance agency in Brazil, also created a shocking illustration for consumers: the drunk mirror. A mirror was put in a bar that delayed the reflection that people saw. This allowed anyone that experienced the mirror to see how being drunk could impact their reaction times and harm their driving ability. The mirror would then display the message “This is how your reflexes are after a few drinks. Advice: If you drink, do not drive.” Take a look at the drunk mirror in action.

Both of these experiential marketing techniques invoke the strong feelings in the exact people that these brands wanted to target.

How Can Your Brand Do This?

It can be difficult to get in the creative mindset to come up with an experience as impactful as the two examples above. If you are having a hard time thinking about how you can implement experiential marketing in the entertainment industry, here are some tips to get ideas flowing:

  • Add the shock factor. Capture the attention of consumers and gets them engaged with the experience.
  • Remember humor sells. People love to laugh and this is another great way to get your audience invested in your experience.
  • Be the best. Whatever you are trying to get your audience to feel, make sure that this experience sells that feeling more than any other marketing tactic out there.
  • Be the first. If you’re the first to do it, then your audience will remember it. They’ll be much more likely to engage with what you’re doing if they’ve never seen it done before.
  • Foster competition. If people can challenge others to engage with your experiential marketing tactic, then it can spread like wildfire.

Most importantly, to make your experience a success, you need awesome staff! That’s where we come in. Whatever idea you have, we’ll make sure that we have dedicated, engaging staff to run your campaign. Let’s work together. Contact us here!

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