From the point of view of a concert promoter, there isn’t an event much bigger than the final tour of rock icon Elton John. A successful tour takes a fleet of up to 22 trailers filled with state-of-the-art staging, audio, lighting and video equipment; a small army of stagehands and roadies; a perfectly tuned grand piano; and most importantly —
sold-out shows at every venue.
But there is one thing concert promoters and event organizers of all types can’t schedule — no one can know when natural disasters, severe weather or other disruptions will strike. And that’s exactly what happened to Elton John in Wellington, New Zealand, when a wild storm ravaged across Aukland, forcing a cancelation of his show, and leaving 40,000 people stranded.
If it can happen to Sir Elton, it can happen to anyone. So, how can you connect with organizers to help make sure their event — and bottom line — isn’t extinguished like a candle in the wind? Here are eight tips to help you find your next event insurance client.
1. Attend industry events. Networking at conferences or business expos for groups that hold events in your area is a great way to get the word out that you understand their needs and can help protect their investment with event insurance.
2. Practice social listening. Follow associations, sports organizations, and community organizers to find out who’s managing events in your area. Join relevant groups and position yourself as an industry expert by offering advice about protecting their event. You can then direct message them or reach out to organizers to offer assistance and a free quote.
3. Tap event directories. Use event platforms such as Eventbrite, Meetup, and Eventful that list upcoming events, venues, and organizers. Develop and maintain a calendar of repeat events in your area and reach out to those in charge.
4. Develop relationships with event vendors. Caterers, event/wedding/party planners, photographers, and rental companies often have established relationships with event organizers and may be able to give you contact information for potential clients or even refer you directly.
5. Leverage targeted advertising. Pay-per-click advertising (whether on Google, Bing, or social media platforms) can help people looking for event insurance find you by targeting relevant keywords or geographic areas. Make sure your landing page clearly spells out the advantages of working with you to insure their event and offers a fast and free quote.
6. Showcase your expertise. Post informational articles about event insurance on your blog or on social media, where organizers will see them. Use hashtags that are relevant to the various types of events you insure. LinkedIn paid advertising allows you to target specific companies, areas, and job titles.
7. Join your local chamber of commerce. This can be a great way to connect with business owners in the area who may be hosting events. Attend their networking functions and spread the word that you offer insurance that can help protect their bottom line.
8. Reach out to event venues directly. Offer to drop off brochures that explain the importance of insuring events. Venues want their customers to have successful events and may appreciate having helpful information to give organizers.
Don’t Let the Sun Go Down on Event Season
There are many potential risks when putting on events of any type and size. Event insurance gives promoters and planners peace of mind knowing their out-of-pocket risks are minimized in a worst-case scenario. And organizers can avoid the bad publicity of not providing for attendees in case of a cancelation or other disruption. But you can help organizers avoid facing a major loss due to weather and a host of other unforeseen circumstances.
Events can and do occur all year, but the peak timing in many parts of the country is from late spring to early fall. Take a tip from Elton and don’t let the sun go down on event season without making a play to add profitable event insurance to your book of business.
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